Study on Modern Sports Consumption Behavior and Countermeasuresof 21st Century in China

Based on the theory of Sport Sociology, Consumption Behavioral Science,Sports Economics etc,the methods of documents,and social investigations were used in this paper. We made a thorough study on the modern sports consumption behavior and measures of 21st Century in China. The purposes of the research are to lead sports consumption correctly and constitute a theory system of sports consumption behavior. We have the conclusion that the sports consumption behavior process can divide into four periods, they are attention, recognition, division and review period. The main influencing factors of consumptive level are subjectivity active, subjectivity negative factors,objective active and objective negative factors. The countermeasures are enforcing the promotion and leading of sports consumption and the management, overlook of marketing etc.