采用文献资料、问卷调查、实地访谈等研究方法，具体分析了四川省城乡居民在体育消费水平、消费结构、消费动机等消费差异的表现。主要表现在：城市居民在体育消费水平较大幅度超过农村居民；城市居民体育消费趋向多元化层次结构，农村居民更显单一；城市居民体育消费动机比农村居民更显多样化。在城乡二元结构体制下，影响城乡居民体育消费行为差异的主要因素为：城乡居民收入及消费水平差距不断扩大、城乡二元社会保障制度、社会体育资源配置“重城镇、轻农村”倾向、城乡文化和生活习惯差异。在此基础上，提出了一些促进统筹城乡体育发展、刺激体育消费需求、发展体育产业方面有针对性的政策建议。%This paper uses literature, questionnaires, field interviews and other research methods to analyze the status of sports consumption of urban and rural residents in Sichuan Province. Their sports consumption level, structure and motivation, etc, are researched, which are mainly reflected in the following aspects:1:urban residents significantly surpass their counterparts in sports consumption level with more diversified consumption structures and motivations. In the dual structural system of urban and rural areas in China, the factors that lead to the differences between Chinese urban and rural residents' sports consumption include the increasing gap in their incomes and consumption behavior, social security in the urban and rural dual system, the priority given to urban areas in terms of sports resource distribution and the differences in culture and life styles between the two areas. The paper accordingly suggests some countermeasures in order to balance sports development between urban and rural areas, to stimulate sports consumption demand and to promote the development of sports industry.
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