Sports Consumption Market Development Strategy Under the Background of Diversified Social Classes

The widening gap between classes has led to an increasing consumer division among different social classes which has also been reflected in sports consumption. Based on this, the paper analyzes the different sports consumption characteristics of different classes from the perspective of consumer economics, with the result indicating that upper classes pay more attention to the identity of sports consumption its social interaction value. Middle classes pay more attention to the experiences of sports consumption and its value on entertainment. Lower classes focus more on the practicality of sports consumption and its value on physical fitness. This also requires market organizations to develop participatory, material and spectator-sports consumption based on the different sports consumption characteristics of different classes.