With the rapid growth of China’s market economy and the improvement of Chinese people’s material living standards, the broad masses of the people germination of a variety of consumption, there are a large number of excellent products in the market continue to appear, people’s consumer demand also presents a diversified situation. In the life consumption of modern society, one of the important components is sports consumption, and the consumption of college students is a market that can not be ignored, college students as a special group, their sports consumption demand occupies a very important part. This article mainly USES the questionnaire survey and mathematical statistics, the Jinan university students, for example, Jinan carried out research on college students’ sports consumption demand, in the sports consumption behaviors of university students to do some discussion, analyzes the present situation and characteristics of the sports consumption behavior of college students and Suggestions according to the status and characteristics, make the students can not only conform to their own interests and hobbies. Also can take the initiative to create sports consumption market, further optimize the market structure of our country, and promote economic development.
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