The perspective of this topics are from the consumer demand preferences and on the basis of extensive collection of literature. It utilizes documentation, surveys, expert interviews, mathematical statistics, comparative analysis and systems analysis and other research methods to study the characteristics of demand preference and consumer behavior of sports service products from the rural residents. It also suggests countermeasures and suggestions on the development of sports service products market for rural residents to satisfy the sports service demands of rural residents.
Key words: Rural residents; Sports service market; Sports service products; Demand preferences
Industrialization and marketization of sports is the inevitable trend of development of Chinese sports. Throughout the development process of the sports industry in developed countries, the main body of the Sports market - the maturity and development of sports service products market not only can bring about huge economic benefits, but also create good social benefits. China is a large agricultural country, which is also a large rural country. The income level of rural residents continued to improve which has driven consumption structure to upgrade, this has created and laid the demand basis of the development of rural sports market. Rural sports market is an integral part of the rural consumer market system, the development of rural sports market will promote the overall prosperity of rural consumer market. The successful holding of Beijing Olympics has injected the era of power for the rise of China's sports industry, in the meantime it has prepared the basis of marketization. Therefore, in the new historical period, exploring the demand issues on sports service products of Chinese rural residents, not only is conducive to the overall prosperity of rural consumer market, but also provides a strong support for promoting the revitalization of Chinese sports service industry. It can provides effective theory and method of reference and experience for the scientific development of sports services industry.
i. DEFINITION OF REUVTED CONCEPTS ABOUT THE DEMAND ON RURAL RESIDENTS AND THEIR SPORTS SERVICE PRODUCTS
1.1 The Meaning of Rural Residents
From a sociological point of view, rural residents as a group which is composed by different types of individual. Along with the development of society and the reform of household registration system, rural residents are more specific, real, closer than their rural counterparts to the reality of rural life. Therefore, we can define rural residents as the one who has rural areas as residence and participates in local social life.
1.2 Definition of Sports Service Products
In marketing, products refer to the factors and means to meet the people's needs and desires through exchange, which is an overall concept, and it is an aggregate composed of core products, forms of products and extension products. According to the overall concept of the product in marketing, it can define sports service products as: The sports which is the work outcomes in the form of living labor to provide for satisfaction of people's sports needs in society. The basic utility is that satisfies people's sports needs, and in the non-physical form of living labor which distinguishes it from other tangible products.
2. ANALYSIS ON THE DEMAND STATUS OF SPORTS SERVICE PRODUCTS OF RURAL RESIDENTS
Demand issues and consumption issues are the basis of studying various micro issues of consumers in marketing. Demand is the need of the ability to pay, while consumption is the process of satisfying this demand. "Demand preferences" and "consumer behavior" are both the important issue of the theory of consumer behavior. Former is to study "what is needed" for consumer, the latter is to study "how to satisfy the demand". According to logical order speaking, "what is needed" is the first problem to be solved, and it follows by the question of "how to satisfy the demand". …