TITLE:
Research on the Dilemmas and Solutions for the Sports Consumption Market in Small and Medium-Sized Cities
AUTHORS:
Bao’er Xiao
KEYWORDS:
Small and Medium-Sized Cities, Sports Consumption Market, Supply-Side Reform, Consumption Concepts, Policy Support
JOURNAL NAME:
Journal of Service Science and Management,
Vol.18 No.5,
October
22,
2025
ABSTRACT: With the rapid development of China’s sports industry and the in-depth advancement of the national fitness strategy, the sports consumption market in small and medium-sized cities is gradually becoming a new engine for regional economic growth. However, constrained by multiple factors, including economic development levels, consumption concepts, and policy support, this market still faces numerous challenges. Based on the current situation, this paper systematically analyzes the development dilemmas of the sports consumption market in small and medium-sized cities from three dimensions: supply-side, demand-side, and environmental-side, and proposes corresponding solutions. It aims to provide references for promoting the healthy and sustainable development of the sports economy in these areas.