近年来，随着教育部提出多项体育教学改革理念，以兴趣爱好为出发点的青少年非专业艺术体操训练已经成为越来越多女孩子热衷的体育项目。体育产业也逐渐成为国民经济支柱性产业，为了加大多元化体育产品供给，近几年，北京市的艺术体操培训机构也从最初的一两家发展到今天的十余家之多。这些机构的成立时间不同，特色各异，价位不一，从场地、训练时间、训练强度、师资配备上都不一样，训练成果当然也就更有差异。本研究对消费者的消费行为进行研究，了解影响消费的因素，进行统计分析，为北京市艺术体操培训机构提出建议，促进北京市艺术体操培训市场的发展。

本研究通过文献资料法、实地考察法和问卷调查法对消费者基本情况、消费行为等进行探究调查，得出以下结论与建议：

北京市艺术体操培训市场消费者多为女性中产阶级，文化素质较高。消费者以强身健体为主要消费动机，其次是以助力升学为动机，第三是以体态矫正为动机。消费者每周的训练时长多为4-6小时，与大多数消费者强身健体的动机相符合。在北京市艺术体操培训市场消费者消费行为影响因素分析中，“提升气质、塑造体形”、“充足的课余时间”、“可选择的课程种类”和“培训机构环境设施”的影响较为显著。以“个人因素”、“培训机构因素”、“社会因素”划分，“个人因素”对消费者消费行为的影响最大。

针对北京市艺术体操培训市场所存在的课程种类不够丰富、宣传力度不足、针对性不强和专业场地供给不足的问题，培训机构应（1）从家长和孩子的角度出发，丰富课程种类、开展特色课程，更有针对性的满足消费者的需求。（2）设置专门的宣传部门，创新宣传方式，体育新闻相关部门应提高艺术体操项目在新闻、节目中的出现频率进行普及，政府应鼓励培训机构与企业单位进行合作，提高场地设施的质量。

In recent years, with the Ministry of Education proposing a number of physical education reform concepts, youth non-professional rhythmic gymnastics training based on hobbies has become a sports that more and more girls are keen on. In order to increase the supply of diversified sports products, in recent years, Beijing's rhythmic gymnastics training institutions have also developed from one or two to more than ten today. These institutions have different establishment times, different characteristics, different prices, different venues, training time, training intensity, and teacher allocation, and the training results are of course more different. This study studies the consumption behavior of consumers, understands the factors affecting consumption, conducts statistical analysis, makes suggestions for Beijing rhythmic gymnastics training institutions, and promotes the development of Beijing rhythmic gymnastics training market.

This study explores the basic situation and consumption behavior of consumers through the literature method, field investigation method and questionnaire survey method, and draws the following conclusions and suggestions:

Most of the consumers in Beijing's rhythmic gymnastics training market are middle-class women with high cultural quality. Consumers take physical fitness as the main consumption motivation, followed by the motivation to help further education, and the third is the motivation to correct the posture. Consumers typically train 4-6 hours per week, which is in line with most consumers' motivation to stay fit. In the analysis of the influencing factors of consumer consumption behavior in the Beijing rhythmic gymnastics training market, the influence of "improving temperament and shaping body shape", "sufficient spare time", "optional course types" and "environmental facilities of training institutions" was more significant. Divided by "personal factors", "training institution factors" and "social factors", "personal factors" have the greatest impact on consumer consumption behavior.

In view of the problems of insufficient variety of courses, insufficient publicity, weak pertinence and insufficient supply of professional venues in the Beijing rhythmic gymnastics training market, training institutions should (1) enrich the types of courses and carry out characteristic courses from the perspective of parents and children, so as to meet the needs of consumers in a more targeted manner. (2) Set up a special publicity department, innovate publicity methods, sports news related departments should increase the frequency of rhythmic gymnastics in the news, programs to popularize, the government should encourage training institutions and enterprises to cooperate to improve the quality of venue facilities.