Empirical Analysis and Optimizing Strategies on Structure of Leisure Consumption in China

Structure of leisure consumption is an important symbol to reflect changing status of quality of leisure consumption and extent of rationalization of its internal composing. Empirical analysis indicates that, in terms of consumption levels, the current structure of leisure consumption in China is dominantly characterized by low-standard prosperity, in terms of content, it has three preferences in people´s choice: recreational and pleasure leisure over developmental and intellective leisure; conspicuous leisure over spontaneous leisure; and passive consumption over active consumption. On the foundation of the analysis of lowlihead of leisure consumption in China, the paper discusses the necessity and conditions to change and upgrade the structure of leisure consumption in China and puts forward countermeasures to improve the structure of leisure consumption in China. The first countermeasure is to breed high-diathesis consumers to hasten leisure consumption. The second is to cultivate spontaneous conception to advance leisure consumption. The third is to upgrade leisure industry roundly to improve the relationship between leisure supply and leisure demand.