扩大内需，启动居民消费需求，是１９９９年我国经济工作的主旋律。政府出台了一系列的政策，经济学家提出了各种方案，但国内消费市场人气不旺的现象仍没有大的改观。体育消费是提高人们生活品味和生活质量的时尚消费，１９９９年在宏观经济处于低位徘徊的背景下，体育消费逆 Expanding domestic demand and starting consumer demand are the main theme of our economic work in 1999. The government has introduced a series of policies and economists have put forward various proposals. However, there is still no major change in the sluggish domestic consumer market. Sports consumption is to improve people’s lifestyle and quality of life of the fashion consumer spending in 1999 in the context of macroeconomic hovering at a low level, the inverse of sports consumption