采用问卷调查法、访谈法、查阅资料法、数理统计法对山东省 8城市 30～ 45岁居民 16 71人的体育消费目的、形式、货币支付等情况进行分析研究 ,认为这类人群在体育消费需求上因其所处的特殊角色位置表现为生存型、享受型、追求未来效应型、美化形体型等多元化特征 ,其消费形式也表现为多样性。说明 :山东省 30～ 45岁城市居民在体育实物、信息、健身消费上都具有很大潜力 ,是一支对体育产业发展有巨大推动作用的生力军 ,并建议体育产业部门的开发要根据消费者需求的不同而更具有层次性。 Through questionnaire, interview, access to data and mathematical statistics, the paper analyzes the purpose, form and monetary payment of 16 71 people from 30 to 45 in 8 cities in Shandong Province, Because of its special role in the location of demand for survival, enjoyment, the pursuit of the future effect, aesthetic shape and other diversified features, the consumption patterns also showed diversity. Explanation: The urban residents aged 30-45 in Shandong Province have great potentials in physical sports, information and fitness consumption. They are a new force that has a tremendous role in promoting the development of the sports industry. It is suggested that the development of the sports industry sector should be based on the needs of consumers Different needs and more hierarchical.