Abstract
The aging of China's population has become an indisputable fact. According to the "2019-2025 China Population Aging Market Research and Development Trend Research Report", the total number of elderly people in China has exceeded 200 million. It is expected that by 2025, the total elderly population in China will reach 300 million. Square dancing, as one of the most popular sports among the elderly, has high commercial value hidden behind. This paper adopts the methods of literature study and questionnaire survey, takes chengdu square dance mass dancers and groups as the research object, and researches the development and countermeasures of Chengdu square dance industry. According to the survey, it is found that many entrepreneurs only attempt to get more commercial value from square dancing, but ignore the consumption behavior itself from cultural fitness. As a result, most entrepreneurs' products and business models are not very appropriate to the consumption demand of middle-aged and elderly people. This paper analyzes this problem and puts forward some reference opinions.
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