中国职业体育竞赛市场的需求特征研究  

Research on the Competition Market Demand Feature of China Professional Sports

作　　者：何斌[1] 左新荣[1] 余涛[1] 

机构地区：[1]安徽师范大学体育学院,安徽芜湖241000

出　　处：《安徽师范大学学报（自然科学版）》2008年第4期399-404,共6页Journal of Anhui Normal University(Natural Science)

基　　金：教育部人文社会科学研究2006年度一般项目(06JA630003)

摘　　要：采用文献资料、社会调查、比较分析等方法,对中国职业体育竞赛市场的需求特征进行了系统研究,并提出了相应的营销对策.研究表明:建设和发展有中国特色的职业体育文化才能真正满足具有差异性的消费者需求;依据需求的综合性特征,可运用多种营销模式来激发消费需求;针对需求的非迫切性,运用创造需求的思维,来诱导中国职业体育竞赛市场的需求;随着中国经济进一步发展,制约中国职业体育竞赛市场需求均衡分布的主要因素将由经济因素转变为高水平职业运动员数量因素;提高中国职业体育竞赛的观赏性和中国职业体育的品牌知名度可增强中国职业体育竞赛市场需求的连续性.Through using the method of literature review as well as social investigation and comparative analysis ways, this paper studied the competition market demand feature of China professional sports, and suggested the corresponding marketing countermeasure. The result showed only it could satisfy the different consumer demand to build and develop the professional sports culture with Chinese characteristics. Many kind patterns should be applied to arouse the consumer demand on the basis of the comprehensive feature of the demand. In accordance with the demand feature which is not urgent, the thought of creating demand should be applied to guide the competition market demand of China professional sports. With Chinese economy development, the main factor that restricts the balanced distribution of the competition market demand of China professional sports would be changing from economy factor into high level professional athlete quantity. It could strengthen continuity feature of the competition market demand of China professional sports to improve wonderful degree of China professional sports contest and brand popularity of China occupation sports.

关 键 词：职业体育 市场需求 特征 中国 

分 类 号：G80-05[文化科学—运动人体科学]