苏南富裕乡镇居民体育消费结构与发展趋势研究  

Research on Residents' Sports Consumption Structure and Development Trend of South of Jiangsu Rich Towns

作　　者：史国生[1] 傅钢强[1] 

机构地区：[1]南京体育学院,江苏南京210014

出　　处：《南京体育学院学报（社会科学版）》2014年第2期1-4,28,共5页Journal of Nanjing Institute of Physical Education

基　　金：2009年江苏省社会科学基金项目(编号:09TYD008)

摘　　要：改革开放以来,苏南富裕乡镇居民体育消费需求逐步发展,呈现出体育消费需求生活化、多样化、新奇化和高质量化的特点。目前苏南富裕乡镇的体育消费结构主要还是以实物性体育消费需求为主,然后依次是参与性体育消费、观赏性体育消费和博弈性体育消费。结合苏南实际,笔者认为引导当地体育消费的合理升级需做到以下三点:一是要时刻关注当地群众的体育消费需求变化,拓展体育消费人口比例,特别是潜在的人群;二是要树立"以消费者需求为中心"的理念,为当地体育消费需求的发展构建良好的外部环境;三是要细分体育消费市场,实现合理的多极化发展。Since reform and opening affluent southern township residents’ sports consumption demand gradually de-veloped,showing live sports consumption demand, diversification, novelty of technology and high-quality features. Currently affluent southern township of sports consumption structure is still largely dominated consumer demand for physical sports,followed by participatory sports consumption,spectator sports consumption and the game of sports consumption. Combined with the actual Sunan,I believe that a reasonable guide to upgrade local sports consumption need to do the following three things：always pay attention to the local people sporting changes in consumer demand, expanding the sports consumption proportion of the population,especially the potential of the crowd;should establish a “consumer demand centric” concept,consumer demand for local sports development to build a favorable external environment;to subdivide sports consumer market,to achieve a reasonable multi-polar.

关 键 词：苏南 富裕乡镇 居民 体育 消费结构 

分 类 号：G80-5[文化科学—运动人体科学]