“互联网+”背景下体育产品消费模式变革研究  

The Research on the Change of Sports Product Consumption Model Under the Background of “Internet + ”

作　　者：钟华梅[1] ZHONG Hua-mei(College of PE ＆ Sports,Beijing Normal University,Beijing 100875,China)

机构地区：[1]北京师范大学体育与运动学院,北京100875

出　　处：《吉林体育学院学报》2018年第5期13-18,共6页Journal of Jilin Sport University

基　　金：国家社会科学基金教育学青年课题(CLA130195)

摘　　要：通过文献资料法在界定相关概念的基础上,分析"互联网+"背景下体育产品消费模式的变化,并提出互联网体育消费市场发展策略。结果认为:"互联网+体育"雏形在2001年就已形成,互联网体育消费将成为体育消费新常态;互联网的发展转变了体育产品销售方式,变革了体育消费过程;体育实物产品、体育服务性产品的消费主要为O2O消费模式;互联网使体育彩票、电子竞技、体育教学科研文化产品的消费方式发生变化;互联网的发展提升体育赛事价值并使体育赛事知识产权消费方式发生变化。互联网体育消费市场的发展策略应该从市场发展政策、法律保障、新型消费模式的探索、市场外部环境和体育消费互联网信息平台建设五个方面着手。This research use literature review method on the basis of defining the relevant concepts, analyze the change of sports product consumption model under the background of ＂ Internet ＋ ＂ , and put forward the Internet sports consumption market devel- opment strategy. The results of the analysis： ＂Internet ＋ sports＂ prototype has formed in 2001, the Internet sports consumption will become the new normal sports consumption; The development of the Internet changed the sports product sales mode and change the process of sports consumption; Sports physical products, sports service product of consumption pattern are mainly 020; The Internet has made sports lottery, e -sports, sports teaching scientific research cultural products consumption pattern change; The development of the Internet to promote sports value and sports intellectual property right consumption patterns change. The Internet sports consumption market development strategy should be fl＇om the market development policy, legal protec- tion, the exploration of new consumption pattern, external market environment and sports consumption of Internet information plat- form construction five aspects.

关 键 词：互联网+ 体育产品 消费模式 市场发展策略 互联网信息平台 

分 类 号：G80-052[文化科学—运动人体科学]