堵点与破局:后冬奥时代我国体育消费潜力挖掘路径研究  

Plugging point and breaking game: research on the path of Chinese sports consumption potential mining in Post-Winter Olympics era

作　　者：张义辉 何芳[1] ZHANG Yihui;HE Fang(Physical Education and Training School of Hunan University of Science and Technology,Xiangtan 411201,Hunan,China)

机构地区：[1]湖南科技大学体育学院,湖南湘潭411201

出　　处：《辽宁体育科技》2023年第1期19-23,共5页Liaoning Sport Science and Technology

摘　　要：为促进我国体育产业高质量的发展,充分挖掘我国居民体育消费的潜能,基于后冬奥时代所引领体育产业发展方向,秉承可持续发展原则、高质量发展原则、协调发展原则,探究我国体育消费潜力挖掘路径。研究显示:我国体育产业主体产业占比不足,消费结构不合理;消费市场活力不足,产业供需失衡,影响输出动力;消费差异性增大,缺乏理性消费观念;我国体育产业本土品牌文化落后,消费者权益保障不足。并提出实施路径:优化体育产业结构,促进协调发展;投资驱动转向消费驱动;创新体育消费引导机制;提升品牌竞争力,培育多元市场。In order to promote the high-quality development of sports industry in our country,fully tap the potential of Chinese residents sports consumption,this paper explores the potential mining path of sports consumption in our country based on the late Winter Olympic to lead the direction of sports industry development,adhering to the principles of sustainable development,the high quality development,the principles of coordinated development. The research shows that the main industry of Chinese sports industry is insufficient,and the consumption structure is unreasonable;the lack of vitality of the consumer market and the imbalance between industrial supply and demand affect the output of power;diversified consumption subjects,lack of rational consumption concept;the local brand culture is backward and the protection of consumer rights and interests is insufficient. And it puts forward the implementation path,such as: optimizing the structure of sports industry to promote coordinated development;a shift from investment-driven to consumption-driven;innovation sports consumption guidance mechanism to enhance brand competitiveness and cultivate diversified markets.

关 键 词：后冬奥时代 体育产业 体育消费 路径 

分 类 号：G80-05[文化科学—运动人体科学]