我国农村体育消费市场振兴的逻辑理路与行动方略  

Logical Way and Action Strategy of the Revitalization of Rural Sports Consumption Market in China

作　　者：陈洋 张玲燕[2] 孔庆波[2] CHEN Yang;ZHANG Ling-yan;KONG Qing-bo(Department of Public Physical Education,ZheJiang GuangSha Vocational and Technical University of Construction,Jinhua 322100,China;College of Physical Education,Chongqing University of Arts and Sciences,Chongqing 402160,China)

机构地区：[1]浙江广厦建设职业技术大学公共体育教学部,浙江金华322100 [2]重庆文理学院体育学院,重庆402160

出　　处：《体育文化导刊》2023年第4期94-101,110,共9页Sports Culture Guide

基　　金：国家社会科学基金项目(19BTY037)。

摘　　要：运用文献资料、实地调研和逻辑推理等方法,对我国农村体育消费市场的现状、振兴的逻辑理路进行研究,并提出行动方略。我国农村体育消费市场现状:整体规模不足、结构相对单一、区域差异明显、供需结构失衡。振兴的逻辑理路:满足农村居民体育文化需求,推动体育产业高质量发展,贯彻落实健康中国战略和全民健身战略。行动方略:精准把握职能定位,优化消费市场环境;构建消费市场供给体系,适应消费需求;完善公共体育服务,推进载体建设;依托体育产业助推乡村共同富裕,提升消费能力。By using the methods of literature review,fi eld research and logical reasoning,this paper studied the current situation and the logic of the revitalization of the rural sports consumption market,and put forward some countermeasures.Current situation of Chinese rural sports consumption market:the whole scale is insuffi cient,the structure is relatively single,the regional difference is obvious and the structure of supply and demand is unbalanced.The logic of revitalization:It should meet the sports and cultural needs of rural residents,promote high-quality development of the sports industry,and implement the strategy of healthy China and national fi tness.Action strategy:We should accurately grasp the functional positioning to optimize the consumer market environment,build the consumption market supply system to meet consumer demand,improve public sports services to promote the construction of sports carriers,and rely on the sports industry to promote the common prosperity of rural areas and improve the consumption power.

关 键 词：体育经济 农村体育 消费市场 振兴 

分 类 号：G812.42[文化科学—体育学]