论数字时代我国体育新消费  

New Sports Consumption in China in the Digital Age

作　　者：刘建武 钟丽萍[1] 范成文[1] LIU Jian-wu;ZHONG Li-ping;FAN Cheng-wen(College of Physical Education,Hunan University of Technology,Zhuzhou 412007,China)

机构地区：[1]湖南工业大学体育学院,湖南株洲412007

出　　处：《体育文化导刊》2023年第8期66-72,86,共8页Sports Culture Guide

基　　金：2021年湖南省教育厅科学研究青年项目(21B0912);2022年湖南省社科评审委员会项目(XSP22YBC118)。

摘　　要：运用文献资料、逻辑分析等方法,对数字时代体育新消费的内涵、发展特征、困境进行研究,并提出实践路向。发展特征:规模扩容增量效应显著,场景愈加智能化、情景化与社交化,新消费市场呈下沉趋势,新消费模式转向融合发展。困境:消费者市场参与度不高,客群相对集中;体育企业数字化转型缓慢,产品与服务供给质量不佳;基础设施建设薄弱,市场覆盖面不广;监管滞后,市场融合受阻。实践路向:扩大客群,释放居民消费潜力;加快体育企业数字化转型,提升产品与服务供给质量;加强体育新基建,提高市场覆盖率;完善数字市场监管机制,营造良好发展环境。By using the methods of literature review and logical analysis,this paper studied the connotation,development characteristics and difficulty of new sports consumption in the digital age,and put forward the practice direction.Development characteristics:The incremental effect of scale expansion is significant,the scene is becoming more intelligent,situational and social,the new consumer market is trending downward,and the new consumption model is turning to integrated development.Difficulty:The degree of participation of the consumer market is not high,and the customer group is relatively concentrated.The digital transformation of sports enterprises is slow,and the quality of products and services is not good.The construction of infrastructure is weak and the market coverage is not wide.The supervision lags behind,and the integration of the market is hindered.Practice direction:We should expand the customer base and release the consumption potential of residents,accelerate the digital transformation of sports enterprises and improve the quality of product and service supply,strengthen the construction of new sports infrastructure and increase the market coverage,and improve the supervision mechanism of the digital market and create a favorable environment for development.

关 键 词：体育经济 体育新消费 数字时代 

分 类 号：G812[文化科学—体育学]