我国滑雪人群行为偏好与消费特征研究  

Research on Behavioral Preferences and Consumption Characteristics of Skiers in China

作　　者：赵乐发[1] 刘继秀[1] ZHAO Lefa;LIU Jixiu(Public Course Teaching and Research Department of Shenyang Sport University,Shenyang 110100,China)

机构地区：[1]沈阳体育学院公共课教研部,辽宁沈阳110100

出　　处：《冰雪运动》2024年第6期63-71,共9页China Winter Sports

基　　金：沈阳市哲学社会科学规划课题(SYSK2023-01-176)。

摘　　要：当前,我国滑雪产业正蓬勃兴起,但相关的理论研究和实践经验仍然不足。为推动滑雪产业可持续发展,利用SDK大数据分析、社会网络分析法和访谈法,对滑雪人群的行为偏好与消费特征进行研究。得出滑雪人群以男性为主导,以25~44岁的家庭群体为核心,常驻华东地区等一线城市,人群活动的整体流动性较大;滑雪人群具有中高级消费能力,具有注重生活品质、追求效率、保持社交、紧跟时尚等偏好,整体特点较为鲜明;基于滑雪人群用户画像,可以将滑雪个体大致分为三类,利于开展个性化服务。建议针对滑雪核心用户群体进行精准推广,逐步带动周边及次要用户群体的兴趣及参与;结合区域经济发展水平实施差异化推广策略,提升大众对滑雪运动的认知及接受度;深入挖掘滑雪运动的多元社会价值,构建滑雪文化生态圈,开发滑雪跨界融合产品,丰富滑雪运动的内涵及外延。Currently,ski industry is booming in China,but relevant theoretical research and practical experience are still insufficient.In order to promote the sustainable development of the ski industry,SDK big data analysis,social network analysis and interview methods were used to study the behavioral preferences and consumption characteristics of skiers.It can be concluded that the skiers is dominated by men,with family groups aged 25 to 44as the core,resident in first-tier cities such as East China,and the overall mobility of crowd activities is relatively large;the skiers has mid-to-high-end spending power,and is focused on quality of life.The overall characteristics are relatively distinct due to preferences such as pursuing efficiency,staying social,and keeping up with fashion.Based on user portraits of skiers,individual skiers can be roughly divided into three categories,which is conducive to the development of personalized services.It is recommended to carry out precise promotion for the core ski user groups and gradually drive the interest and participation of surrounding and secondary user groups;implement differentiated promotion strategies based on the regional economic development level to enhance the public's awareness and acceptance of ski sports;deeply explore the ski sports To realize the diverse social values of skiing,build a ski cultural ecosystem,develop cross-border ski integration products,and enrich the connotation and extension of skiing.

关 键 词：滑雪人群 行为偏好 消费特征 SDK技术 

分 类 号：G80-052[文化科学—运动人体科学]