数字经济时代的体育新型消费:特征、机理与趋势  

New-Type Consumption in the Digital Economy:Characteristics,Mechanisms,Trends

作　　者：张艳枚 沈克印[2] ZHANG Yanmei;SHEN Keyin(College of Physical Education,Huizhou University,Huizhou 516007,China;School of Economics and Management,Wuhan Sports University,Wuhan 430079,China)

机构地区：[1]惠州学院体育学院,广东惠州516007 [2]武汉体育学院经济与管理学院,湖北武汉430079

出　　处：《惠州学院学报》2024年第6期12-17,85,共7页Journal of Huizhou University

基　　金：广东省哲学社会科学规划项目(GD23XTY34)。

摘　　要：数字经济时代探究体育新型消费的特征与趋势,有利于引导体育消费升级方向,推动体育消费高质量发展。运用文献资料等研究方法,阐释数字经济驱动体育新型消费的理论价值,分析其特征、形成机理和发展趋势。研究发现,数字经济时代体育新型消费呈现“价值共创”消费主体主动化,“虚实共振”消费渠道全域化,“体验至上”消费场景数字化,“客群细分”消费群体分级化4个特征。数字经济驱动新型消费主体、客体和环境的发展,未来体育消费将呈现消费理念更加注重价值型塑造、数字经济塑造体育消费新生态格局、创新融合新模式重构体育消费场景、消费客群细分市场带来新的增长极等发展趋势。Exploring the characteristics and trends of new-type sports consumption in the digital economy era is conducive to guiding the upgrading direction of sports consumption and promoting the high-quality development of sports consumption.By using literature and other methods,this paper expounds the theoretical value of new sports consumption driven by digital economy,and analyzes its characteristics,formation mechanism and development trend.The research holds that there are four characteristics of sports consumption in the era of digital economy:"Value co-creation"the main consumer initiative,"Virtual and real resonance"consumption channels,"Experience first"digital consumption scene,"Customer segmentation"classification of consumer groups.Digital economy drives the development of new consumption subjects,objects and environment.In the future,sports consumption will show development trends such as paying more attention to value-oriented shaping,shaping a new ecological pattern of sports consumption by digital economy,the sports consumption scene is reconstructed by the new mode of innovation and fusion,and bringing new growth poles by market segments of consumer groups.

关 键 词：新型消费 体育产业 数字经济 体育消费 数字技术 

分 类 号：F49[经济管理—产业经济]