21世纪我国现代体育消费行为及对策研究  

Study on Modern Sports Consumption Behavior and Countermeasuresof 21st Century in China

作　　者：刘志强[1] 张庚淼[2] 韩省亮[2] 史斌[1] 赵江红[1] 

机构地区：[1]西安交通大学体育部,陕西西安710049 [2]西安交通大学管理学院,陕西西安710049

出　　处：《西安体育学院学报》2004年第3期1-4,8,共5页Journal of Xi'an Physical Education University

基　　金：1999年国家体育总局体育社会学;软科学立项研究课题(208SS9933)

摘　　要：以体育社会学、消费行为学、体育经济学等理论为基础,采用了文献资料、社会调查、数理统计等研究方法,就我国现代体育消费行为理论及对策等问题进行了深入研究。其目的在于:正确引导体育消费,构建体育消费行为理论体系,提高体育消费水平。主要结论:体育消费行为过程一般可分为注意、认识、决策执行和回顾四个阶段;影响体育消费水平的主要因素是主观积极因素、主观消极因素、客观积极因素和客观消极因素。提高体育消费水平的主要对策:加强体育消费观念的宣传和引导,细分体育消费市场,保护体育消费者权益,加强市场规划、监督和管理等。Based on the theory of Sport Sociology, Consumption Behavioral Science,Sports Economics etc,the methods of documents,and social investigations were used in this paper. We made a thorough study on the modern sports consumption behavior and measures of 21st Century in China. The purposes of the research are to lead sports consumption correctly and constitute a theory system of sports consumption behavior. We have the conclusion that the sports consumption behavior process can divide into four periods, they are attention, recognition, division and review period. The main influencing factors of consumptive level are subjectivity active, subjectivity negative factors,objective active and objective negative factors. The countermeasures are enforcing the promotion and leading of sports consumption and the management, overlook of marketing etc.

关 键 词：21世纪 中国 现代 体育消费 消费行为 消费观念 消费资料 消费需求 

分 类 号：G80-05[文化科学—运动人体科学]