| 我国不同年龄段人群体育消费现状与经营策略研究 |
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| 引用本文： | 许可,戴超平,庞元宁.我国不同年龄段人群体育消费现状与经营策略研究[J].武汉体育学院学报,2005,39(5):11-14. |
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| 作者姓名： | 许可 戴超平 庞元宁 |
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| 作者单位： | 1. 湛江师范学院,体育科学学院,广东,湛江,524048
2. 四川师范大学,体育学院,四川,成都,610068 |
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| 基金项目： | 国家体育总局体育社会科学、软科学课题(342SS01090)。 |
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| 摘 要： | 运用数理统计等方法对2000年中国群众体育现状调查结果进行分析研究。结果表明:"弱体育消费"是我国不同年龄人群体育消费的主流;实物型体育消费是群众体育消费结构的主体;在参与型体育消费中呈现出中、青年人群"低次数、高价格",老年人群"高次数、低价格"的体育消费特点。通过价格策略与销售策略拉动体育消费增长,旨在为我国群众体育事业的宏观决策提供理论参考,也为体育产业的战略决策提供建议。
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| 关 键 词： | 体育消费 经营战略 价格策略 销售策略 消费市场 |
| 文章编号： | 1000-520X(2005)05-0011-04 |
| 修稿时间： | 2004年12月18 |
Research on management strategy and current sports consumption of people of different ages in China |
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| XU Ke,DAI Chao-ping,PANG Yuan-ning.Research on management strategy and current sports consumption of people of different ages in China[J].Journal of Wuhan Institute of Physical Education,2005,39(5):11-14. |
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| Authors: | XU Ke DAI Chao-ping PANG Yuan-ning |
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| Institution: | XU Ke~1,DAI Chao-ping~1,PANG Yuan-ning~2 |
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| Abstract: | Survey results of mass sports of year 2000 in China were analyzed through mathematical statistics. Results showed that "low sports consumption" was the mainstream of mass sports consumption in China. The principal part of consumption was purchase of sports things. Young people tended to spend a lot on sports but not often. While old aged people tended to spend less but very often. Promoting sports consumption through price and sales strategies could provide theoretical reference for mass sports industry. |
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| Keywords: | sports consumption management strategy price strategy sales strategy consumption market |
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