女性体育消费方式的演变及现代消费特征分析

Patterns Evolution and Characteristics of Modern Female Sport Consumption

采用文献资料法,以消费社会和生活风格理论作为分析工具,梳理现代女性体育消费方式的演变,解读现代女性体育消费的基本特征,以寻找现代女性体育消费的趋势,并提出引导女性体育消费的对策建议。认为:现代女性体育消费目的在于建构差异,在塑身、休闲、观赛和体育用品的消费中获得个体认同与社会认同,尤其是自我形象的认同。现代女性体育消费者虽然受到消费社会文化的控制,不能完全自我表达,但也具有了更强烈的主体性。引导现代女性体育消费,要善用感性营销去使每一个女性体育消费者的感性面显现,要注重亚文化营销,让体育成为每个现代女性日常生活中被真诚对待的一种文化形式、一种生活风格。

Base on literature review, Sociology of Consumption and Living Manner theory, this paper analyzed the pattern ano evolution of female sport consumption, unscrambled the characteristics of modern female sport consumption, investigated the trend of modern female sports consumption, in order to put forward the countermeasures and suggestions of modern female sport consumption. This paper holds： the purposes of modern female sport consumption is： difference construction; female individual build social identity and personal recognition, especially self image recognition, through body building, leisure sport, sports competition watching and sporting goods consumption. Being restricted by social consumption culture and can hardly express themselves completely, fe- male sport consumers have stronger subjectivity. Thus the strategy for modern female sport consumption guide： take full advantage of perception marketing to raise sensibility of female sport consumers; take full advantage of sub--cultural marketing to make sport a seriously treated cultural form and life style of each female consumer.