太湖区域苏州城镇中产阶层体育健身消费特征研究

A Research on Feature of Fitness Consumption of urban Middle Class in the Taihu Lake District——Taking Towns of Suzhou around Taihu Lake as an Example

当今社会下的中国中产阶层发展迅速,将成为社会分层中的庞大群体阶层,是引导新消费文化形成的主体,必然也是未来体育健身消费的主要人群。从明晰中产阶层概念及其在我国的发展定位入手,基于该阶层及其消费文化特征,对太湖周边苏州城镇中产阶层体育健身消费进行调查研究,结果表明:富裕城镇中产阶层体育健身消费动机趋于拓展性;消费"行动"让步于"心动"的长期性;消费时段选择偏向"晚热"型;消费行为呈现滞后性和"两栖性";消费场所和项目的选择日趋品位化,并凸显身份区隔;未来消费发展呈现"观望"性投入与理性选择并存。在此基础上,分析其影响因素,提出改善建议。

As rapidly developing class, Chinese middle class will become a huge community social stratum in the social lamination, and will be main body form guiding new consumption culture. It is also the main crowd of fitness consumption in the future. Tiffs paper clarifies the definition of middle class and summarizes its development at first. And then, an analysis is made onto the characteristics of demands in fitness consumption of middle class in towns of Suzhou around Taihu Lake from their consumption culture. Results show that the towns＇ middle class＇ fitness consumption aims at in-depth development. There is a sharp contrast between the ideal demands and the reality in fitness consumption. The time of fitness consumption is mostly in the evening. The backwardness and ＂amphibious＂ coexist in fitness consuming. The idea of quality first in fitness consumption and the role as a class marker of fitness cousumption become increasingly prominent, and the developmental prospect is the coexistenee of tentative investment and rational decision. Finally, it analyzes the factors influencing fitness consumption and provides some suggestions about it.