湖南省户外运动产品消费的实证分析

An Empirical Analysis on the Consumption of Outdoor Sport Products in Hunan Province

以湖南户外运动市场消费为研究对象,采用文献资料、问卷调查和数理统计等研究方法,对湖南户外运动消费市场的特点和购买渠道进行了分析,认为湖南省户外运动消费还停留在实物消费阶段,大多数户外运动用品的价格较高,在消费时间长短上属耐用品,短时期内不会进行重复购买,所以市场容易饱和。对户外运动消费人群进行分类,其中"高需求、低消费力"人群是目前湖南省内以及国内户外运动产品的主要消费人群;对户外产品进行分类,其中"质量低,价格低"的产品在国内供应中占较大比例。通过消费分析能了解消费心理和需要,正确引导户外运动用品消费以推动户外运动发展。

Taking the consumption of outdoor sport products in Hunan Province as the research subject,this article deals with the study of the characteristics of the market consumption and purchase channel of outdoor sport products in Hunan Province by means of literature review,questionnaire and mathematical statistics.It is believed that the consumption of outdoor sports in Hunan Province is still at the stage of consumer goods.Meanwhile,the market can be quickly saturated with expensive and durable goods,because few of the consumers would make repeat purchases. After a classification of the outdoor sport consumers, it is concluded that the main consumers of the outdoor sport products in Hunan and most areas of China are those with high demand hut low consumption power. After a classification of the outdoor sport products, it is noted that products of low quality and price take a major proportion in the domestic supply. Consumption analysis is a good way to learn about the consumption psychology and demand and to guide a proper consumption of the outdoor sport products for a better develop- ment of the outdoor sports.