中国不同区域城市居民体育消费差异实证研究

An Empirical Study on Sports Consumption Differences in Different Areas in China

本文依据理念——行为——内容模式,通过消费者导向视角,对中国不同区域体育消费者进行市场细分,以实证方法挖掘体育消费差异,提供市场扩展的依据。研究表明,在注重体育消费的品质要求的共性下,不同区域之间表现出明显的体育消费理念、行为和内容选择上的差异。这意味着,在体育产业投融资过程中充分体现适应差异性的不同区域投融资特点,满足体育消费需求的过程中运用差异化营销提升体育,以及通过消费结构升级优化体育产业结构以促进区域体育产业发展等策略对于中国体育产业的发展具有重要的意义。

Relying on the mode ＂ideas--behavior-- contents ＂ and seeing from the visual angle of consumers＇o- rientation, this paper conducts market segmentation to the sports consumers in different region of China and makes use of empirical approach to explore the sports consumption differences and offer theoretical foundation for market expan- sion. Under the common character of valuing the quality of sports consumption, different region shows obvious differ- ences in the sports consumption idea, behavior and content selection. This means that it is very significant for the devel- opment of Chinese sports industry to embody fully the fea- tures of investment and financing in different regions adjus- ting to diversity in the process of investment and financing, apply differentiation marketing to the improvement of sports in the process of meeting the demands of sports consumers, and prompt the regional sports industry development through upgrading the consumption structure to optimize the sports industrial structure.