农民体育健身工程视域下农民体育消费研究

A Study on Farmers’ Sports Consumption from the Perspective of Farmers’ Sports and Fitness Project: A Case Study of Shanxi Province

采用文献资料、问卷调查、数理统计和逻辑分析等方法,对山西省农民在2011年的体育消费进行调查与分析,结果显示:农民体育消费呈现中等偏弱水平,全年没有参与体育消费的农民所占比例较大;参与体育消费的动机主要是增强体质、愉悦身心、社会交往;主要用于实物型体育消费;农民在进行体育消费时主要参考商品价格、实用性、商品质量等要素;农民体育商品经营场所短缺,销售体育用品单一等.针对目前山西省农民体育消费存在的问题,提出合理建议.为大力开发山西省农村体育市场,塑造农民合理的体育消费结构,促进体育经济的健康发展,建设和谐社会主义新农村提供理论依据.

In this paper,methods such as literature review,questionnaire,statistics and analyses are used to analyze the farmers’ sports consumption in Shanxi.Results show that the consumption is at a medium-low level;the percentage of the farmers who do not consume any for sports is high;the motive of sports-participating is mainly for strong constitution,pleasant feelings and relax,and social interaction;the main form is material consumption;main factors influencing the consumption are prices of goods,the practicality,and the quality;the farmers’ sports goods markets are not adequate and goods lack variety.Some suggestions are put forward to solve the problems： to explore the sports markets,to make reasonable consumption,to promote the sports economy and to provide theoretical basis for harmonious new socialism countryside.