哈尔滨市冬季传统体育消费者消费行为的调查研究

Research on Consumer Behavior of Traditional Winter Sports in Harbin

通过文献资料法、问卷调查法、数理统计法等,对哈尔滨市冬季传统体育消费者及其消费行为进行调查分析。结果显示,哈尔滨市冬季传统体育的消费者中男性比例较高,并且以青年人、本地人居多。大多数消费者对冬季传统体育娱乐项目有"再次消费"的意愿。消费者对产品特性的满意度较高,但对经营现状的满意度不高。鉴于此,提出了打造特色鲜明产品、树立品牌形象和准确定位消费人群的哈尔滨市冬季传统体育发展对策,旨在为冬季传统体育产品的开发和产业运作提供参考和借鉴。

By using the methods of literature, questionnaire survey, mathematical statistics and so on, this paper has an analysis on the consumers and their consumer behaviors of traditional winter sports in Harbin. The results show a higher proportion of male consumers in traditional winter sports in Harbin, and high in young people and local people. Most consumers have the wishes ＂consumption again＂ to traditional winter sports entertainment. Consumers are satisfied with the characteristics of products, but the satisfaction of the operating status is not high. In view of this, the paper puts forward to make countermeasures of developing traditional winter sports in Harbin, such as developing distinctive products, establishing a brand image and accurate positioning the consumer groups, in order to provide a reference for the development and industrial operation of traditional winter sports products.