现阶段我国中产阶层体育消费特征及其动因探究

Sports Consumption in the Middle Class and Its Motivation

中产阶层是中国现阶段规模增速最快的一个群体,也是反映中国消费市场趋势的风向标。研究现阶段我国中产阶层的体育消费现象,能够有效对中国体育市场的发展趋势加以总体把握,对中产阶层体育消费动因进行研究,可以明晰中国其他阶层的体育消费观念。现阶段分析,中国中产阶层的体育消费特点有:中国中产阶层体育消费出现明显的消费升级,品牌和服务成为中产阶层消费选择的重要参考条件;中产阶层的体育消费习惯出现了集聚和传导,中产阶层引领了其他阶层的体育消费趋势;中产阶层对体育教育支出增加,体育课外教育走向精英化;体育休闲与体育旅游成为中产阶层休闲度假的热门项目等。这些体育消费的特点主要还是由于:中产阶层的健康意识与消费能力的双向提升,其共同作用下引发了中产阶层的消费升级;中产阶层在城市聚居,形成了中产阶层体育消费文化,进而带动其他阶层消费观念变化;体育教育与中产阶层重视子女教育的消费习惯一致,本质上认为体育为子女提供了阶层上升的通道;体育休闲旅游间接成为中产阶层群体认同的重要方式,社交和休闲属性被中产阶层重视这四点原因。建议相关部门单位及时通过调节市场、引导舆论、拓展体育产业内容、完善中国特色体育文化等措施,实现对中产阶层与体育消费市场的调节与平衡。

The middle class is the fastest growing group in China at this stage and it is also a trend indicator of the Chinese consumer market trend.Studying the phenomenon of sports consumption in middle class can effectively grasp the development trend of China’s sports market.Researching the motivation of sports consumption in middle class can clarify the concepts of sports consumption in other classes in China.At this stage of analysis,the performance of sports consumption in the middle class in China is as follows:China’s middle class sports consumption has seen significant consumption upgrades,and brands and services have become important reference conditions for middle class consumer choices;the middle class sports consumption habits have agglomerated and transmitted.The stratum has led the sports consumption trends of other strata;the middle class has increased the expenditure on physical education,and sports extracurricular education has become elite;sports leisure and sports tourism have become the hot items of middle class leisure resorts.The characteristics of these sports consumption are mainly due to the fact that the health consciousness and spending power of the middle class have been promoted in both directions,and the consumption of the middle class has been escalated under the joint effect;the middle class has colonized the city and formed the middle class sports consumption culture,which in turn drives other classes.Changes in consumer attitudes;physical education is consistent with the consumption habits of the middle class in valuing their children’s education.Essentially,sports provide a channel for the rise of their children’s stratum;sports leisure tourism indirectly becomes an important way for middle class groups to identify,and social and leisure attributes are valued by the middle class.For these four reasons,it is suggested that the relevant departments and units shall timely adjust the market,guide public opinion,expand the content of the sports industry,and improve the sports culture with Chinese characteristics,so as to achieve the adjustment and balance of the middle class and the sports consumer market.