体育明星营销对重庆市大学生体育消费的影响

On Investigation of Chongqing College Students'Sports Consumption Influenced by Sports Star Marketing

体育消费既是现代生活消费的重要内容,也是社会消费水平的重要体现,一定程度上反映了一个国家的民族素质、教育水平、文明程度及经济发展水平.《关于加快发展体育产业促进体育消费的若干意见》《进一步促进体育消费的行动计划(2019—2020)》等文件都展现了体育消费在国民经济社会发展中的重要作用和突出贡献.大学生体育消费作为体育消费的重要组成部分,具备了作为国民经济新的增长点的条件,同时大学生对于体育消费的需求带动了体育产业的发展,而体育明星营销则是刺激这一群体消费的重要因素.体育明星营销是在体育营销的基础上衍生出的以明星效应为推动力的营销方式.本文将通过问卷调查法、数理统计法等对重庆市5所高校大学生体育消费情况作出分析,研究体育明星营销是如何刺激大学生体育消费的,又对大学生体育消费造成了哪些积极或消极的影响,并对其未来发展提出合适的分析与建议.

Sports consumption is a kind of decision made by people to meet the needs of a higher level under the premise of their material living conditions to meet the basic needs of life.It is a new type of consumption based on the subjective understanding of sports functions.Sports consumption is not only an important part of modern life consumption,but also an important reflection of social consumption level.To some extent,it reflects a country's national quality,education level,civilization level and economic development level.The publication of several opinions on accelerating the development of sports industry to promote sports consumption and the action plan for further promoting sports consumption(2019-2020)have all demonstrated the important role and outstanding contribution of sports consumption in national economic and social development.As an important part of sports consumption,college students'sports consumption also possesses the condition as a new growth point of the national economy.The demand of university students for sports consumption has led to the development of the national sports industry.Sports star marketing is the key factor to stimulate the consumption of this group which is based on sports marketing and using the star effect as the driving force.In this article,the sports consumption situation of the undergraduates in five universities in Chongqing will be analyzed by means of questionnaire,mathematical statistics and case analysis to study how sports star marketing stimulates the college students'sports consumption and the positive or negative effect on it.Moreover,appropriate analysis and suggestion to its future development will also be proposed.