我国女性体育消费的发展动向、制约因素及促进策略

The Development Trendg Strategies of,Restrictive Factors and Promotin Women’s Sports Consumption in China

运用文献资料法、数理统计法、及逻辑推理等研究方法,对我国女性体育消费的发展动向、制约因素进行研究。研究发现:我国女性体育消费的发展动向主要有:体育消费占比逐渐增加;由实物型体育消费逐渐转向享受型体育消费等。进一步对女性体育消费存在的制约因素分析,发现女性体育产品设计不贴合女性维度,健身场馆不吸引女性消费者,传统观念影响女性体育消费等。最后分别从4个层面提出现阶段我国女性体育消费相应的促进策略。

By using the methods of literature,mathematical statistics and logical reasoning,this paper studies the development trend and restrictive factors of women’s sports consumption in China.The research finds that the development trend of women’s sports consumption in China mainly includes:the proportion of sports consumption increases gradually;From physical sports consumption to enjoyment sports consumption.Further analysis of the constraints of women’s sports consumption shows that women’s sports product design does not fit women’s dimensions,fitness venues do not attract women consumers,and traditional concepts affect women’s sports consumption.Finally,the corresponding promotion strategies of women’s sports consumption in China are proposed from four aspects.