我国观赏型体育消费发展策略研究——基于SWOT-AHP的视角

Strategies for Increasing the Consumption of Spectator Sports in China from the Perspective of SWOT-AHP

为了更加准确地分析我国观赏型体育消费的内外部环境、发展过程中的卡点、堵点以及发展策略等问题,本文运用文献资料、问卷调查、访谈、SWOT—AHP分析等研究方法,对我国观赏型体育消费的内部优势、内部劣势、外部机会和外部威胁进行了定性与定量分析,构建出SWOT—AHP战略模型,得出结论是应采取外部威胁与自身优势相结合的ST发展战略,建议我国需要在建设安全稳定的体育消费环境、统筹供需两侧、提升消费供给质量加大政策支持、完善体育消费体制等方面,来促进观赏型体育消费的发展。

In order to more accurately analyze the internal and external environments,barriers and development strategies of China's spectator sports consumption,this paper utilizes the research methods of literature review,questionnaire survey,interview,SWOT-AHP analysis to conduct qualitative and quantitative analysis of the internal strength,weakness,external opportunities and threats,and constructs a SWOT-AHP strategy model.It is concluded that a ST development strategy combining external threats and its own advantages should be adopted.China needs to promote the development of spectator sports consumption by building a safe and stable environment for sports consumption,coordinating both supply and demand,improving the delivery quality,strengthening policy support and enhancing the systems of sports consumption.