新时期我国体育消费的理论构建和实践路向——基于消费者行为理论研究

Theoretical Construction and Practical Direction of Sports Consumption in China in the New Era:Research Progress Based on Consumer Behavior Theory

根据消费者行为理论研究的最新进展,通过对原有研究范式的突破与革新,依托管理营销新范式趋向与架构,提出了新时期我国体育消费的理论构建与实践路向。理论构建以市场细分理论、品牌忠诚度理论和创新扩散理论等为基础,全面剖析观赏性体育消费场景、参与性体育消费场景以及其他体育消费场景下消费者、企业与政府参与主体的有机联系,按照建立联系、初步统合、深度统合以及完全统合4种递进关系的“市场-行为”统合特征来评估新时期我国体育消费增长的趋势。实践路向体现在:以重大体育赛事为契机推进体育主体产业“市场-行为”的统合;以行业融合发展为桥梁推进体文旅“市场-行为”的统合;推进城乡二元体育目标市场与群体消费行为的统合;建立以消费者为中心的体育消费创新模式;不断提升消费者的品牌忠诚度和体育企业的品牌形象。

Based on the latest progress in consumer behavior theory research,by breaking through and innovating the existing research paradigm,and relying on the trend and structure of the new paradigm of management marketing,this paper proposes the theoretical construction and practical guidance of sports consumption in China in the new era.The theoretical construction is based on three theoretical foundations:market segmentation theory,brand loyalty theory,and innovation diffusion theory.It comprehensively analyzes the organic connections between consumers,enterprises,and government participants in ornamental sports consumption scenarios,participatory sports consumption scenarios,and other sports consumption scenarios.Insomuch as our progressive relationships are established in aspect of connection,preliminary integration,deep integration,and complete integration,it is possible to evaluate the trend of sports consumption growth in China in the new era based on the characteristics of target market behavior integration.The practical direction is reflected in:taking major sports events as an opportunity to promote the integration of target markets and behaviors in the sports industry;Using industry integration development as a bridge to promote the integration of sports,culture,and tourism target markets and behaviors;Promoting the integration of urban-rural dual sports target market and group consumption behavior;Establishing a consumer centered innovation model for sports consumption;Continuously enhancing consumer brand loyalty and the brand image of sports enterprises.