我国中等收入群体的体育消费特征、困境与路径

Characteristics,Dilemma and Paths of Sports Consumption Among the Middle-Income Group in China

运用文献资料、问卷调查等方法,探究我国中等收入群体的体育消费特征、困境,并提出路径。特征:实物型消费规模最大,但仍需夯实;参与型消费增长势头迅猛,但仍需挖掘;观赏型消费欲望强烈,但需着重开发。困境:女性消费市场开发不充分,技术型和技能型职业参与消费程度低,体育竞赛表演产业尚未形成完整产业链,差异化的公共体育服务供给缺失。路径:注重开发女性消费市场,满足多样化消费需求;加强政策引导,激发中小企业消费活力;构建完整体育竞赛表演产业链和赛事价值认同输出机制;以体育赛事为引领,借助数字技术赋能公共体育服务均衡化和差异化供给。

By using the methods of literature review and questionnaire,this paper probed into the characteristics and dilemma of sports consumption of middle-income groups in China,and put forward the path.Characteristics:Physical consumption is the largest,but it still needs to be consolidated.Participation consumption is growing fast,but it still needs to be tapped.Ornamental consumption desire is strong,but it still needs to focus on development.Dilemma:The female consumer market is not fully developed,the technical and skilled occupations participate in consumption is low,the sports competition and performance industry has not yet formed a complete industrial chain,and the supply of differentiated public sports services is lacking.Path:We should focus on developing the female consumer market to meet diversified consumer needs,strengthen policy guidance to stimulate the consumption vitality of small and medium-sized enterprises,build a complete sports competition performance industry chain and competition value recognition output mechanism,and take the lead of sports events to use digital technology to enable balanced and differentiated supply of public sports services.