新冠疫情背景下体育消费困境分析与应对策略研究

Analysis of Sports Consumption Dilemma and Research on Coping Strategies in the Context of COVID-19

新冠疫情是我国新中国成立以来发生最大的公共卫生安全突发事件之一,在全国人民的共同努力下,新冠疫情得以全面控制。新冠疫情给国家的各项事业正常运作带来了一次非常严峻的挑战。体育产业是现代服务业的重要做组成部分,寻找解决体育消费困境的方法和策略将对体育产业的复苏起着至关重要的作用。体育消费分为实物型支出体育消费、参与型体育消费、观赏型体育消费、体育传媒与信息消费四个方面,本文运用文献资料法对当前我国的体育消费现状进行研究,并采取积极地应对策略。研究发现:疫情期间,参与型体育消费和观赏型体育消费受到的影响很大,而实物型支出体育消费因兼顾线上线下所受到的影响相对很小,体育传媒与信息消费借助线上的优势反而增多了。

The COVID-19 outbreak is one of the biggest public health emergencies since the founding of the People’s Republic of China. Thanks to the concerted efforts of the whole nation, the COVID-19 epi-demic has been brought under full control. COVID-19 has posed a severe challenge to the normal operation of all undertakings in China. Sports industry is an important part of modern service in-dustry, so it will play a vital role in the recovery of sports industry to find ways and strategies to solve the dilemma of sports consumption. Sports consumption can be divided into four aspects: material-oriented sports consumption, participative sports consumption, ornamental sports con-sumption, sports media and information consumption. This paper studies the current situation of sports consumption in China by using the literature method, and adopts active countermeasures. The study found that during the epidemic period, the participation sports consumption and the ornamental sports consumption were greatly affected, while the physical spending sports con-sumption was relatively little affected by the combination of online and offline activities, and sports media and information consumption were enhanced by the advantages of online activities.