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中国城市女性体育消费促进策略研究 预览

Strategies of Promoting the Sports Consumption of Chinese Urban Women
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摘要 采用文献资料法,逻辑分析法分析我国城市女性体育消费促进策略,研究发现:在实物型消费中,城市女性注重“体验感”,生产企业更多研究城市女性心理,设计出符合其心理诉求的产品;在参与型消费中,俱乐部要采用刨新思维,开发出民族特色项目和空中瑜伽、多样化户外健身跑等刨新项目,通过兴趣带动消费,逐步培养锻炼习惯,并借鉴美国的“规范化公司运作”模式;在观赏型消费中,需要提高男性体育比赛的吸引力,对比赛的组织形式、宣传、内容等充分考虑城市女性的身心需求、社会认同需求,提高女子赛事的市场化程度. The types of sports consumption of Chinese urban women are analyzed. Urban women of material sports consumption pay attention to personal experience so that the companies should study their psychology and design the products in accordance with their psychological demands. For the women of the participated consumption, the club should learn the American standardized mode and develop innovative programs, such as national programs, yoga in the air and diverse outdoor running, to promote consumption by interests and to cultivate their exercise habits. For women of sports-spectator consumption, the attractiveness of male sports competitions should be enhanced, the organization, propaganda and programs of the games meet the needs of urban women' s psychology, and social identity and marketization of women's tournaments be increased.
作者 梁小军 钟永锋 马国锋 温继怀 LIANG Xiaojun1, ZHONG Yongfeng2, MA Guofeng3, WEN Jihuai3 (1.Department of Public Infrastructure, Zhaoqing Medical College,Zhaoqing, Guangdong 526020, China; 2. Technology College of WIPE, Wuhan, Hubei 430205, China; 3.School of Physical Education and Health, Zhaoqing University, Zhaoqing, Guangdong 526061, China)
出处 《肇庆学院学报》 2018年第5期73-78,85共7页 Journal of Zhaoqing University (Bimonthly)
基金 广东省肇庆市哲学社会科学项目(16ZC-06)
关键词 全民健身 城市女性 体育消费促进 national fitness urban women promotion of sports consumption
作者简介 梁小军(1979-),湖南涟源人,肇庆医学高等专科学校副教授,硕士.
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