摘要
基于社会分层理论,采用了文献资料、问卷调查、数理统计等研究方法,就陕西省不同收入阶层居民体育消费潜在需求与现实需求的内容和特点等进行了深入调查和对比研究。结果表明:现阶段陕西省不同收入阶层居民体育消费需求尚处在较低水平。较低收入阶层对于普通运动服、普通运动鞋及体育彩票等项目的潜在需求最为迫切;中等收入阶层居民的潜在需求主要集中在名牌运动鞋、球拍以及体育培训等方面;较高收入阶层居民在名牌运动服、小型运动器械、消费性锻炼、体育俱乐部等方面最有可能成为未来市场的潜在客户。建议相关企业根据不同收入阶层居民体育消费潜在需求及其迫切程度的实际情况科学规划近期、中期和远期营销策略,及时调整产业结构,以实现企业的可持续性发展。
Based on the theory of social stratification,the potential demand of sports consumption of different Stratums in Shanxi residents were deeply studied by means of literature consultation as well as questionnaire and mathematical statistics.It is found that the sports consumer demand of different income groups are still at a low level.Ordinary sportswear,sports shoes and sports lotteries are urgent potential demands for lower income levels; for middle-income stratum,it＇ s mainly in terms of brand sports shoes,rackets and sports training,and higher-income stratum is most likely to be the potential customers for brand sportswear,small sports equipments,pay exercise and sports clubs.In order to achieve the sustainable development,it is beneficial for enterprises to make their mid-term and long-term marketing strategies based on potential demands of different income stratums.
出处
《西安体育学院学报》
CSSCI
北大核心
2015年第2期174-178,190,共6页
Journal of Xi'an Physical Education University
基金
陕西省社会科学基金项目(09N004)
关键词
不同阶层
体育消费
潜在需求
比较研究
different stratums
sports consumption
potential demand
comparative study
