摘要
新冠疫情期间,线上市场成为众多体育用品商家和消费者的主要选择。利用阿里指数提供的日度体育用品供给指数和需求指数,实证分析了疫情对线上体育用品市场的影响。研究结果表明:1)随着全国复工复产的推进,线上体育用品市场快速恢复并超过2019年同期水平,供给与需求分别于2020年3月和2020年2月恢复至2019年同期水平,随后一路上涨并超过2019年同期水平;2)不同阶段线上体育用品市场发展状况具有差异性。疫情发展初期,小型居家健身产品线上需求快速上涨。疫情得到控制后,小型居家健身产品线上需求出现回落,非接触类的户外运动产品线上需求大幅上涨,接触类或身体对抗类运动产品线上需求受到抑制;3)疫情对线上体育用品市场产生了较大影响,但对各类型产品的影响效果具有异质性,线上全行业体育用品需求先于供给出现变化,供给满足需求有一定的滞后性。据此,从政府部门、企业自身2个层面提出了对策建议。
During the epidemic,the online market has become the main choice for many sporting goods businesses and consumers.Based on the supply index and demand index of daily sporting goods provided by Ali index,this paper empirically analyzes the impact of epidemic situation on the online sporting goods market.The results show that:(1)with the national resumption of work and production,the online sporting goods market rapidly recovered and exceeded the level of the same period in 2019,the supply and demand scale recovered to the same period level in March and February respectively,and then rose all the way up and exceeded the same period level in 2019;(2)the development of the online sporting goods market is different at different stages.At the beginning of the epidemic,the demand for small home fitness products dropped.After the epidemic was under control,the demand for small home fitness product lines fell back,the online demand for non-contact outdoor sports products rose sharply,and the demand for contact or physical confrontation sports product was inhibited;(3)The epidemic situation has a great impact on the online sporting goods market,but the effect on various types of products is heterogeneous.The demand for sporting goods in the whole online industry changes before the supply,and there is a certain lag in supply meeting demand.Based on this,this paper puts forward policy suggestions from the government departments and enterprises themselves.
作者
方春妮
刘超
FANG Chun-ni;LIU Chao(Leisure Sports Research Center,Sports Department,Hubei University,Wuhan 430062,Hubei China;Graduate School,Wuhan Sports University,Wuhan 430079,Hubei China)
出处
《北京体育大学学报》
CSSCI
北大核心
2020年第12期84-95,103,共13页
Journal of Beijing Sport University
基金
国家社会科学基金项目(项目编号:19BTY058)。
