| （1．上海体育学院 研究生部，上海 200438； 2.广州体育学院 休闲体育与管理系，广东 广州 510642） 摘 要：我国体育消费呈现出阶层分化趋势，有必要从社会分层视角研究体育消费。从社会分层视角研究体育消费的功效在于使体育市场细分更有效，使研究易于标准化，更易透视体育消费的特点。从社会分层视角促进体育消费，在宏观（国家）层次上要缓解和解决贫富分化问题，大力培育中产阶层；在中观（市场）层次上要合理调整、充分利用体育资源，满足多层次体育消费需求；在微观（企业）层次上要进行合理的体育市场细分和定位，并采取有效的目标市场战略。 关 键 词：社会分层； 体育消费； 体育消费的阶层分化； 中产阶层； 市场细分 中图分类号：G80 文献标识码：A 文章编号：1006-7116(2007)01-0134-04 |
CHEN Hua1, Lü Shu-ting2
| (1.Graduate Department, Shanghai University of Sport, Shanghai 200438,China;2.Department of PE and Management, Guangzhou Institute of Physical Eduaction, Guangzhou 510500,China） Abstract: The authors studied the theories and practical meanings of sports consumption based on the trend of differentiation of hierarchy in sports consumption, from sociological perspective of social hierarchization, and in the background of rapid development of sports consumption and structural differentiation of social hierarchy in China, studied the effects of sports consumption from the perspective of social hierarchization, preliminarily probed into several issues such as how to boost sports consumption from the perspective of social hierarchization, and revealed that sports consumption in China shows the trend of differentiation of hierarchy.The effects of studying sports consumption from the perspective of social hierarchization are to make sports market subdivision even more effective, to make study easier to be standardized and easier to reveal the characteristics of sports consumption, and to make it possible that relevant achievements in social hierarchization study will provide references for sports consumption study. In order to boost sports consumption from the perspective of social hierarchization, at the macroscopic (state’s) level, the problem of differentiation between the rich and the poor should be abated and solved, and the middle class should be massively cultivated; at the middle (market’s) level, sports resources should be rationally adjusted and fully utilized in order to meet the demands of multiple hierarchies for sports consumption; at the microcosmic (enterprise’s) level, rational sports market subdivision and orientation should be carried out, and effective target market strategies should be employed. Key words: social hierarchization; sports consumption; differentiation of hierarchy in sports consumption; middle class; market subdivision |
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