基于社会阶层理论的滑雪体育赛事消费行为与营销策略研究被引量：6

Research on Consumption Behavior and Marketing Strategy of Skiing Events Based on Social Stratum Theory

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摘要体育赛事消费者的消费行为模式决定了整个"赛事链"的发展趋势,对推动体育赛事产业进程,实现赛事经济效益最大化具有重大的影响作用。基于社会阶层理论视角,运用社会网络分析、回归分析等方法对滑雪体育赛事消费者消费模式的网络化特征及社会阶层与投入程度之间的关系进行了分析与讨论。结果发现:滑雪体育赛事消费者的消费模式主要呈现出电视平台观赛、网络平台购物的整体特征,且随着社会阶层的提升,滑雪体育赛事消费者在时间和费用成本投入上不断增加,但在花费精力方面,社会中层的消费者要高于社会上层和社会下层的消费者。由此,研究基于不同社会阶层消费者的消费行为特征,提出了"个性化-情感联结-消费情景"的组合营销策略,为推动滑雪体育赛事的品牌建设进程提供了重要的参考意义。 The consumption behavior pattern of consumers in sporting events determines the development trend of the whole"event chain",which has a significant impact on promoting the process of sports industry and maximizing the economic benefits of sports events.Based on the perspective of social stratum theory,this paper uses the methods of social network analysis and regression analysis to analyze and discuss the network characteristics of consumer consumption patterns in skiing and the relationship between social stratum and degree of involvement.The results show that the consumption pattern of skiing consumers mainly presents the overall characteristics of watching games on TV platform and shopping on online platform.Besides,with the rise of social class,the consumers of skiing events have increased their investment in time and cost,but in terms of energy consumption,the middle-class consumers are higher than those in the upper and lower strata of society.Therefore,based on the consumer behavior characteristics of different social strata,this paper puts forward a combined marketing strategy of"specification-emotional connection-consumption scenario"to provide an important reference for promoting the brand building process of skiing events.

作者张瑞林李凌车雯 ZHANG Rui-lin;LI Ling;CHE Wen(Jilin Sport University,Changchun 130022,Jilin China;College of Physical Education,Shandong University,Jinan 250061,Shandong China)

机构地区吉林体育学院山东大学体育学院

出处《北京体育大学学报》 CSSCI 北大核心 2019年第11期23-34,共12页 Journal of Beijing Sport University

基金国家社会科学基金重点项目“消费需求升级背景下我国滑雪体育产业供给转型研究”(项目编号:17ATY005).

关键词社会阶层理论消费模式投入程度滑雪体育赛事营销策略 social stratum theory pattern of consumption involvement skiing events marketing strategy

分类号 G863.1 [文化科学—体育训练]

作者简介张瑞林,教授,博士,博士研究生导师,研究方向体育管理与体育产业。