宁波市青少年体育消费需要类型的比较研究

本文以体育社会学、消费行为学、消费心理学等理论为基础,采用了文献资料、社会调查、数理统计等研究方法,就我市不同性别青少年体育消费需要的基本类型、内容和特点等进行了深入研究,以更好地把握青少年体育消费需要与行为的内在规律,正确引导青少年体育消费心理预期,为政府有关部门和企业制定有效的调控政策和营销策略提供理论依据。结果表明在现实需要中我市青少年依然注重体育消费品的经济性、耐用性和实用性.

On the Demand Types of Sports Consumption of Juveniles in Ningbo

The essay which is based on the theories of sports sociology, consumer behavior and consumer psychology, makes an in-depth research on the types, matters and characters of sports consumption in different genders of juveniles in various of Ningbo, aided with the means of literature search, social surveys and statistics and so on. The purpose of the essay is to seek for the internal laws of juvenile sports consumption, to guide juveniles to build a healthy consumption mentality and to provide a theoretical evidence for governments and enterprises to constitute effective policies and strategies. The results show that most juveniles in Ningbo pay great attention to economy, durability and practicability of the sports consumer goods in the real needs.