榆林市网球消费行为研究

发布时间：2018-06-16 14:37

本文选题：榆林市 + 网球　；参考：《西安体育学院》2015年硕士论文

【摘要】：近年来,随着我国改革开放的不断深入,广大人民群众的物质生活水平在不断提高的同时,对于精神生活的需求也在发生着变化。网球运动促进了全民健身运动的发展,网球消费已经成为体育消费纲要中的组成部分。随着榆林市经济的发展和广大市民消费意识和消费水平的提高,榆林市已具备开展网球运动的经济、地理、和人文条件。因此,合理的引导榆林市网球市场的发展,对提高榆林市网球运动水平和促进居民的网球消费观念以及意识、改进网球市场的发展,提供了理论依据和真实可靠的参考数据。本文采用文献资料法法、实地调查法、问卷调查法、访谈法、数据统计等方法,以榆林学院、榆林师范学院、榆林市体育局、榆林市聚丰智慧城、榆林市奥林城等网球馆的网球消费作为本文的研究对象,得出以下结论:男性网球消费群体文化程度较高;消费人口明显多于女性消费者;消费群体以中青年消费者和中等偏上收入人群为主。多数网球消费者对网球运动价值的认同程度是较高的。相比一线城市,榆林市目前网球消费水平现状为:实物型网球消费方面的的状况是目前还处于中低等的消费水平;在参与型网球消费方面的状况是仍然处于中等的消费水平;在观赏型网球消费方面的状况是依然处于非常低的水平。女性以及男性的消费比例与北京、上海、广州等国内网球开展最好的城市大致相同,但在比赛需求方面的动机,男性消费者明显高于女性,绝大部分人群是健身需求与消遣娱乐方面的消费动机,女性消费者以提高自身修养为动机、以及对于追求时尚的动机和要明显高于男性;老年人都是以健康为目的的锻炼。本文对于榆林市网球消费行为的研究提出以下几点建议:(一)开展多渠道的信息搜集,比如在网球场馆的各种资料和消费信息方面,从而提高榆林市的网球消费层次,可以通过媒介广告的方式来进行宣传推广。培养更多的网球爱好者,提高网球消费意识,形成较好的网球运动气氛,吸引更多的女性、和青少年的消费者来加入网球运动,使业余网球运动成为群众体育网球运动生活中不可或缺的组成部分。(二)加快网球场地和网球设施的利用率,政府部门需加大资金投入网球场地设施建设,实行政府、社会、个人等多渠道的融资来建设网球场馆;鼓励有条件的单位个人多投资,促进网球场和社区建设网球设施,从而多元化了社会网球的补充,既经济又实用;榆林市高校可以根据自身的条件状况;在修建网球场地的同时,降低网球场管的收费,有条件的开放部分场地,以此来缓冲场地资源的紧张,在大力开展群众竞技网网球运动的基础上,发展球运动。(三)建议榆林市各高校在大学校园中开设网球专项课程,通过图书、报刊、杂志等途径来介绍网球信息,重视网球的学校普及和普及专业的网球知识,介绍网球的基础知识和基本技能等,从而可以让更多的大学生可以了解网球这项运动的魅力所在,了解网球明星、网球趣事、并加入到网球运动中来。(四)倡导网球俱乐部增加网球竞技比赛活动的开展,聘请专业的网球教学人才,举办各种类型的网球比赛,举办培训班,促进网球协会的建立与发展。
[Abstract]:In recent years, with the continuous deepening of China's reform and opening up, the material living standard of the masses of the people is constantly improving, and the demand for spiritual life is changing. Tennis has promoted the development of the national fitness movement. Tennis consumption has become a part of the goal of sports elimination. With the economy of Yulin City Development and the improvement of the public consumption consciousness and consumption level, Yulin has developed the economic, geographical, and humanistic conditions of tennis sports. Therefore, the rational guidance of the development of the tennis market in Yulin City, to improve the level of tennis in Yulin and to promote the consciousness of the residents' tennis elimination, and to improve the development of the tennis market. This paper adopts the methods of literature, field investigation, questionnaire, interview, data statistics and so on, taking the tennis consumption of Yulin University, Yulin normal college, Yulin Sports Bureau, Yulin city of Jufeng wisdom City, Yulin city and other tennis courts as the research object of this paper. The following conclusions: the male tennis consumer group has a higher education level; the consumption population is obviously more than the female consumer; the consumer group is dominated by the middle-aged and young consumers and the middle income population. Most tennis consumers have a higher recognition of the tennis sport value. Compared with the first tier city, the current situation of tennis consumption in Yulin is: The status of the consumption of material tennis is still in the middle and low consumption level; the state of participation in tennis consumption is still at a moderate level of consumption; the consumption of ornamental tennis is still at a very low level. The consumption ratio of women and men is with domestic tennis in Beijing, Shanghai, Guangzhou and so on. The best cities are roughly the same, but the motive of the competition is that the male consumers are obviously higher than the women. Most of the people are the motivation of the fitness needs and entertainment, the female consumers are motivated to improve their self-cultivation, and the motivation for the pursuit of fashion is obviously higher than that of the men; the elderly are all healthy. This article puts forward the following suggestions for the study of tennis consumption behavior in Yulin: (1) to carry out multi channel information collection, such as all kinds of information and consumption information in tennis venues, so as to improve the level of tennis consumption in Yulin, and promote the promotion and promotion by means of media advertising. Tennis enthusiasts, improve the awareness of tennis consumption, form a better tennis atmosphere, attract more women, and young consumers to join the tennis sport, make amateur tennis sports an indispensable part of the sports life of the masses. (two) speed up the utilization of tennis courts and tennis facilities, government departments It is necessary to invest more money in the construction of tennis venues and facilities, implement the multi-channel financing of government, society and individual, to build tennis venues, encourage the individual units with conditions to invest more, promote tennis courts and community construction of tennis facilities, so as to diversify social tennis supplementation, both economic and practical; Yulin colleges and universities can be based on their own conditions. At the same time, in the construction of tennis court, the fee of the tennis court pipe is reduced, and the open part of the field is open to buffer the tension of the field resources. On the basis of vigorously carrying out the tennis sport of the mass competitive network, the ball sports are developed. (three) it is suggested that the colleges and universities in Yulin provide special tennis courses in the university campus, through books and newspapers, Magazine and other ways to introduce tennis information, pay attention to the popularity of tennis schools and popularize professional tennis knowledge, introduce the basic knowledge and basic skills of tennis, so that more students can understand the charm of tennis, tennis stars, tennis fun, and join in tennis. (four) Advocacy Network Ball clubs increase the activities of tennis competition, hire professional tennis teaching talents, hold various types of tennis competitions, hold training classes, and promote the establishment and development of Tennis Association.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G845

【参考文献】