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运用市场营销学、体育社会学理论 ,在查阅大量文献资料的基础上 ,对我国体育产品的构成、特征进行研究 ,从体育产品的消费角度分析探讨了体育产品的消费动机和消费行为。
On the basis of referring to a large amount of documents and materials, this paper studies the composition and characteristics of sports products in China by using marketing and sports sociology theories. The consumption motivation and consumption behavior of sports products are discussed from the viewpoint of sports products consumption.