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0.前言体育消费作为一种在满足人们的基本消费之后,以追求、发展和享受为更高层次需要的消费行为,已经成为我国国民经济新的增民点。如何面对巨大的体育消费市场,以体育健身为突破口,科学合理地配置资源,激发大众体育消费意识,引导大众的体育消费行为,调整大众体育消费结构,培养大众良好的体育消费习惯,扩展消费群体,促进参与性、实物性和欣赏性体育消费,从根本上扩大内需,实现体育产业化的良性发展,是一个商业价值与全民健身双赢的重大课题。1.研究对象与研究方法1.1研究对象随机抽取荆州市300名不
0. Preface Sports consumption, as a kind of consumer behavior that is pursued, developed and enjoyed as a higher level after satisfying people’s basic consumption, has become a new increasing point of our national economy. How to deal with the huge sports consumption market, take sports as a breakthrough point, allocate resources scientifically and rationally, stimulate public awareness of sports consumption, guide mass sports consumption behavior, adjust mass sports consumption structure, cultivate public’s good sports consumption habits and expand consumption Groups, to promote participatory, physical and appreciative sports consumption, to fundamentally expand domestic demand and realize the sound development of sports industrialization is a major issue of a win-win business relationship between commercial value and national fitness. 1. Research objects and research methods 1.1 The subjects were randomly selected Jingzhou 300 not