冰壶论文：冰壶 发展 市场 消费者 体育消费者.docVIP

冰壶论文：冰壶 发展 市场 消费者 体育消费者 【中文摘要】冰壶运动起源于14世纪的苏格兰,兴盛于加拿大,其竞技实力和群众基础在世界上都比较强。20世纪90年代这项运动由日本传入中国,主要在我国东北地区开展。作为一项新兴的体育运动项目,其竞技水平近年来发展非常迅速,尤其我国女子冰壶队在世锦赛上勇夺金牌,极大的影响并提高了此项运动的社会知名度,但目前这项运动在我国的群众基础还比较薄弱,冰壶专业人才比较缺乏,后备力量匮乏,产业建设发展迟缓,市场潜力有待进一步挖掘。虽然国内部分学者也注意到了这些问题,进行了相关的研究,但大多研究主要集中在竞技领域内,而对于如何把这项非常适合中国人从事的体育项目通过市场化运作进一步向社会大众推广普及还尚属空白。因此,本论文的研究在于:运用微观经济学、市场营销学和消费者行为学的有关理论知识,对我国冰壶运动的开展现状、市场前景和消费需求做一定的分析研究,并得出富有建设性的结论和建议,供有关方面参考。研究结果如下:1、我国冰壶运动发展竞技水平提高较快,但场馆状况不容乐观,不仅总体数量少,而且专业化冰壶馆缺乏。2关键冰壶器材设备目前国内没有能力生产,严重依赖进口,价格昂贵。3缺乏培养冰壶专业人才的组织或机构,后备人才建设严重滞后。4有关新闻媒体对冰壶运动宣传力度不够,项目知名度不高。5冰壶运动专业队训练管理体制不够健全,未能引起上级部门足够重视,训练经费来源渠道单一,没有形成长效发展机制。6冰壶运动群众基础薄弱,开展的地区和从事的人群较少,大众化发展有待提高,具备实现大众化普及的可能性。7冰壶运动行业发展状况不容乐观,缺乏有效的政策支持,市场供给小于需求,市场定价较高,但市场前景广阔。 【英文摘要】Curling originates from Scotland in the 14th century; flourish in Canada which Competitive level and base of masses are stronger in the world. Curling sport was introduced into China form Japanese in the 1990s, which mainly develop in the northeast of China. As a new sports items which competitive level is developing very fast in recent years, especially in the world championships women curling of china won gold medals great impacting and increasing social popularity. But now mass base of curling sports in China is still relatively weak, lacking of professional talents and reserve force, slowly development of industrial construction. The potential market needs further mining. Although some domestic scholars also noticed these problems and do some researches, most mainly focus on the athletic field, how to apply marketing operation to further popularization curling sport fitting for Chinese people engaged in, which is still in the blank. Therefore, research purpose of this dissertation is: applying knowledge of Microeconomics, Marketing and Consumer Behavior, do analysis and study on market prospects and consumption demand of curling sport in China and draw the constructive conclusions and recommendation for the following pages. The results are as follows: 1 th