太湖区域苏州城镇中产阶层体育健身消费特征的研究.docVIP

太湖区域苏州城镇中产阶层体育健身消费特征的研究 　　摘 要: 当今社会下的中国中产阶层发展迅速,将成为社会分层中的庞大群体阶层,是引导新 消费文化形成的主体,必然也是未来体育健身消费的主要人群。从明晰中产阶层概念及其在 我国的发展定位入手,基于该阶层及其消费文化特征,对太湖周边苏州城镇中产阶层体育健 身消费进行调查研究,结果表明:富裕城镇中产阶层体育健身消费动机趋于拓展性;消费“ 行动让步于“心动的长期性;消费时段选择偏向“晚热型;消费行为呈现滞后性和“两 栖性 ;消费场所和项目的选择日趋品位化,并凸显身份区隔;未来消费发展呈现“观望性投入 与理性选择并存。在此基础上,分析其影响因素,提出改善建议。 　　关键词:健身消费;中产阶层;消费需求;身份区隔;小康社会;苏州城镇 　　中图分类号:G80-05文献标识码:A文章编号 :1007-3612(2009)08-0034-04 　　 　　A Research on Feature of Fitness Consumption of urban Middle Cla ss in the Taihu Lake District 　　――Taking Towns of Suzhou around Taihu Lake as an Example 　　ZHAO Sheng?guo?1, TAI Chong?xi?2, WANG Kang?le?2, YAO Lei?1 　　(1.Department of P.E., Chaohu College, Chaohu 　　238000, Anhui Ch ina; 　　2.Institute of P.E., Suzhou Universty, Suzhou 　　215021, Jiangsu China) 　　Abstract: As rapidly developing class, Chinese middle class will become a huge c ommunity social stratum in the social lamination, and will be main body form gui ding new consumption culture. It is also the main crowd of fitness consumption i n the future. This paper clarifies the definition of middle class and summarizesits development at first. And then, an analysis is made onto the characteristic s of demands in fitness consumption of middle class in towns of Suzhou around Ta ihu Lake from their consumption culture. Results show that the towns middle cla ss fitness consumption aims at in?depth development. There is a sharp contrastbetween the ideal demands and the reality in fitness consumption. The time of fi tness consumption is mostly in the evening. The backwardness and “amphibious c o exist in fitness consuming. The idea of quality first in fitness consumption andthe role as a class marker of fitness consumption become increasingly prominent ,and the developmental prospect is the coexistence of tentative investment andrational decision. Finally, it analyzes the factors influencing fitness consumpt ion and provides some suggestions about it. 　　Key words: fitness consumption; middle class; consumers