摘要
通过对我国12个城市13—25岁的青少年体育消费品更新周期的现状进行深入调查和研究,试图为企业和有关部门制定营销策略,调整产品结构,正确处理城市青少年体育消费品市场的产销关系提供科学依据。研究结果表明,我国城市青少年实物性体育消费品更新周期主要受消费品本身使用寿命、追求时尚、攀比心理和参加体育活动频度等因素的影响;精神性体育消费品更新周期主要受消费品本身使用周期频度的影响;西部青少年体育报刊的购买行为更加活跃;男性青少年实物性体育消费品和精神性消费消费品的更新周期均比女性短,表现出更强烈的参与意识和消费欲望。
This paper investigates and studies the existing situation of sports consumer goods renewal period of teenagers among people aged from 13-25 years old in 12 cities in our country, tries to constitute sales strategies for enterprises and concerned departments, adjusts product structure and provides scientific bases for correctly deal with relation between production and sale of city teenagers sports consumer goods market. The research shows that the material sports consumer goods renewal period of city teenagers in our country is mainly influenced by the life of the con- sumer goods, fashion pursuit, comparison mind and sports attendance frequency. Spiritual sports consumer goods renewal period is mainly influenced by the use period frequency of consumer goods itself. Western teenagers are more active in purchasing sports newspaper and magazines. The renewal period of both material and spiritual consumer goods of male teenagers are shorter than that of female teenagers and the attendance consciousness desire of male teenagers and stronger than that of female teenagers.
出处
《浙江体育科学》
2009年第3期11-14,共4页
Zhejiang Sport Science
基金
国家体育总局软科学项目(837ss05100)
关键词
青少年
体育消费品
更新周期
teenager
sports consumer goods
renewal period
