摘要
本研究旨在探析小众体育健身项目发展现状及趋势,以期为其未来发展提供路径选择和政策导向。根据“长尾理论”,消费者不再满足于足球、篮球等主流热门体育项目,而会进一步关注适合自己的个性化的体育项目,小众体育项目越来越受到追捧。美国户外休闲体育、英国近几年全民健身调查等都印证了群众体育健身项目选择的“长尾效应”。从中国全民健身参与的现状可以看出,对健身项目“长尾”的发展需求强烈,亟待开发。随着社会越来越富裕,体育健身项目呈现多元化和个性化,是“头部市场”和“尾部市场”并存的格局。中国小众体育健身项目发展的对策:开发小众体育项目,提供更多体育健身项目选择;拓宽宣传推广渠道,积极培育小众体育健身项目市场,使小众体育健身项目进入大众视野。
The purpose of this study is to explore the current situation and trend of minority sports fitness projects,so as to provide path selection and policy guidance for their future development.According to the“long tail theory”,consumers are no longer satisfied with football,basketball and other popular sports,but will pay more attention to personalized sports,so minority sports are increasingly sought after.The outdoor leisure sports in the United States and the national fitness survey in Britain in recent years have confirmed the“long tail effect”of mass sports fitness project selection.From the current situation of China’s national fitness participation,it can be seen that there is a strong demand for the development of“Long Tail”fitness project,which needs to be urgently developed.With the society becoming more and more affluent,sports fitness projects show diversification and individualization,coexisting in a“head market”and“tail market”.The countermeasures for the development of minority sports fitness projects in China include:developing minority sports projects,providing more options for sports fitness projects,broadening the channels of publicity and promotion,actively cultivating the market of minority sports fitness projects,and bringing minority sports fitness projects into the public’s vision.
作者
冯晓玲
FENG Xiaoling(Shandong Sport University,Jinan 250102,China)
出处
《南京体育学院学报》
2020年第1期17-21,共5页
Journal of Nanjing Sports Institute
关键词
长尾理论
小众体育
健身项目
体育场地
休闲娱乐
long tail theory
minority sports
fitness programs
sports ground
leisure and entertainment
