本文選題：體育消費 + 形成機理��； 參考：《中南大學》2014年博士論文

【摘要】：隨著我國體育產業(yè)的發(fā)展和居民體育消費水平的提高,體育消費市場的競爭也更加激烈。面對日益復雜多變的市場環(huán)境,體育組織者和相關體育企業(yè)一方面需要深入了解體育消費市場的運行機制和消費者行為的客觀規(guī)律,另一方面需要從市場運行的角度來管理體育消費市場或者促進體育企業(yè)經營績效。因此,本研究分析了體育消費及體育消費市場的發(fā)展機理,闡述體育消費市場的運行機制,在此基礎上,借助于關系營銷理論,研究提升體育消費中消費者消費意向的路徑,進一步結合國內外典型案例,總結其發(fā)展規(guī)律,在上述理論與實證研究的基礎上,提出引導體育消費健康發(fā)展的建議,以期為保證體育消費產業(yè)迅速、健康發(fā)展提供有效的理論支撐。 首先,本文對國內外有關體育消費的理論和研究文獻進行了綜述�？偨Y了體育消費意識、體育消費意向、體育消費行為和體育消費影響因素等體育消費的四大要素,并繪制出體育消費要素內部結構圖,運用計劃行為理論,從“認知感知—心理動機—行為意向—行為”這個過程分析了體育消費形成的機理,并從不同卷入度探討了體育消費形成的不同路徑。運用文獻資料法、歸納法及邏輯分析等方法,從商品的基本屬性分析體育消費市場形成的基本條件,從供求平衡型和生產功能型兩種角度分析體育消費市場的形成,并運用價值鏈理論分析體育消費市場的運作過程,探討了體育消費市場的整體運行機制。 然后,通過文獻的整理和理論分析,圍繞“互惠如何影響體育消費參與”這一主體思路,深入闡述了基于互惠的體育消費參與影響機理,在此基礎上,建立互惠、承諾、信任和體育消費之間關系的概念模型,并提出了本文的6大核心假設。接下來,根據研究問題和中國的研究情境,選取各變量的測量量表,進行預測試、信度檢驗和探索性因子分析,得到正式調研問卷。然后對問卷調查的對象及數據情況進行了說明,隨后對樣本進行了必要的特征描述分析,并對正式量表進行了信度和效度檢驗,以及各關鍵變量的相關性分析。同時,為了更明確的檢驗信任和承諾的中介效應,本研究構建了5個嵌套的結構方程模型,通過模型的計算和修訂,得到相應的結論：互惠對體育消費參與有足夠的解釋力,且承諾和信任在其中起中介效應。 從國內外典型的成功案例出發(fā),結合一個失敗的案例對比,總結出發(fā)展體育消費市場的有效啟示：以聯盟為核心的管理體系,以經濟利益為核心的運行機制,以市場需求為核心的營銷體系,政府的宏觀調控與市場的直接調和有機結合。 接下來,運用互惠理論來治理體育消費中企業(yè)、消費者與政府的關系,將互惠理論引入到體育消費關系營銷當中,實現對體育消費關系的治理。研究結論表明企業(yè)要培育與其消費者間的正互惠關系,避免或削弱負互惠關系,同時,行業(yè)自律和第三方懲罰對體育行業(yè)的健康持續(xù)發(fā)展具有重要作用。 最后,本文分別從政府層面和企業(yè)層面提出促進中國體育消費市場健康發(fā)展的建議。引導和促進體育消費市場發(fā)展的政策建議：健全體育消費市場的各項法規(guī),加強監(jiān)督和管理；建設完善的誠信體系,加強行業(yè)自律；建立現代產權制度,確立體育企業(yè)的產權主體；加大宣傳力度,以全民健身為契機大力推動體育社會化；加快體育基礎設施的建設,改善居民體育鍛煉環(huán)境；優(yōu)化體育產業(yè)結構,健全多元化的體育投資和消費機制；組建專業(yè)化的運作團隊,培養(yǎng)專門的賽事管理人才。提升體育消費企業(yè)管理績效的對策建議：提高管理水平；運用現代市場營銷手段促進體育消費；以關系營銷為手段促進體育消費；提高體育賽事競技水平。
[Abstract]:With the development of China's sports industry and the improvement of sports consumption level, the competition of sports consumption market is more intense. Facing the increasingly complex and changeable market environment, sports organizers and related sports enterprises need to understand the operating mechanism of sports consumption market and the objective law of consumer behavior on the one hand, and on the other hand. It is necessary to manage the sports consumption market or promote the performance of sports enterprises from the perspective of market operation. Therefore, this study analyzes the development mechanism of sports consumption and sports consumption market, expounds the operating mechanism of sports consumption market, and on this basis, studies the promotion of consumer consumer intention in sports consumption with the help of relationship marketing theory. On the basis of the above theory and empirical research, this paper puts forward some suggestions to guide the healthy development of sports consumption in order to provide effective theoretical support for the rapid and healthy development of sports consumption industry.
First, this paper summarizes the theory and research literature on sports consumption at home and abroad, summarizes the four major elements of sports consumption, such as sports consumption consciousness, sports consumption intention, sports consumption behavior and sports consumption factors, and draws the internal composition map of sports consumption elements, and uses the theory of planned behavior, from "cognitive perception -" The process of psychological motivation behavior intention behavior analyzes the formation mechanism of sports consumption, and probes into the different paths of sports consumption from different involvement degrees. By means of literature, induction and logic analysis, the basic conditions for the formation of sports elimination market are analyzed from the basic attributes of commodity, from the balance of supply and demand and the balance of supply and demand. The formation of sports consumption market is analyzed in two aspects of production function, and the operation process of sports consumption market is analyzed by value chain theory, and the overall operating mechanism of sports consumption market is discussed.
Then, through the collation and theoretical analysis of the literature, around the main idea of "how reciprocity affects sports consumption participation", the mechanism of sports consumption participation based on reciprocity is expounded. On this basis, a conceptual model of the relationship between reciprocity, commitment, trust and sports consumption is set up, and the 6 core hypotheses of this paper are put forward. Then, according to the research and China's research situation, we select the measurement scale of the variables, carry out the pre test, the reliability test and the exploratory factor analysis, get the formal questionnaire, then explain the object and data of the questionnaire survey, then carry out the necessary feature description analysis to the sample, and carry out the formal scale. Reliability and validity test, as well as the correlation analysis of key variables. At the same time, in order to test the intermediary effect of trust and commitment more clearly, this study constructs 5 nested structural equation models, and obtains the corresponding conclusion through the calculation and revision of the model: reciprocity has sufficient explanatory power for sports consumption participation, and the commitment and trust are It plays a mediating effect.
From the typical cases of successful cases at home and abroad and a failure case comparison, this paper summarizes the effective inspiration for the development of sports consumption market: the management system with the core of the alliance, the operation mechanism with the core of economic interest, the marketing system with the market demand as the core, and the organic combination of the government's macro regulation and the direct harmonization of the market.
Then, we use the reciprocity theory to govern the relationship between the enterprises in sports consumption, the relationship between the consumers and the government, and introduce the reciprocity theory into the sports consumption relationship marketing to realize the governance of the relationship of sports consumption. The conclusion shows that the enterprise should cultivate the positive relationship between the consumers and the consumers, avoid or weaken the negative reciprocal relationship, and the industry self-discipline at the same time. And third party punishment plays an important role in the healthy and sustainable development of sports industry.
Finally, from the government level and the enterprise level, this paper puts forward some suggestions to promote the healthy development of China's sports consumption market. The policy suggestions to guide and promote the development of sports consumption market: improve the regulations of the sports consumption market, strengthen supervision and management, build a perfect integrity system, strengthen the self-discipline of the industry, and establish a modern property right system. To establish the main body of the property rights of the sports enterprises, to strengthen the publicity, to vigorously promote the socialization of sports, to accelerate the construction of sports infrastructure, to improve the environment for the physical exercise of the residents, to optimize the structure of the sports industry, to improve the diversified sports investment and the system of consumption, to form a specialized operation team and to train specialized personnel. Competition management personnel. Measures to improve the management performance of sports consumption enterprises: improve the management level, use modern marketing means to promote sports consumption, promote sports consumption by means of relational marketing, and improve the competitive level of sports events.
【學位授予單位】：中南大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：G80-05

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本文編號：1982188