体育消费的互惠机理及市场发展研究

发布时间：2018-06-05 13:45

本文选题：体育消费 + 形成机理　；参考：《中南大学》2014年博士论文

【摘要】：随着我国体育产业的发展和居民体育消费水平的提高,体育消费市场的竞争也更加激烈。面对日益复杂多变的市场环境,体育组织者和相关体育企业一方面需要深入了解体育消费市场的运行机制和消费者行为的客观规律,另一方面需要从市场运行的角度来管理体育消费市场或者促进体育企业经营绩效。因此,本研究分析了体育消费及体育消费市场的发展机理,阐述体育消费市场的运行机制,在此基础上,借助于关系营销理论,研究提升体育消费中消费者消费意向的路径,进一步结合国内外典型案例,总结其发展规律,在上述理论与实证研究的基础上,提出引导体育消费健康发展的建议,以期为保证体育消费产业迅速、健康发展提供有效的理论支撑。首先,本文对国内外有关体育消费的理论和研究文献进行了综述。总结了体育消费意识、体育消费意向、体育消费行为和体育消费影响因素等体育消费的四大要素,并绘制出体育消费要素内部结构图,运用计划行为理论,从“认知感知—心理动机—行为意向—行为”这个过程分析了体育消费形成的机理,并从不同卷入度探讨了体育消费形成的不同路径。运用文献资料法、归纳法及逻辑分析等方法,从商品的基本属性分析体育消费市场形成的基本条件,从供求平衡型和生产功能型两种角度分析体育消费市场的形成,并运用价值链理论分析体育消费市场的运作过程,探讨了体育消费市场的整体运行机制。然后,通过文献的整理和理论分析,围绕“互惠如何影响体育消费参与”这一主体思路,深入阐述了基于互惠的体育消费参与影响机理,在此基础上,建立互惠、承诺、信任和体育消费之间关系的概念模型,并提出了本文的6大核心假设。接下来,根据研究问题和中国的研究情境,选取各变量的测量量表,进行预测试、信度检验和探索性因子分析,得到正式调研问卷。然后对问卷调查的对象及数据情况进行了说明,随后对样本进行了必要的特征描述分析,并对正式量表进行了信度和效度检验,以及各关键变量的相关性分析。同时,为了更明确的检验信任和承诺的中介效应,本研究构建了5个嵌套的结构方程模型,通过模型的计算和修订,得到相应的结论：互惠对体育消费参与有足够的解释力,且承诺和信任在其中起中介效应。从国内外典型的成功案例出发,结合一个失败的案例对比,总结出发展体育消费市场的有效启示：以联盟为核心的管理体系,以经济利益为核心的运行机制,以市场需求为核心的营销体系,政府的宏观调控与市场的直接调和有机结合。接下来,运用互惠理论来治理体育消费中企业、消费者与政府的关系,将互惠理论引入到体育消费关系营销当中,实现对体育消费关系的治理。研究结论表明企业要培育与其消费者间的正互惠关系,避免或削弱负互惠关系,同时,行业自律和第三方惩罚对体育行业的健康持续发展具有重要作用。最后,本文分别从政府层面和企业层面提出促进中国体育消费市场健康发展的建议。引导和促进体育消费市场发展的政策建议：健全体育消费市场的各项法规,加强监督和管理；建设完善的诚信体系,加强行业自律；建立现代产权制度,确立体育企业的产权主体；加大宣传力度,以全民健身为契机大力推动体育社会化；加快体育基础设施的建设,改善居民体育锻炼环境；优化体育产业结构,健全多元化的体育投资和消费机制；组建专业化的运作团队,培养专门的赛事管理人才。提升体育消费企业管理绩效的对策建议：提高管理水平；运用现代市场营销手段促进体育消费；以关系营销为手段促进体育消费；提高体育赛事竞技水平。
[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.
【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：G80-05

【参考文献】