南京市高校教师体育消费现状调查与对策研究
摘要
中华人民共和国成立后,我们国家进行了大规模的经济建设,人民的生活水平整体上达到了小康水平,而中国也已经跃为世界上最具发展潜力的经济大国之一。2008年,北京成功地举办了第二十九届奥运会,证实了中国强大的综合国力,奥运会的举办激发了全民健身的热情,在华夏大地上掀起一阵健身热潮。南京作为即将承办第二届青奥会的城市,将给我们的城市和市民带来怎样的变化呢,我们翘首以待。截至2009年南京市共有53所高校,教师总人数近8万左右,强大的教师团体的体育消费行为会对其他消费者的体育消费行为产生一定的导向作用。体育消费行为已经成为经济组成的一部分,是体育经济学的研究内容之一。文中将南京市高校教师的体育消费现状作为研究对象,希望通过本次研究调查能够帮助其他消费者建立合理健康的体育消费观念,培养健康意识,为南京市体育事业的发展提供一些参考。
本文采用文献资料法、问卷调查法、数理统计法、逻辑分析法等研究方法,从10所院校中随机抽取了1300名高校教师进行了问卷调查,对他们的体育消费进行了分析。主要内容:南京市高校教师的基本情况;余暇时间主要从事的活动与锻炼习惯;体育消费现状;体育消费的影响因素。通过对南京市高校教师这一群体的体育消费行为的调查研究,初步得到了以下结论,希望能够引导其他消费者体育消费并推动南京市体育事业的发展。
调查结果:
1、参与体育运动的基本情况,他们参加体育锻炼的首要动机是体育锻炼和保持健康的体魄。每周参与体育运动的次数并不理想,这显示体育运动意识不够强烈。体育锻炼的主要的形式是自己进行体育锻炼或者与家人、同事以及朋友一起进行体育锻炼。超过一半的高校教师选择到免费体育锻炼场馆运动,有限的场馆设施与参与体育锻炼人数不成比例,影响了他们参与体育运动的热情。
2、体育消费情况,他们获取体育消费信息的主要途径是以电视、网络来获取信息,认为这种信息获取方式简便直接。体育消费整体水平不高,消费结构存在着明显的不协调,购买运动服装鞋帽和器材的所占比例最大。购买体育消费品时他们主要考虑的还是价格因素,符合大多数人的消费习惯和心理。
3、体育消费的影响因素,影响他们体育消费的三大方面因素是个人自身因素、市场相关因素以及学校相关因素其中最具代表性的是经济水平以及体育场馆收费高。
发展对策:
1、政府应切实提高高校教师收入水平,增加社区体育设施建设,加大体育交流。
2、商家应根据高校教师不同的消费特点,制定合理的销售计划。
3、学校应以教师为本,结合实际情况实施多种措施促进他们的体育运动及消费。
4、高校教师应该从自身做起积极主动地参加各种体育运动,掌握体育锻炼方法,培养体育锻炼兴趣,主动获取体育消费信息。
After the People's Republic of China had been established, our country carried on large-scale economic development. People's livelihood has almost reached the better-off level, and China has become one of the nations with the greatest development potential in the world. The success of the 29th Oympic games in Beijing confirmed China's comprehensive national strength, which stimulated the enthusiasm of nationwide fitness, raising a craze for fitness on the motherland. Nanjing, as the holder of the 2nd Youth Olympic Games , we will raise the head wait for the changes for our city and the residents. There are altogether 53 universities up to 2009 in Nanjing, and the total number of teacher is nearly 80,000. The sports consumer behavior of college teachers can have certain guidance function to other consumer's sports consumer behavior.The sports consumer behavior has already become a part of economy, and is one research content of sports economics .In the article, the author takes sports consumption of college teachers in nanjing as the object of study, hoping to help other consumers to establish a reasonable and healthy idea of sports expense through this research investigation , to raise the health consciousness, and to provide some references for the Nanjing sports enterprise development.
This article uses the methods of synthesizing documents, questionnaire survey, nathematical statistics and logical analysis. 1300 university teachers has carried on the questionnaire survey from 10 colleges and universitie at random to analyse their sports expense. Main component: basic situation of Nanjing University teachers ; Their leisure activity and exercise custom; present situation of Sports consumption ; influence factor of sports consumption. Through the investigation and study of the consumption behavior of college teachers in nanjing, the author obtained the following conclusion initially, hoping to guide other consumer's sports consumption and to impel the development of Nanjing sports enterprise.
Investigation conclusion:
1st, the basic situation of sports participation, the most important motive are the physical training and the maintenance of health body. the times of each week participation of sports is not ideal, which demonstrate the awareness is not fierce.The main physical training form is to carry on the physical training alone or with the family member, the colleague as well as the friends together. more than half of university teachers choose the free physical training facility movement. the limited facility facility and the disproportionate population of participation on physical training affect the enthusiasm in the sports .
2nd, the sports consumption situation, they gain the sports information mainly by way of television and network ---convenient and direct.The sports consumption level is not high and the consumption pattern obviously is uncoordinated, the purchase sportwear shoes and hats and the equipment account for the biggest proportion.When purchasing sports consumption they mainly consider the price factor, which accord with the majority person's expense custom and the psychology.
3rd, the influence factor of sports expends , the first three factors which affect their sports expends are individual own factor, the market correlation factor as well as the school factor. The most representative is the high economical level as well as the high fees of sports facility.
Development countermeasure:
1st, the government should raise their income level practically, increase community sports facilities construction, and enlarge sports exchange.
2nd, the business should act according to the university teacher's different expense characteristic to formulates the reasonable sales plan.
3rd, the school should take the teacher as essentials, union actual situation and take kinds of measures to promote their sports and the expense.
4th, the university teachers should start positively from oneself to attend kinds of sports ,grasp physical training method, raise the physical training interest, and gain the sports expense information on own initiative.
本文采用文献资料法、问卷调查法、数理统计法、逻辑分析法等研究方法,从10所院校中随机抽取了1300名高校教师进行了问卷调查,对他们的体育消费进行了分析。主要内容:南京市高校教师的基本情况;余暇时间主要从事的活动与锻炼习惯;体育消费现状;体育消费的影响因素。通过对南京市高校教师这一群体的体育消费行为的调查研究,初步得到了以下结论,希望能够引导其他消费者体育消费并推动南京市体育事业的发展。
调查结果:
1、参与体育运动的基本情况,他们参加体育锻炼的首要动机是体育锻炼和保持健康的体魄。每周参与体育运动的次数并不理想,这显示体育运动意识不够强烈。体育锻炼的主要的形式是自己进行体育锻炼或者与家人、同事以及朋友一起进行体育锻炼。超过一半的高校教师选择到免费体育锻炼场馆运动,有限的场馆设施与参与体育锻炼人数不成比例,影响了他们参与体育运动的热情。
2、体育消费情况,他们获取体育消费信息的主要途径是以电视、网络来获取信息,认为这种信息获取方式简便直接。体育消费整体水平不高,消费结构存在着明显的不协调,购买运动服装鞋帽和器材的所占比例最大。购买体育消费品时他们主要考虑的还是价格因素,符合大多数人的消费习惯和心理。
3、体育消费的影响因素,影响他们体育消费的三大方面因素是个人自身因素、市场相关因素以及学校相关因素其中最具代表性的是经济水平以及体育场馆收费高。
发展对策:
1、政府应切实提高高校教师收入水平,增加社区体育设施建设,加大体育交流。
2、商家应根据高校教师不同的消费特点,制定合理的销售计划。
3、学校应以教师为本,结合实际情况实施多种措施促进他们的体育运动及消费。
4、高校教师应该从自身做起积极主动地参加各种体育运动,掌握体育锻炼方法,培养体育锻炼兴趣,主动获取体育消费信息。
After the People's Republic of China had been established, our country carried on large-scale economic development. People's livelihood has almost reached the better-off level, and China has become one of the nations with the greatest development potential in the world. The success of the 29th Oympic games in Beijing confirmed China's comprehensive national strength, which stimulated the enthusiasm of nationwide fitness, raising a craze for fitness on the motherland. Nanjing, as the holder of the 2nd Youth Olympic Games , we will raise the head wait for the changes for our city and the residents. There are altogether 53 universities up to 2009 in Nanjing, and the total number of teacher is nearly 80,000. The sports consumer behavior of college teachers can have certain guidance function to other consumer's sports consumer behavior.The sports consumer behavior has already become a part of economy, and is one research content of sports economics .In the article, the author takes sports consumption of college teachers in nanjing as the object of study, hoping to help other consumers to establish a reasonable and healthy idea of sports expense through this research investigation , to raise the health consciousness, and to provide some references for the Nanjing sports enterprise development.
This article uses the methods of synthesizing documents, questionnaire survey, nathematical statistics and logical analysis. 1300 university teachers has carried on the questionnaire survey from 10 colleges and universitie at random to analyse their sports expense. Main component: basic situation of Nanjing University teachers ; Their leisure activity and exercise custom; present situation of Sports consumption ; influence factor of sports consumption. Through the investigation and study of the consumption behavior of college teachers in nanjing, the author obtained the following conclusion initially, hoping to guide other consumer's sports consumption and to impel the development of Nanjing sports enterprise.
Investigation conclusion:
1st, the basic situation of sports participation, the most important motive are the physical training and the maintenance of health body. the times of each week participation of sports is not ideal, which demonstrate the awareness is not fierce.The main physical training form is to carry on the physical training alone or with the family member, the colleague as well as the friends together. more than half of university teachers choose the free physical training facility movement. the limited facility facility and the disproportionate population of participation on physical training affect the enthusiasm in the sports .
2nd, the sports consumption situation, they gain the sports information mainly by way of television and network ---convenient and direct.The sports consumption level is not high and the consumption pattern obviously is uncoordinated, the purchase sportwear shoes and hats and the equipment account for the biggest proportion.When purchasing sports consumption they mainly consider the price factor, which accord with the majority person's expense custom and the psychology.
3rd, the influence factor of sports expends , the first three factors which affect their sports expends are individual own factor, the market correlation factor as well as the school factor. The most representative is the high economical level as well as the high fees of sports facility.
Development countermeasure:
1st, the government should raise their income level practically, increase community sports facilities construction, and enlarge sports exchange.
2nd, the business should act according to the university teacher's different expense characteristic to formulates the reasonable sales plan.
3rd, the school should take the teacher as essentials, union actual situation and take kinds of measures to promote their sports and the expense.
4th, the university teachers should start positively from oneself to attend kinds of sports ,grasp physical training method, raise the physical training interest, and gain the sports expense information on own initiative.
引文
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[ 7 ] Ho—jung KANG.韩国体育产业增长的发展战略[J].天津体育学院学报,2003,(1):17-23
[ 8 ]季永刚.日本体育产业概论(一)[J ].辽宁体育科技,1994,(2)
[ 9 ]张尚权等编.体育经济学概论[M].吉林人民出版社,1990
[ 10 ]于振峰等.我国现阶段大众体育消费与体育产业关系的研究[J].成都体育学院学报,1998,(4):6-10
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[ 12 ]孙汉超等.我国居民体育消费行为研究[J].武汉体育学院学报,2001,(2):4-8
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[14]肖焕禹等.上海市不同社会阶层居民体育消费趋向探析[J].上海体育学院学报,2006,(2):45-50
[15]于波.浙江省城镇居民体育消费现状调查研究[J].科技信息,2007,(3):223-224
[16]曹艳杰.南京市城镇居民体育消费现状调查与发展对策研究[J].辽宁体育科技,2008,(5):4-6
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[18]朱琦.普通高校高级知识分子体育消费现状的调查与研究[J].北京体育大学学报,2006,(5):617-619
[19]许青生等.河南省普通高校教师体育消费现状的调查研究[J].河南师范大学学报.自然科学版,2007,(2):175-178
[20]齐世凯.辽西地区高校女教师体育消费特征及现状的调查研究[J].商场现代化,2007,(4):161-162
[21]张永.河北省普通高校教师体育消费现状与研究[J].商场现代化,2008,(10):135-136
[22]董雪莲.淮安市高校教师体育消费现状调查分析[J].科技信息,2008,(25):17-18
[23]薛峰.西部高校中年教师体育消费基本特征分析[J].高教视窗,2009,(7):231
[24]马宁.北京市高校教师体育消费的现状与对策研究[D].首都体育学院,2009
[25]杨晓芳.安徽省高校教师体育消费现状的调查研究[J].黄山学院学报,2010,(6): 102-105
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[31]伊世杰.消费经济学[M].湖南人民出版社,1999
[32]涂志远.关于我国体育消费结构的研究[J].西南师范大学学报,2004, (29):5
[33]中国社会科学院语言研究所词典编辑室.现代汉语词典[M].商务印书馆,1990,(12): 1042
[34]鲍明晓.体育产业—新的经济增长点[M].人民体育出版社,2000(85)
[35]卢元镇.全民健身与生活方式[M].北京体育大学出版社,2001,(1):12
[36]田雨普.农民体育发展战略研究[M].南京师范大学出版社,2009,(4):96
[37]张贵敏.对我国体育消费的几点思考[J].东北财经大学学报.2005,(5)
[38]温孝卿等主编.消费心理学[M].天津大学出版社,2004,(7):62
[39]钟天朗主编.体育经济学概论[M].复旦大学出版社,2004,(1):139-140
[40]温孝卿等主编.消费心理学[M].天津大学出版社,2004,(7):59
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