【作者】 单思聪；

【导师】 郑风家；

【作者基本信息】 东北师范大学 ， 体育人文社会学， 2010， 硕士

【摘要】 户外运动被公认为是前景很好的朝阳产业。而发展户外运动需要建立良好的户外运动市场,市场的实质是消费,因此,发展户外运动的关键之一就是把握好户外运动群体的消费。通过对吉林省户外运动群体的活动行为与消费特征的研究不仅能够促进吉林省户外运动群体的发展,更为吉林省户外运动产业的发展提供一些参考的依据。本文主要采用文献资料法、问卷调查法、实地考察法、访谈法、数理统计法等研究方法,调查对象为吉林省部分户外运动俱乐部的会员,分别从群体的活动行为以及消费特征两方面入手进行调查,得出如下结果:活动行为方面主要以26—45岁的中青年为主;参与户外运动时间大部分在4年以内,对活动的满意度较高;参与动机中放松、寻求刺激、健身、社交占大部分;户外运动群体活动以1-2天省内及周边地区消费在500元以内的活动居多;项目以中低强度的露营、登山、穿越为主。消费特征方面具有差异性、波动性、危险性、专业性、炫耀性、社交性、环保性的特征。可见,吉林省户外运动群体范围比较狭窄;活动强度不是很高;户外俱乐部经营层次不高;各户外组织、俱乐部之间合作不多,基本上是各个俱乐部的内部活动,以协会或联盟的形式聚集的活动较少。本文针对其存在的问题提出下列建议:在进一步发展“小户外”的前提下,不断拓展“大户外”市场;拓展吉林省户外运动俱乐部与户外运动组织机构的发展空间;促进户外运动产业发展;加强户外运动有关网站的建设,从而吸引潜在消费群体,加快户外运动群体的发展。更多还原

【Abstract】 Generally , outdoor sports is accepted as a good foreground sunrise industry.So ,the development of it requests us to establish a fair outdoor sports market.As we know,the substance of market is expenditure, therefore ,To grasp expenditure group become one of the key points about the development in outdoor sports.to research the actions and the characteristics of outdoor sports expenditure group in JiLin,it could not only promote the development of the whole group ,but also could provide some reference.In this article,I apply some research methods such as literature searching ,questionnaire ,on-the-spot investigation ,interview and mathematical statistics etc.the investigation objects are members of outdoor sports club in JiLin.Besides,for the research , it embarks on the grope actions and the characteristic of expenditure.here are the conclusions.The actions are carried out by many young and middle-aged people(26-45);the correlative time is 4 years at most,the degree of satisfaction is high;the inducement contains relaxation,exciting pursuit,body building,social intercourse, etc.the actions are most in 1 to 2 days,limited in local province,and the cost is subter-500RMB.the main items are bivouac,mountaineering and canyoneering.the characteristic of expenditure are possessed of otherness,uncertainty,fatalness,speciality,ostentation,sociability,recyclability,etc.Obviously,the scope of gropes is narrow;activity level is low;club business hierarchy is not high;and the cooperations between outdoor organizations and clubs are not enough,mostly the actions are limited inside each club,and the gathering in the form of association and alliance are less.Here are some proposals for the problems:we will take the development of mini-outdoor market as precondition,expand great outdoor market;expand the area of outdoor sports clubs and organizations in JiLin;promote the industries about it;improve the website construction,thus hoping to attract potential expenditure gropes,and quicken the development.更多还原