A市假日体育消费需求调查研究报告.doc

摘要：主要运用问卷调查法，文献资料法，实地访谈法等方法，对南京市的假日体育消费需求的目的、消费的方式、对体育场馆满意度等内容进行调查。结果显示人们假日体育消费的主要目的是健身；常见的方式只要还是电视消费和场馆；而假日体育场馆的经营基本没有什么特色而且消费者对场馆的经营不是很满意。主要的原因有：体育资源的利用率不高制约了体育消费水平；体育消费的地区发展不平衡限制了我国体育消费市场的发展；传统的消费观念制约了人们对于体育功能的认识，也制约了体育假日经济的发展；假日体育项目少，设施少，缺乏专人指导；适合假日的活动开发较少，总是局限在常有的普通项目。据此提出加大宣传，提高投入，开展更多形式，刺激多元消费的建议。

关键词：假日体育经济，体育需求，发展问题，对策

Abstract: Mainly a questionnaire survey, the literature material law, on-the-spot interviews methods for the nanjing holiday sports consumption demand, the purpose of the consumption of the way, the content such as sports venues satisfaction survey. The results show that the main purpose of holiday sports consumption is fitness; Common way as long as or TV consumption and stadiums; And holiday stadiums management basic no characteristic and consumers to the venue management is not very satisfactory. The main reasons are: sports resources utilization rate is not high restricted the sports consumption level; Sports consumption imbalanced development of China's sports consumer market limits the development; The traditional concept of consumption restricted people for sports function understanding, also restricted the development of sports holiday economy; Holiday sports facility, the less, less guidance; lack of specialist Suitable for holiday activity development less, always confined to often the ordinary project. Then put forward tighten propaganda and improve the investment for more diverse forms, stimulate consumption suggestion. 

Keywords：Holiday sports economic， Sport demand，Development issues，countermeasures

　　假日体育是与政治，经济，文化，旅游相结合的产物。体育与经济的结合是体育事业发展的必然趋势和必由之路。假日体育引导市民体育消费促进体育休闲，体育健身，体育竞赛等体育市场的扩展和推动体育产业的发展。进而不断带来新的生机和商机，获得良好的经济效益，为假日体育奠定了经济基础假日体育经济是以体育旅游业，体育服务业和体育文化产业等连带产业群为主体。将体育旅游业，体育服务业，体育文化产业整合成一个体育休闲产业系。继而稳定，持续健康的发展下去。因此对假日体育需求的调查研究显得尤为重要。