广州市体育舞蹈俱乐部消费者的分析——以广东育苗青年文化宫体育舞蹈俱乐部为例-analysis of guangzhou sports dance club consumers - taking guangdong youth culture palace sports dance club as an example.docx

摘要当代中国正处于稳步积极发展时期，人们对生活品质的追求和健康状态也在 提高，全国各种类型的俱乐部蓬勃发展，特别是一些流行项目（体育舞蹈、流行 舞等）正填满人们的生活，而以体育舞蹈该项目为核心的俱乐部作为体育在市场 经济条件下坚持社会化方向发展的产物，对其消费者进行研究具有重要的理论和 现实意义。通过对社会分层、体育舞蹈俱乐部、体育消费及社会分层视角下的体育研究 四个方面的文献综述，为本研究提供了借鉴理论。有关体育消费的文献让我们对 当前我国的体育消费现状有了基本的认识，分析了青宫俱乐部产生和发展的时代 背景：描述了青宫体育舞蹈俱乐部硬件和软件的基本情况：主要研究了广州地区 体育舞蹈俱乐部的消费者。最后，基于研究结果和结论，提出了一系列促进商业 体育舞蹈俱乐部、大众体育舞蹈推广和体育舞蹈产业发展的建议。本文的主要结论为：1、中产阶层是青宫体舞消费者的主体，以中产阶层为 主体的青宫消费者参与体育舞蹈程度较高。2、青宫消费者参与直接、简介体育 舞蹈消费主要是受“强关系”影响，“弱关系”相对次之：影响青宫消费者参与 直接消费、间接消费的社会化机构主要是工作单位和媒体。3、社会阶层对青宫 消费者的体育舞蹈消费总额、直接体育舞蹈消费和间接体育舞蹈消费都有显著影 响。4、性别、年龄、余暇时间都对青宫消费者的体育舞蹈消费有影响。5、青宫 消费者的体育舞蹈认知、体育舞蹈情感以及社会化机构和重要的影响人都只对他 们的社会化有作用，而对体育舞蹈消费不具有显著影响。关键词：体育舞蹈；消费者；青宫体育舞蹈俱乐部；社会阶层ABSTRACTContemporary China is in steady actively developing period, the people of the quality of life pursuit and health status also is rising, the national various types of club vigorous development, especially some popular items (sports dance, popular dance, etc.) are filling the life of people, and with sports dance the project as the core of the club as sports under the market economy condition insists the socialization of the product, the development direction of its consumer research has important theoretical and practical significance.Based on social stratification and sports dance clubs, sports consumption and social stratification, from the perspective of sports studies from the four aspects of the literature review, this study provides a reference for theory. Relevant sports consumption of literature let us of current situation of sports consumption have a basic understanding, analysis the qing palace club of the emergence and development background: describes the qing palace sports dance club hardware and software of the basic situation: mainly studies the guangzhou area sport dance club consumers, and mainly established sports dance consumption regression model. Finally, based on the research results and conclusions, puts forward a series of promoting commercial sports dance clubs, mass sports dance promotio