市场营销-全民健身背景下“互联网+”对我国体育消费导向的影响分析论文.docx

全民健身背景下“互联网+”对我国体育消费导向的影响分析 【摘要】今日之中国经济处于由高速发展转向高质量发展时期，以“互联网+”为载体的网络经济已成为我国经济高质量发展的重要引擎。与此同时，在国民身体素质逐步成为衡量综合国力强弱的重要标志之一的同时，与之相联的体育消费也逐步成为推动经济高质量发展的重要因素。进入21世纪，在我国坚持创新驱动发展战略与全民健身—健康中国大背景下，体育消费在国民经济中的比例逐步加大，体育产业蓬勃发展。但是，在互联网体育发展的过程不断面临新的技术革新，产生新的消费特点，遭遇新的问题，对消费者产生新的导向。由此，“互联网+体育”成为了值得深究的要点。 本论文采用文献资料法、案例分析法等研究方法，在我国开展全民健身及已经颁布各种体育政策的大背景下，探究出互联网发展对我国居民的体育消费具有主体多元，内容多样，社交化，碎片化等特点。针对互联网体育面临的市场将官不力，冲击体育初心等问题，提出通过多方联动，加强互联网平台建设，加强市场监管等措施可以促进互联网+体育良性发展。此外，本文根据近年国家颁布相关政策，并借鉴西方消费理论，探讨“互联网+体育”如何拉动经济增长以及转变我国的经济消费导向，并为政府和相关“互联网+体育”企业助力经济健康发展提出针对性建议。 本文可以得出结论：“互联网+”是未来体育产业发展的重要助力器，在全民健身的大环境下，国民体育消费需求持续扩大，而“互联网+”会促进我国体育产业与互联网经济深度融合，更好满足国民的体育消费需求，拉动经济增长，同时会促进更多的人参与体育活动，推动体育强国的建设。 【关键词】 全民健身 健康中国 互联网+体育 Analysis of the influence of Internet + on Chinas sports consumption orientation under the background of national fitness [Abstract] Todays Chinas economy is in a period of rapid development transform to high-quality development，and the Internet economy with Internet + has become an important engine for the high-quality development of Chinas economy. At the meanwhile, while the physical fitness of the people has gradually become one of the important elements to measure the strength of the overall national strength, the sport consumption has gradually become the important factor to stimulate the economy to development with high quality. When in the 21st century, under the background of the innovation-driven development strategy and national fitness-healthy China, the sport consumption has improved its proportion in the national economy and the sport industry are growing vigorously. However, with the internet of sport constantly faces new technological innovations, generate new hot consumption pots, suffers new problems and giving consumers new directions. Hence, Internet + sports has become a point worth investigating. The thesis adopts research methods such as literature data method and case analysis method. In the context of Chinas national fitness program and various sports