摘 要
隨著我國經濟的高速發展，體育消費在國民經濟中發揮著越來越重要的作用。大學生是未來社會發展的主力軍，是體育消費市場中不可忽視的一個強大的群體，他們的體育消費意識與動機、行為、水平、結構等將會對體育市場產生重要的影響。
本文在分析和總結國內外消費者行為和體育消費等相關理論的基礎上，從杭州市的實際情況出發，設計出相應的調查問卷，以杭州兩大主要高教園區內的6所學校的大學生為研究對象，采用文獻資料法、問卷調查法、訪談法、數理統計等研究方法，對其體育消費現狀進行分析。主要調查的內容包括杭州市大學生體育消費意識與動機、消費水平、消費結構等，接著從主客觀兩方面對影響其主要消費的因素進行調查與分析，了解杭州市大學生目前的體育消費現狀，指出其中的不足之處，根據影響杭州市大學生體育消費的影響因素，提出促進引導杭州市大學生體育消費的相關營銷策略。
關鍵字：大學生 體育消費 營銷對策
ABSTRACT
With our economic development in the national economy, sports consumption is playing an increasingly important role. As the future social development, students is a powerful groups which we can not ignore, their sports consumption of consciousness and motives, acts, and structure of sports marketing have important influence.
This article analysis and summary of the domestic and foreign customers and other sports consumption of the theory, from among Hangzhou's realities, send questionnaires to six school of two main national higher education park, adopt following four research methods : the document information, questionnaire investigation, interviews, mathematical skills, to analysis sports consumption of the present analysis of the investigation. The main contents including Hangzhou college sports consumption of consciousness and motive, consumption and expenditure structure, subjective from two major consumer of the investigation and analysis and understanding among Hangzhou students present sports consumption, and pointed out the inadequacies. Under the influence of Hangzhou students sports consumption of the factors influencing to promote our sports consumption of the Hangzhou students marketing relevant strategy.
