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1、第14卷第1期体育学刊Vol.14No.12007年1月JournalofPhysicalEducationJan.2007社会分层——体育消费研究的一个新视角12陈华，吕树庭37（1．上海体育学院研究生部，上海200438；2.广州体育学院休闲体育与管理系，广东广州510642）摘要：我国体育消费呈现出阶层分化趋势，有必要从社会分层视角研究体育消费。从社会分层视角研究体育消费的功效在于使体育市场细分更有效，使研究易于标准化，更易透视体育消费的特点。从社会分层视角促进体育消费，在宏观（国家）层次上要缓解和解决贫富分化问题，大力培育中产阶层；在中观（市场）层次上要合理调整、充分利用体育
2、资源，满足多层次体育消费需求；在微观（企业）层次上要进行合理的体育市场细分和定位，并采取有效的目标市场战略。关键词：社会分层；体育消费；体育消费的阶层分化；中产阶层；市场细分中图分类号：G80文献标识码：A文章编号：1006-7116(2007)01-0134-04Socialhierarchization–Anewperspectiveinsportsconsumptionstudy12CHENHua,LüShu-ting(1.GraduateDepartment,ShanghaiUniversityofSport,Shanghai200438,China;2.Department
3、ofPEandManagement,GuangzhouInstituteofPhysicalEduaction,Guangzhou510500,China）Abstract:Theauthorsstudiedthetheoriesandpracticalmeaningsofsportsconsumptionbasedonthetrendofdif-ferentiationofhierarchyinsportsconsumption,fromsociologicalperspectiveofsocialhierarchization,andinthebackgroundofrapidd
4、evelopmentofsportsconsumptionandstructuraldifferentiationofsocialhierarchyinChina,studiedtheeffectsofsportsconsumptionfromtheperspectiveofsocialhierarchization,preliminarilyprobedintoseveralissuessuchashowtoboostsportsconsumptionfromtheperspectiveofsocialhierarchization,andrevealedthatsportscon
5、sumptioninChinashowsthetrendofdifferentiationofhierarchy.Theeffectsofstudyingsportscon-sumptionfromtheperspectiveofsocialhierarchizationaretomakesportsmarketsubdivisionevenmoreeffective,tomakestudyeasiertobestandardizedandeasiertorevealthecharacteristicsofsportsconsumption,andtomakeitpossibleth
6、atrelevantachievementsinsocialhierarchizationstudywillprovidereferencesforsportsconsumptionstudy.Inordertoboostsportsconsumptionfromtheperspectiveofsocialhierarchization,atthemacroscopic(state’s)level,theproblemofdifferentiationbetweentherichandthepoorshouldbeabatedandsolved,andthemiddleclasssh
7、ouldbemassivelycultivated;atthemiddle(market’s)level,sportsresourcesshouldberationallyadjustedandfullyutilizedinordertomeetthedemandsofmultiplehierarchiesforsportsconsumption;atthemi-crocosmic(enterprise’s)level,rationalsportsmark
