CAJ | 학술논문

改革开放以来，苏南富裕乡镇居民体育消费需求逐步发展，呈现出体育消费需求生活化、多样化、新奇化和高质量化的特点。目前苏南富裕乡镇的体育消费结构主要还是以实物性体育消费需求为主，然后依次是参与性体育消费、观赏性体育消费和博弈性体育消费。结合苏南实际，笔者认为引导当地体育消费的合理升级需做到以下三点：一是要时刻关注当地群众的体育消费需求变化，拓展体育消费人口比例，特别是潜在的人群；二是要树立“以消费者需求为中心”的理念，为当地体育消费需求的发展构建良好的外部环境；三是要细分体育消费市场，实现合理的多极化发展。
개혁개방이래，소남부유향진거민체육소비수구축보발전，정현출체육소비수구생활화、다양화、신기화화고질양화적특점。목전소남부유향진적체육소비결구주요환시이실물성체육소비수구위주，연후의차시삼여성체육소비、관상성체육소비화박혁성체육소비。결합소남실제，필자인위인도당지체육소비적합리승급수주도이하삼점：일시요시각관주당지군음적체육소비수구변화，탁전체육소비인구비례，특별시잠재적인군；이시요수립“이소비자수구위중심”적이념，위당지체육소비수구적발전구건량호적외부배경；삼시요세분체육소비시장，실현합리적다겁화발전。
Since reform and opening affluent southern township residents’ sports consumption demand gradually de-veloped,showing live sports consumption demand, diversification, novelty of technology and high-quality features. Currently affluent southern township of sports consumption structure is still largely dominated consumer demand for physical sports,followed by participatory sports consumption,spectator sports consumption and the game of sports consumption. Combined with the actual Sunan,I believe that a reasonable guide to upgrade local sports consumption need to do the following three things:always pay attention to the local people sporting changes in consumer demand, expanding the sports consumption proportion of the population,especially the potential of the crowd;should establish a “consumer demand centric” concept,consumer demand for local sports development to build a favorable external environment;to subdivide sports consumer market,to achieve a reasonable multi-polar.