摘要
网红运动消费在"Z世代"圈层流行的同时产生部分问题.通过文献法和逻辑分析法,分析网红运动消费中存在的问题,即:景观社会下的主体迷失、非理性消费下的炫耀消费、监管不足下的体育消费市场管理滞后;分析提出身份认同、技术迭代、营销刺激和消费转向四项"Z世代"参与网红运动消费的外在原因,进一步分析提出认知差异、身份构建、社交维系、审美强调四项"Z世代"参与网红运动消费的内在原因;针对网红运动消费中存在的问题从市场监管、营销报道、消费教育以及"Z世代"消费个体4个维度提出纾解策略.
Abstract
The popularity of internet celebrity sports consumption in the"Z generation"circle has also caused some problems.By using literature review and logical analysis methods,this paper analyzes the problems in the consumption of internet celebrity sports,namely:loss of subjects in landscape society,conspicuous consumption under irrational consumption,and lagging management of sports consumption market under insufficient supervision;Analyze the external reasons for the participation of Generation Z in internet celebrity sports consumption,including identity recognition,technological iteration,marketing stimulation,and consumption shift.Further analyze the internal reasons for the participation of Generation Z in internet celebrity sports consumption,including cognitive differences,identity construction,social maintenance,and aesthetic emphasis;Propose relief strategies for the problems in internet celebrity sports consumption from four dimensions:market regulation,marketing reporting,consumer education,and"Generation Z"consumer individuals.
基金项目
2020年度山东省社科规划研究项目(20CTYJ08)
NETL
NSTL
万方数据