By using the method of literature,this paper discusses the value implication,problem review and development path of sports consumption upgrading in China under the interaction of supply side and demand side.The study found the following values of sports consumption upgrading under the interaction of both supply and demand:promote the expansion and quality of sports consumption and lead the optimization and upgrading of industrial structure;help upgrade the demand for sports consumption and promote supply-side structural reform.The reality of sports consumption upgrading under the interaction of both supply and demand covers a number of aspects:diversified sports consumption scenarios continue to emerge;the penetration rate of female sports consumption continues to increase;and niche personalized sports consumption has become a hotspot.The escalation of sports consumption adds power value while also creating problems:sports scene consumption is poorly connected,and the elements of independent business models are incomplete;the coupling mechanism between supply and demand is missing,and women's sports consumption is of low concern;the supply of diversified sports products is insufficient,and the traditional supply and marketing structure is in urgent need of improvement.Response strategies are also proposed:through in-depth understanding of the audience's scene needs,enhance the scene experience and establish effective connection points;increase the effective supply of female consumers,expand the marketing strategy and create exclusive product lines;provide diversified services for heterogeneity and adjust the supply strategy to create consumption growth points.
the interaction of both supply and demandsports consumption upgradingsupply-side reform
维普
万方数据
