代刚,仇军

• 1:贵州师范大学体育学院
• 2:清华大学体育部

摘要(Abstract)：

运用文献资料法对20世纪80年代以来,对以北美地区体育消费市场研究为主的西方体育消费市场研究中所涉及到运动赞助市场、球迷市场以及观赏性体育消费市场3个方面进行总结,并在归纳其研究特征的基础上,讨论西方体育消费市场研究是如何围绕"消费者行为"和"市场要素"之间的有机联系展开研究的,进而阐明基于理论建模的西方体育消费市场研究的视角定位与方法论问题,可以用于参考并开启中国体育消费研究的新视域。

关键词(KeyWords)： 西方体育消费;运动赞助市场;球迷市场;观赏性体育市场;消费者行为;理论建模

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 代刚,仇军

DOI: 10.13297/j.cnki.issn1005-0000.2011.01.014

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