摘要
北京冬奥会促使我国滑雪产业蓬勃振兴,而大众对滑雪运动存在的一些刻板印象,可能会对滑雪产业发展造成不利影响。运用访谈法和扎根理论分析法,对我国青年群体对滑雪运动的刻板印象及其对滑雪消费行为的潜在影响进行研究。得出在大众传媒的标签化传播影响下,我国青年群体对滑雪运动及其消费存在特定的刻板印象;性别或滑雪水平不同的潜在消费群体对滑雪运动的认知存在差异;女性更强调滑雪的休闲和社交活动价值,男性更愿将滑雪作为挑战自我的运动;滑雪水平中高级的群体相比于未滑过雪和滑雪水平低的群体,对风险、难度及高消费等方面的感知较弱,更侧重于对其趣味及健康益处的感知。建议滑雪企业结合不同滑雪潜在消费群体画像,制定有针对性的营销及宣传策略;对滑雪产品进行改进和质量提升;积极寻求政策支持及与政府合作,以此增强市场竞争力。
Beijing 2022 Games have spurred the vigorous revitalization of China’s skiing industry.However,some stereotypes held by the public about skiing may have an adverse impact on the development of the skiing industry.This study uses the interview method and grounded theory analysis to explore the stereotypes of skiing among China’s youth group and their potential influence on skiing consumption behavior.The findings are as follows:under the influence of the labeled communication in the mass media,China’s youth group has specific stereotypes about skiing and its consumption.There are differences in the perception of skiing among potential consumer groups with different genders or skiing levels.Females emphasize more on the value of skiing as a leisure and social activity,while males are more inclined to regard skiing as a sport to challenge themselves.Compared with those who have never skied and those with a low skiing level,the group with intermediate and advanced skiing levels has a weaker perception of risks,difficulties and high consumption,and focuses more on the perception of its fun and health benefits.It is recommended that skiing enterprises formulate targeted marketing and publicity strategies based on the portraits of different potential consumer groups for skiing,improve and enhance the quality of skiing products,and actively seek policy support and cooperation with the government to enhance their market competitiveness.
作者
张丛杉
陈虹羽
ZHANG Congshan;CHEN Hongyu(School of Sports Economics and Management,Central University of Finance and Economics,Beijing 102206,China)
出处
《冰雪运动》
2025年第1期57-65,共9页
China Winter Sports
