【作者】 李萍；

【导师】 李艳翎；

【作者基本信息】 湖南师范大学 ， 体育人文社会学， 2007， 硕士

【摘要】 户外运动是我国人民生活水平提高后，为满足休闲、健身和娱乐的需要，由群众自发进行的运动项目。当户外运动的发展到一定程度后，出现了专门提供户外运动产品的商家，使户外运动消费与其它体育消费区分开来，户外运动市场雏形形成。户外运动市场发展过程中，出现了诸如相关政策法规不健全，没有产品质量监测标准，商业服务机构的资格认证不规范，安全保障机制不完善等问题。虽然这一系列的问题是行业发展初期必然出现的问题，但如果我们能充分认识这些问题，找到其中的症结所在，加快行业的发展。本文以湖南省户外运动市场为研究对象，采用文献资料、专家调查、逻辑分析、归纳和演绎等科研方法，运用运用哲学、社会学、心理学、社会心理学、体育学等学科的基本理论进行分析，发现问题的本质和事物的发展规律，为相关决策部门做出宏观决策提供理论资料，也为市场的供给和消费提供导向分析。通过研究认为：湖南省户外运动市场还处于户外运动推广阶段，从供给方看，湖南省户外运动市场规模小、组织形式不规范，经营方式落后，生产和经营的商品数量和品种单一，营销手段和方式陈旧；从需求方看，湖南省户外运动消费者还没有完全建立正确的消费观，消费能力和水平还比较低。湖南省户外运动市场需要协调内部结构，规范管理，通过增加有效供给来调动和激发需求，通过新增消费人群来促进户外运动市场的消费。只有规范市场、提高消费水平，才能促进湖南省户外运动市场的发展和繁荣。更多还原

【Abstract】 The outdoor sports are those volunteered by the mass to meet the need of relaxation, body-building and recreation after the people’s living has been improved. With the outdoor sports developing to a certain degree, there appears merchants specializing in the outdoor-sport products. Thus, the outdoor-sport consumption is distinguished from the other sports consumptions and the outdoor-sport market comes, into being.In the process of the market development, various problems emerges such as distempered related laws and regulations, short of quality inspection criterion, irregular qualification authentication of the commercial service agencies and deficient security and safeguard mechanism etc. Though the series of problems are inevitable in the initial stages of the industry development, we can try to quicken the steps of the industry development if we can be fully aware of the problems and find their sticking point.The paper deals with the out-door market in Hunan province adopting the scientific research ways of document, expert investigation, logical analysis, induction and deduction etc., and analyzes with the basic theories of such subjects of phylosophy, sociology, psychology, social psychology and sports science etc. to find the essence of the problems and things’ development regulation. Accordingly, it supplies the related decision-making departments with theoretical data for their macro decision making and offers the orientation analysis to the accomodation and consumption of the market. It is deemed through the research that the outdoor-sport market of Hunan province has been according to the suppliers, the market is still disadvantaged in its scale, organizing form, management way, its singleness in the merchandise quantity and variety and its stale sales ways and means, for the market is still staged in the popularization of the outdoor sports. However, according to the demanders, the outdoor-sport consumers in Hunan have not completely set up a correct consumptional concept and their consumptional ability and level are comparatively low. The market needs harmonize its interior structure and normalize the management. It also needs push and inspire the requirements through increasing the available supply, and promote the consumption of the outdoor-sport market through the new comsumers. Only by normalizing the market and by promoting the consumption level can we promote the development and flourish of the market in Hunan.This research, as a subordinate task of the Hunan Sports Science Society fund subject of 2006 (The serial number 06-37 of subject)更多还原