摘 要
随着我国经济的高速发展，体育消费在国民经济中发挥着越来越重要的作用。大学生是未来社会发展的主力军，是体育消费市场中不可忽视的一个强大的群体，他们的体育消费意识与动机、行为、水平、结构等将会对体育市场产生重要的影响。
本文在分析和总结国内外消费者行为和体育消费等相关理论的基础上，从杭州市的实际情况出发，设计出相应的调查问卷，以杭州两大主要高教园区内的6所学校的大学生为研究对象，采用文献资料法、问卷调查法、访谈法、数理统计等研究方法，对其体育消费现状进行分析。主要调查的内容包括杭州市大学生体育消费意识与动机、消费水平、消费结构等，接着从主客观两方面对影响其主要消费的因素进行调查与分析，了解杭州市大学生目前的体育消费现状，指出其中的不足之处，根据影响杭州市大学生体育消费的影响因素，提出促进引导杭州市大学生体育消费的相关营销策略。
关键字：大学生 体育消费 营销对策
ABSTRACT
With our economic development in the national economy, sports consumption is playing an increasingly important role. As the future social development, students is a powerful groups which we can not ignore, their sports consumption of consciousness and motives, acts, and structure of sports marketing have important influence.
This article analysis and summary of the domestic and foreign customers and other sports consumption of the theory, from among Hangzhou's realities, send questionnaires to six school of two main national higher education park, adopt following four research methods : the document information, questionnaire investigation, interviews, mathematical skills, to analysis sports consumption of the present analysis of the investigation. The main contents including Hangzhou college sports consumption of consciousness and motive, consumption and expenditure structure, subjective from two major consumer of the investigation and analysis and understanding among Hangzhou students present sports consumption, and pointed out the inadequacies. Under the influence of Hangzhou students sports consumption of the factors influencing to promote our sports consumption of the Hangzhou students marketing relevant strategy.
