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新型城镇化进程中农民体育消费特征及其市民化路径选择

发表时间:2021/2/4 11:55:36  浏览次数:265  
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摘要:运用文献资料、问卷调查、数理统计、逻辑分析等研究方法,从明晰新型城镇化与农民体育消费市民化的关联机理入手,以农民群体内部分化为视角,对新型城镇化进程中不同农民群体体育消费的态度、动机、信息、水平、结构和场所进行分析,结果表明:从整体上来看,新型城镇化进程中农民体育消费行为并不乐观;相比较而言,“居村农民”、“农民工”和“上楼农民”三者之间边界日益清晰化,呈现出典型的群体性体育消费特征。因此,新型城镇化进程中农民体育消费市民化将选择两种路径模式,即“就地转型模式”和“异地转型模式”;农民体育消费市民化进程中必须遵循一定的主体次序和客体次序,进行有序转型;“心动”培养策略、“实用”认同策略、“惠利”营销策略和“便利”规划策略是实现新型城镇化进程中不同农民群体体育消费市民化的具体实施策略。

关键词:农民群体分化;体育消费;群体区隔;市民化路径;新型城镇化

 

On Features and Citizenization Paths of Sports Consumption by Peasants in the New Urbanization

 

Abstract: By means of literature review, questionnaire, mathematical statistics and logical analysis, the study, starting with the definition of the relevance of the new urbanization to the citizenization of sports consumption by peasants, investigates the attitude, motivation, information, level, structure and sites of sports consumption by different groups of peasants, from the perspective of their internal divergence. Findings show a generally discouraging situation of the sports consumption, a comparatively increasingly clear drawing line among exurban, migrant and relocated peasants, and a typical character of mass consumption. Accordingly, the citizenization of their sports consumption will follow the two paths: local and non-local transformations, which shall proceed in a certain order of subjects and objects involved. The specific implementing strategies of the citizenization are cultivating the motive, instilling the practicality and marketing the benefits.

 

Key words: group differentiation of peasants; sports consumption; group segmentation; paths of citizenization; new urbanization



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