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扩大需求,开拓农村体育消费市场,是保持体育产业快速增长的重要举措。农村居民的体育消费行为对体育产业的经营决策及政府对体育消费政策的制定有着重要影响。总体来说,农村居民体育消费水平低,市场潜力大,有较大的上升空间;不同收入水平、不同区域的农村居民体育消费行为存在显著差异,这种不均衡性加大了开拓农村体育消费市场的难度。
Expanding demand and developing rural sports consumer market are important measures to maintain the rapid growth of the sports industry. The rural residents’ sports consumption behavior has an important influence on the management decision-making of the sports industry and the government’s policy on sports consumption. Overall, the rural residents have a low level of sports consumption and a large market potential, and have more room for improvement. There is a significant difference in sports consumption behavior among rural residents at different income levels and in different regions. Such imbalances have increased the demand for rural sports consumption Market difficulty.