基于社会分层理论,采用了文献资料、问卷调查、数理统计等研究方法,就陕西省不同收入阶层居民体育消费潜在需求与现实需求的内容和特点等进行了深入调查和对比研究。结果表明:现阶段陕西省不同收入阶层居民体育消费需求尚处在较低水平。较低收入阶层对于普通运动服、普通运动鞋及体育彩票等项目的潜在需求最为迫切;中等收入阶层居民的潜在需求主要集中在名牌运动鞋、球拍以及体育培训等方面;较高收入阶层居民在名牌运动服、小型运动器械、消费性锻炼、体育俱乐部等方面最有可能成为未来市场的潜在客户。建议相关企业根据不同收入阶层居民体育消费潜在需求及其迫切程度的实际情况科学规划近期、中期和远期营销策略,及时调整产业结构,以实现企业的可持续性发展。 Based on the theory of social stratification, literature, questionnaire and mathematical statistics were used to investigate and compare the content and characteristics of potential consumption and actual demand of sports consumption of residents of different income groups in Shaanxi Province. The result shows that the demand for sports consumption of residents of different income groups in Shaanxi Province is still at a low level at this stage. The potential demand of lower-income groups for ordinary sportswear, ordinary sports shoes and sports lottery is the most urgent. The potential demand of middle-income residents mainly lies in brand-name sneakers, racquets and sports training. Residents of higher income groups Brand sportswear, small sports equipment, consumer workout, sports clubs and other areas most likely to become potential customers in the future market. It is suggested that relevant enterprises should scientifically plan the marketing strategies in the near, medium and long term according to the potential demand of sports consumption of residents of different income groups and their urgency, and timely adjust the industrial structure so as to realize the sustainable development of the enterprises.