| 公共服务视野下青少年运动行为改变策略--基于社会营销的视角 |
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| 引用本文： | 王小红.公共服务视野下青少年运动行为改变策略--基于社会营销的视角[J].冰雪运动,2016(4). |
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| 作者姓名： | 王小红 |
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| 作者单位： | 东南大学 体育系,江苏 南京,211189 |
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| 摘 要： | 通过对运动员行为模式的分析，探究青少年运动行为改变策略具有一定的理论价值和实践指导意义。通过文献资料、综合分析等研究方法，以卢因的行为模式为基础构建了青少年运动行为改变的影响因素模型，并对因素改变的难易程度进行了分析，指出了青少年运动行为改变的障碍，包括传统的文化观念、现代性的生活方式、现行教育制度、微观经济环境等。针对青少年运动行为改变模型，提出了体育公共服务社会营销事业的运动行为改变推进路径，将市场的方法引入社会问题当中来，构建了运动行为改变社会营销策略体系，包括体育公共服务青少年供给目标分析；青少年公共服务社会营销环境分析；广泛的青少年调研，细分市场，定位服务内容；制定社会营销发展战略、制定组合方案、方案组织、实施、评估等。
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| 关 键 词： | 公共服务 社会营销 青少年 运动行为 |
Strategies of Changing the Juvenile Exercise Behaviors in the Viewpoint of Public Services---Based on the Viewpoint of Social Marketing |
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| Abstract: | Through analyzing the athletes' behavior mode,the paper thinks it has some theoretical value and practical significance to discuss the strategies of changing the juvenile exercise behaviors. With the methods of literature information and comprehensive analysis,basing on the Lewin's behavior patterns,it constructes a model of influencing factors which may change the juvenile exercise behaviors,and ana-lyzes these changing factors' difficulty level. It indicates the obstructions of changing their exercise behav-iors,which include the traditional culture ideas,the modern lifestyle,the current education system and the micro economic environment.With the model,it suggests taking the social marketing of sports public services as the way of advancing their exercise behaviors' change,considering the social problems with the market methods,constructing a system of changing the exercise behaviors with the social marketing strategies. The above strategies relate to the analysis of juvenile sports public services' supply target and social marketing environment,the orientation of market segments' service content by a wide investiga-tion,the formulation of social marketing development strategy and combination scheme,these strategies' organization,implementation and evaluation. |
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| Keywords: | public services social marketing juvenile exercise behavior |
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