体育消费政策对扩大体育消费具有重要的促进和引领作用。对现阶段影响体育消费发展条件、机制等进行研究，并对体育消费发展面临政策选择展开讨论，认为：目前我国体育消费发展整体处在发展动力格局演变、城市化发展持续深入、新技术应用和金融科技发展影响加深、市场化机制深度拓展、社会结构和文化心理变迁逐步显现、产业发展与金融经济政策支持明显加强等有关外部形势约束之下；在广泛人群需要层次提升、体育消费有效需求转化、体育消费内容空间扩大、潜在体育消费人口发展以及体育消费理性预期改善中，体育消费发展显示出越发清晰而有力的内在逻辑；面对体育消费发展形势与条件的变化及影响，体育消费政策的功能取向应突出缓解体育消费发展制度约束、激发体育消费发展内生动力、增强体育消费发展稳固性以及保证体育消费发展可持续，并以改善体育相关领域治理、强化市场化机制作用、重视体育消费文化效应以及营造良好消费环境等为着力方向。

Sports consumption policy plays an important role in promoting and promoting sports consumption.This paper analyzes the current conditions and mechanisms affecting the development of sports consumption，and discusses the policy choices for sports consumption development.It is believed that at present，the development of China’s sports consumption is in the overall development of the dynamic development pattern，the continuous development of urbanization，the application of new technologies and the development of financial technology，the deepening of market-oriented mechanisms，the gradual emergence of social structure and cultural psychology，and the development of industry.Financial and economic policy support has been significantly strengthened and other relevant external situation constraints；in the need for a wide range of people to improve levels， the transformation of effective demand for sports consumption，the expansion of sports consumption content space，the development of potential sports consumer population，and the expected improvement in sports consumption rationality，sports consumption development shows in the face of the changes and influences of the development situation and conditions of sports consumption，the functional orientation of sports consumption policy should highlight the restraint of sports consumption development system，stimulate the endogenous motivation of sports consumption development，and strengthen the development of sports consumption.Sexuality and ensuring the sustainable development of sports consumption，and focusing on improving the governance of sports-related fields，strengthening the role of market-oriented mechanisms，attaching importance to the cultural effects of sports consumption，and creating a good consumer environment.

G80-05

国家社会科学基金资助重点项目：新时代体育产业成长的资本市场支持研究（项目编号：18ATY007）