在新科技革命和产业变革背景下，探析互联网技术影响下体育消费发展的特征、趋势、问题与策略具有现实意义。研究表明：互联网影响下的体育消费呈现出智能化与高端化、场景化与碎片化、细分化与个性化、社交化与国际化、“体育+她”消费显著上升等特征。互联网技术影响下的体育消费呈现出从单一消费主体向社群消费主体转变、从单一消费模式向多元消费模式转变、从高成本低效率向低成本高效率转变、 从保守从众观念向开放精专观念转变等趋势。互联网技术影响下体育消费发展存在着不平衡不充分、市场监管不足、体育信息技术与体育消费融合不强等问题。互联网技术影响下体育消费的发展策略有：加快互联网与体育的融合发展，推动体育消费市场规模化发展；加强互联网体育领域立法与监管，保障体育消费市场有序发展；推进互联网基础设施建设步伐，壮大互联网体育消费用户群体；扩大智能技术在体育领域的场景应用，促进体育消费结构优化发展。

Under the background of new technological revolution and industrial transformation，it is of practical significance to analyze the characteristics，trends，problems and strategies of sports consumption development under the influence of Internet.The research shows that：under the influence of the Internet，sports consumption shows the characteristics of intelligence and high-end， scene and fragmentation，fine differentiation and personalization，socialization and internationalization，“sports + she” consumption rises significantly.Under the influence of the Internet，sports consumption shows a trend of changing from a single consumer to a community consumer，from a single consumption mode to a multi consumption mode，from a high cost and low efficiency to a low cost and high efficiency，from a conservative concept of conformity to an open concept of specialization.Under the influence of Internet technology，there are some problems in the development of sports consumption，such as insufficient and unbalanced development，insufficient market supervision，and weak integration of sports information technology and sports consumption. Under the influence of the Internet，the development strategies of sports consumption include accelerating the integration of the Internet and sports，to promote the large-scale development of sports consumption market；strengthening the legislation and supervision in the field of Internet sports，to ensure the orderly development of sports consumption market； promoting the pace of Internet infrastructure construction，to expand the user group of Internet sports consumption；expanding the application scenarios of intelligent technology in the field of sports，to promote the optimization and development of sports consumption structure.

G812、G80-05

国家社会科学基金重大项目：新时代体育产业高质量发展研究（19ZDA355）。