论体育产业中开展市场调查的现状与认知  

The Current Situation and Idea of the Market Investigation on Sport Industry

作　　者：张怀君[1] 徐晓林[1] 李卫平[2] 

机构地区：[1]山东建筑工程学院体育部,济南250000 [2]山东农业大学体育部,泰安271018

出　　处：《体育与科学》2002年第1期39-40,共2页Sports & Science

摘　　要：随着体育事业从计划经济向市场经济的转变,体育产业发展面临着深刻的变革,从依据经验、推测进行决策,转向以数字调研为基础进行决策,从以生产为导向,转向以市场需求为导向。本文提出,从当前体育产业营销中的误区挣脱出来,建立合理的体育用品市场调查体系是当务之急。Along with the social transformation from planned economy to market economy,sport industry is being confronted with a significant renovation. The reforms have happened; the basis for policy-making has been changed from experience and speculation to statistic investigation, and from production-oriented to market-oriented. It is necessary for us to get away from the current misunderstanding of sports industry and to establish a reasonable market investigation system for sports goods.

关 键 词：体育产业 体育用品市场 市场调查 

分 类 号：G80-05[文化科学—运动人体科学]