体育健身企业市场结构及其营销行为的研究——以杭州市为例  

Study on Market Structure and Marketing Behavior of Bodybuilding Enterprises——Taking Hangzhou as Example

作　　者：何选[1] 王燕飞[1] 

机构地区：[1]杭州电子科技大学体育教学部,浙江杭州310037

出　　处：《中国体育科技》2007年第3期25-30,共6页China Sport Science and Technology

摘　　要：以SCP范式和7P’S营销理论为主要理论依据,运用访谈、实地调查和问卷调查等方法,以杭州市为例,在对该市体育健身企业市场结构及营销行为的调查与分析的基础上,提出适合于东部省份中等发达城市体育健身企业市场结构的营销行为的修正方案。目前,这些城市的体育健身市场基本为垄断竞争的结构类型,据此,提出企业的修正方案应根据自身不同经济能力,在完善各项策略的基础上,以价格竞争、产品策略、广告促销等方式为主。Based on the main theory of SCP and 7P＇S and using the method of interview,investigation at site and questionnaire, taking the Hangzhou as example, this paper studies the market structure and marketing behavior of bodybuilding enterprises and put forwards the amendment project suiting for developed cities in east parts of province. Currently, these market structures are competition markets. According to it,the suggestions are put forwarded for price competition, product strategy and advertisement promotion.

关 键 词：体育健身 企业 市场 结构 营销 杭州 

分 类 号：G80-05[文化科学—运动人体科学]