福州市区体育健身娱乐场馆营销策略比较研究  

Comparative study on marketing strategy of sports recreation gymnasium in Fuzhou urban district

作　　者：苏荔榕[1] 

机构地区：[1]莆田学院体育系,福建莆田351100

出　　处：《韶关学院学报》2007年第12期115-118,共4页Journal of Shaoguan University

摘　　要：采用调查法、文献法和访谈法,对福州市两种类型19家体育健身娱乐场馆的体育市场营销要素:产品性质和市场细分、价格策略、促销手段、渠道策略进行比较研究.结果表明:综合性体育娱乐健身场馆在对场馆经营产品性质的认识和市场定位上明显优于专用性体育健身娱乐场馆;两种类型的体育健身娱乐场馆在价格策略的认识和制定上高度一致,趋于成熟;综合性体育健身娱乐场馆更重视对场馆的宣传以及对消费者的回馈让利;两种类型体育健身娱乐场馆分销渠道均是直销形式.By using the methods of survey, document and interview to make a comprioson among the product quality, market location, price tactic, promotion means and channel stratedgy, of all which are the two types of the sports market promotion elements in 19 sports recreation gymnasium in Fuzhou. It turns out to be that in terms of the knowledge of gymnasium management product quality and market location , the comprensive sports recreation gymnasium have the distinct superiority to the special purpose ones. These two types of sports recreation gymnasium are highly indentical in the awareness od price tactic and formulation , tending to be mature . The comprehensive ones attach more importance to the publicity of the gymnasium and the comsumers＇ requitement and discount . Those two types of sports clubs＇ retail methods are both direct sale.

关 键 词：福州市区 体育健身 娱乐场馆 营销策略 

分 类 号：G818.2[文化科学—体育学]