需求导向的我国户外运动产品体验营销创新  

Led-By-Demand Experience Marketing Innovation of China's Outdoor Sports Products

作　　者：梁强[1] 罗永泰[2] 

机构地区：[1]天津财经大学体育训练部,天津300222 [2]天津财经大学企业管理系,天津300222

出　　处：《上海体育学院学报》2009年第1期17-19,共3页Journal of Shanghai University of Sport

基　　金：国家自然科学基金资助项目(70572067);天津市哲学社会科学研究规划项目(TJTY07-021);天津市高等学校人文社会科学研究项目(20072601)

摘　　要：体验经济的出现给社会带来全新的观念和变化,体验是户外运动的本质属性。阐释户外运动体验的核心内容与特点。分析我国户外运动市场消费者需求特点与产品特征。提出面向体验经济的户外运动产品营销变革:重新定义需求内涵、推崇"泛户外"理念;注重户外市场服务互动与消费者价值体验;营销规划需结合科技、人文和艺术。The emergence of experience economy has brought about a brand-new concept and change to society. Experience is the essential attribute of outdoor sport. It pointed out the core contents and characteristics of outdoor sports experience, analyzed the characteristics of outdoor sports consumers＇ demands and outdoor sports products and put forward the reform of outdoor sports product marketing which was geared to the needs of experience economy： giving the connotation of demands a new definition, exerting great efforts to spread ＂pan-outdoor＂ concept, paying attention to the interaction of outdoor sports market service and consumers＇ experience to value and making marketing plan combine with science and humanism, as well as with technique and art.

关 键 词：体验经济 户外运动 需求开发 营销创新 产品 

分 类 号：G80-05[文化科学—运动人体科学]