体验经济背景下体育健身娱乐业发展策略之研究  

Research of Sports Fitness Entertainment Industry Development Strategy under the Background of Experience Economy

作　　者：陈卓儒[1] 商执娜[1] 

机构地区：[1]广州大学体育学院,广东广州510006

出　　处：《体育科技文献通报》2012年第3期103-105,共3页Bulletin of Sport Science & Technology

摘　　要：未来学家指出体验经济将逐渐成为继农业经济、工业经济、服务经济之后的一种新经济形态,企业将靠提供体验而获得经营的成功。未来的消费者愿意为消费过程中的体验经历付费,因为它美好、难得、非我莫属、不可复制、不可转让、转瞬即逝,它的每一瞬间都是一个"唯一"。而体验经济恰恰是以商品为载体,以服务为手段,使消费者融入其中的活动。体育产业的主体是体育服务业,体育服务消费者正是看中了运动过程中的这种体验经历而置身其中。因此我们有理由相信体验经济背景下,体育健身娱乐市场营销的理念、特征、策略将发生重大的转变。本文立足体验经济发展的时代背景以广东珠三角地区体育健身娱乐业为分析的对象,探讨体验经济时代体育健身娱乐行业发展的方向和趋势及策略转变。Futurists point out that the experience economy will gradually become the agricultural and industrial economy, and the service economy after a new economic form, the enterprise will provide experience on the success of acquired business. The future for the consumers are willing to pay for the process of consumer experience, be- cause it better, rare, mine, no copy, non - transferable, fleeting, its every moment is ＂only＇. And the experi- ence economy just is with commodity as the carrier, take the service as the means, make consumers into the activ- ities. The subject of sports industry is sports services, sports service customers in the process of sport is to take a fancy to experience this experience, place oneself among them. So we have reason to believe that background of experience economy, sports body - building entertainment marketing concept, characteristics, strategy will produce great changes. Based on the background of experience economy development in Guangdong sports fitness entertainment industry in the Pearl River Delta, this paper discusses the object for analysis experience economy era of sports body -building entertainment industry development trend and the direction and strategy shift.

关 键 词：体验经济 健身娱乐 发展对策 

分 类 号：G812[文化科学—体育学]