福建省体育用品上市公司的STP与营销策略——以泉州为例  

STP and marketing strategies of Fujian listed sporting goods companies-Quanzhou as an example

作　　者：郑志丹[1] 许月云[2] 

机构地区：[1]福建电力职业技术学院,福建泉州362000 [2]泉州师范学院体育学院,福建泉州362000

出　　处：《山东体育学院学报》2013年第6期28-31,共4页Journal of Shandong Sport University

基　　金：2012年福建省教育厅社会科学研究项目(JA12459S)

摘　　要：采用文献资料法、逻辑分析法等对11家泉州体育用品上市公司的STP以及营销策略进行研究.研究表明：泉州体育用品上市公司产品定位于中端市场,目标消费群体定位于18～25岁的年轻人及运动爱好者,努力在目标消费者心中建立起“专业化、时尚化、质量化”的产品认同感,形成了良好的营销模式;泉州体育用品上市公司进行了共性、差异化以及整合营销的营销策略.并对中国其他体育用品企业提出建议和措施：根据个性化需求,进行市场细分;以高科技为后盾,开发个性化产品;以体育赛事为契机,积极发展体育用品营销,打造自有品牌,塑造企业个性.The paper has done a research on the ing goods companies in Quanzhou, by combining STP and marketing strategies of eleven listed sport- the methods of literature and logical analysis, etc.. The results indicate that in companies Quanzhou targeted on the mid - end market, potential young consumers between 18 to 25 years old as well as sports enthusiasts,in order to establise a＂ specialize- d, fashionable and quality＂. The succeed of companies in Quanzhou has provide a beneficial advice to all other domestic corporations： doing segmentation market based on individual needs; developing personalized products through high technology; actively promoting products in sports events and es- tablishing own brands.

关 键 词：体育用品 上市公司 STP 营销策略 泉州 

分 类 号：G80-052[文化科学—运动人体科学]