“长尾理论”在退休居民体育消费营销中的运用  

Application of Long Tail Theory in Sports Consumption Marketing of Retired People

作　　者：陶荣兵[1] 顾海勇[1] 

机构地区：[1]南京铁道职业技术学院体育教学部,江苏南京210031

出　　处：《体育成人教育学刊》2015年第1期92-94,共3页Journal of Sports Adult Education

基　　金：2013年度江苏省体育局体育科技项目局管课题(ST13402313)

摘　　要：随着退休机制的完善,老龄化社会趋势的加快和人们养生健身观念的转变,促进了退休居民体育消费的观念、行为、能力的改变;但是目前关于退休居民体育消费的商品较少,营销模式单一。"长尾理论"营销理念为退休居民的体育消费市场提供了丰富的营销策略,这将对我国退休居民的体育消费营销模式产生深远的影响。The improved retirement system,rapid development of aged society and concept change of health keeping promote the change of concept,behavior and ability of sports consumption of retired residents.However,there are not adequate sports products for the retired people and the marketing is monotonous.The Long Tail Theory has provided rich marketing strategy for the sports consumption market of the retired residents,which will have great impact on the sports consumption market of the retired residents.

关 键 词：长尾理论 退休居民 体育消费 体育营销 

分 类 号：G80-05[文化科学—运动人体科学]