基于市场营销学视角的体育服务产品内涵与特征  

Marketing- based Connotation and Features of Sport Service Product

作　　者：郑和明[1] 叶鸣[2] 

机构地区：[1]上海体育学院经济管理学院,上海200438 [2]上海海洋大学体育部,上海201306

出　　处：《上海体育学院学报》2015年第5期28-31,共4页Journal of Shanghai University of Sport

摘　　要：基于市场营销学视角,阐释体育服务产品的内涵并揭示其特征:内容的健康性,功能的整合性,技能的竞争性,素质的塑造性,过程的激励性,参与的动态性,交流的无障碍性,消费的"奢侈性"等。The study examined the connotation of sport service product. It also explored its features, including its healthy content, comprehensive functions as well as its competition in skills, formability in quality, incentive mechanism in process, interaction in participation, accessibility in communication and ＂extravagance＂ in consumption, etc.

关 键 词：体育产品 体育服务产品 内涵 特征 市场营销 

分 类 号：G80-05[文化科学—运动人体科学]