我国体育用品企业体验营销策略研究  

Experiencing Marketing Strategy of Sports Product Enterprises in China

作　　者：王潇[1] 

机构地区：[1]三峡大学体育学院,湖北宜昌443002

出　　处：《体育成人教育学刊》2015年第5期33-35,共3页Journal of Sports Adult Education

摘　　要：营销创新一直是我国体育用品企业品牌化建设中着力提升的重要内容。阐述了体验营销的内涵和特点,分析了体育用品企业实施体验营销的5种形式,并提出提升体验营销实施效果的策略:即营销过程贯穿以顾客需求为中心的理念;组合多元化的体验营销手段和方法;针对顾客个性化需求提供体验服务;注重品牌文化体验的传递;实施有效的情感体验。The marketing innovation is an important content of brand construction of sports product enterprises.The paper expatiates on the connofation and features of experiencing marketing.The paper analyses five experiencing marketing patterns of sports product enterprises and proposes strategies to enhance marketing effects.The paper proposes to establish customer-oriented concept,integrate experiencing marketing methods,provide individual experiencing service,focus on brand culture publicity and implement effective emotional experience.

关 键 词：体育用品企业 体验营销 营销形式 营销理念 

分 类 号：G80-05[文化科学—运动人体科学]