基于终端客户群特征的花样滑冰健身休闲市场营销策略研究  

The Marketing Strategies of Figure Skating Fitness & Leisure Market Based on the Characters of the Terminal Customer Groups

作　　者：程晓多 CHENG Xiao-duo(School of Economics & Business Administration,Heilongjiang University,Harbin 150080,China)

机构地区：[1]黑龙江大学经济与工商管理学院

出　　处：《科技和产业》2019年第10期77-82,共6页Science Technology and Industry

基　　金：黑龙江省社科基金项目（16TYB01）,黑龙江省社科基金项目（17TYB05）;哈尔滨市科技创新人才（留学回国创业人才A类）（2017RALXJ014）

摘　　要：在北京冬奥周期进一步优化为满足新时代人民美好生活需要提供有力支撑的花样滑冰健身休闲市场的营销策略,对于将"带动3亿人参与冰雪运动"的冬奥目标融入为人民不断创造美好生活的新时代愿景具有重要的理论意义与实践价值。以首届黑龙江省花样滑冰邀请赛参赛队员的家长为调查对象,以问卷调查的方式,对花样滑冰健身休闲市场终端客户群的人文特征、消费行为和消费心理等进行描述。同时,以"扩大优质增量供给,实现供需动态平衡"为指导原则,以新供给经济学、微观经济学为依据,借鉴国外有关经验,在相关规划的框架下提出基于终端客户群特征的花样滑冰健身休闲市场营销策略。It is significant for theory discovery and practice to further optimize the marketing strategies of the figure skating fitness & leisure market during the life cycle of Beijing Olympic Winter Games,which supports to meet the demand of creating a better life for Chinese people in the context of the New Era,and integrate the goal of the 2022 Olympic Winter Games of encouraging 300 million people in China to participate in winter sports with the vision of the New Era of creating a better life continuously.The terminal customer groups of figure skating fitness & leisure market in the field of humanistic characteristics,consumer psychology,consumer behavior are described by survey method with the participants' parents as respondents in the First Heilongjiang Figure Skating Invitational Tournament.Meanwhile,depending on the principle of "a dynamic balance between supply and demand by improving the allocation of available resources and increasing high-quality supply",based on the theories of new supply economics,microeconomics,the marketing strategies of the figure skating fitness & leisure industry in China is put forward under the analysis frame of the related plans,drawn lessons from the foreign relevant experiences.

关 键 词：新时代 花样滑冰 健身休闲市场 问卷调查 营销策略 

分 类 号：C93[经济管理—管理学] G862.2[文化科学—体育训练]