运动休闲特色小镇空间:特征、价值与营销方略  

Space of Sports and Leisure Town:Characteristics,Value and Marketing Strategies

作　　者：周坤[1] 王松 苏欣 ZHOU Kun;WANG Song;SU Xin(Beijing Sports University,Beijing 100084,China;Division of Sports Science and Physical Education,Tsinghua University,Beijing 100084,China;Shenzhen Polytechnic,Shenzhen 518055,China)

机构地区：[1]北京体育大学,北京100084 [2]清华大学体育部,北京100084 [3]深圳职业技术学院,深圳518055

出　　处：《体育文化导刊》2022年第1期92-97,共6页Sports Culture Guide

基　　金：国家社会科学基金项目(15BTY013);山东省文化艺术科学协会项目(L2021Q07080043)。

摘　　要：运用文献资料、逻辑分析等方法,探究运动休闲特色小镇空间的特征、价值诉求与营销方略。运动休闲特色小镇空间具有公共性、整体性、系统性、全面性特征,其价值诉求包括强调“整体”以扩充客源市场、利用“疏离”以牵引顾客需求、注重“符号”以塑造文化意蕴、讲求“复合”以化竞争于无形。依托“三次售卖”理论提出营销方略:确定营销内容,初步形成“核心产业+支撑产业+配套产业+衍生产业”的“产业丛”;明确营销对象,涵盖潜在群体、目标群体以及优质商源;确认营销主体,利益相关者为政府机构、社会组织、市场企业、媒体媒介以及社会公众;优化营销方案,注重营销的规则化、个性化以及技术化。By using the methods of literature review and logical analysis,this paper explored the characteristics,value demands and marketing strategies of the space of sports and leisure town.The space of sports and leisure town has the characteristics of publicity,integrity,systematicness and comprehensiveness.Its value demands include emphasizing wholeness to expand customer market,using alienation to draw customer demand,paying attention to symbols to shape cultural implication,and stressing harmony to turn competition into invisibility.Marketing principles are put forward based on the Triple Sales theory:We should determine the marketing content to initially form the industry cluster of core industry+pillar industry+supporting industry+derivative industry,clear marketing target to cover potential groups,target groups and high-quality sources of business,identify marketing subjects and stakeholders as government agencies,social organizations,market enterprises,media and the public,and optimize the marketing plan to pay attention to the regularization,individuation and technicalization of marketing.

关 键 词：体育经济 运动休闲特色小镇 空间 营销 

分 类 号：G812[文化科学—体育学]