| 体育健身企业市场结构及其营销行为的研究——以杭州市为例 |
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| 引用本文： | 何选,王燕飞.体育健身企业市场结构及其营销行为的研究——以杭州市为例[J].中国体育科技,2007,43(3):25-30. |
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| 作者姓名： | 何选 王燕飞 |
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| 作者单位： | 杭州电子科技大学,体育教学部,浙江,杭州,310037 |
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| 摘 要： | 以SCP范式和7P’S营销理论为主要理论依据,运用访谈、实地调查和问卷调查等方法,以杭州市为例,在对该市体育健身企业市场结构及营销行为的调查与分析的基础上,提出适合于东部省份中等发达城市体育健身企业市场结构的营销行为的修正方案。目前,这些城市的体育健身市场基本为垄断竞争的结构类型,据此,提出企业的修正方案应根据自身不同经济能力,在完善各项策略的基础上,以价格竞争、产品策略、广告促销等方式为主。
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| 关 键 词： | 体育健身 企业 市场 结构 营销 杭州 |
| 文章编号： | 1002-9826(2007)03-0025-06 |
| 修稿时间： | 2007年1月5日 |
Study on Market Structure and Marketing Behavior of Bodybuilding Enterprises——Taking Hangzhou as Example |
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| HE Xuan,WANG Yan-fei.Study on Market Structure and Marketing Behavior of Bodybuilding Enterprises——Taking Hangzhou as Example[J].China Sport Science and Technology,2007,43(3):25-30. |
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| Authors: | HE Xuan WANG Yan-fei |
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| Abstract: | Based on the main theory of SCP and 7P'S and using the method of interview,investigation at site and questionnaire,taking the Hangzhou as example,this paper studies the market structure and marketing behavior of bodybuilding enterprises and put forwards the amendment project suiting for developed cities in east parts of province.Currently,these market structures are competition markets.According to it,the suggestions are put forwarded for price competition,product strategy and advertisement promotion. |
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| Keywords: | bodybuilding enterprises market structure marketing Hangzhou |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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