摘要
从产品生命周期的角度,阐述体育赛事的组织者和经营者如何在划分产品生命周期的基础上制定自身的发展战略,并从周期的各个阶段——赛事产品的导入期、成长期、成熟期和衰退期入手,分析赛事组织者应在不同的时期采取不同的营销策略,才能取得较好的经营效果和利润。
From the angle of products＇ life period, it expounded how the organizers and operators of sports competitions established their strategy of development based on dividing the products＇ life period, analyzed and pointed out that the organizers of sports competitions should adopt different marketing strategies at different stages, so as to gain better operational effect and profit, from all stages of the period- introductory stage, growing stage, mature stage and recessional stage of sports competitions products.
出处
《上海体育学院学报》
CSSCI
北大核心
2008年第3期14-17,33,共5页
Journal of Shanghai University of Sport
基金
上海市教委重点学科建设资助项目(J51002)
关键词
产品生命周期
体育赛事
营销策略
products＇ life period
sports competitions
marketing strategy
作者简介
西宗凤（1966-），男，安徽蚌埠人，安徽电子信息职业技术学院体育部副教授；Tel：13033023304，E-mail：xzf66@126．com
