摘要
通过对我国大学生体育服务产品的潜在文化(potential culture)要素的提出、内涵剖析、开发策略以及营销组合理论的分析,提出了体育服务营销8P理论或是“7P+1P”理论,形成了新的营销组合。同时,潜文化理论与7P组合是形成体育服务产品核心竞争力的关键理论之一,这一研究将对体育服务营销乃至其它服务营销都有现实意义。
In this text ,'8P' theory of sports service marketing or'7P+ 1' theory is proposed through discussing about potential culture factors of university students' sport service products, analyzing on it's connotation. Meanwhile, the combination of 'Potential Culture 'and'7P'theory is one of key theories in the forming process of sport service products' core competitive power. This research will have reality significance on sports service marketing and other things marketing.
出处
《西安体育学院学报》
北大核心
2005年第4期12-15,共4页
Journal of Xi'an Physical Education University
基金
2004届北京体育大学博士学位论文部分内容
关键词
潜在文化
新营销组合
核心竞争力
大学生体育服务市场
potential culture
new marketing combination
key competitive power
university students' sports service market
