摘要
采用文献资料法、调查法、个案分析法、逻辑推理法等研究方法,研究大型体育场馆运用"4R"理论进行服务营销的途径。研究表明,结合大型体育场馆自身社会服务的性质,将"4R"理论的服务营销模式导入我国大型体育场馆的经营管理之中,不但可以提高我国大型体育场馆自身的盈利能力和经济效益,更可以为我国的体育产业改造起到较好的示范作用。
By using the methods of literature, questionnaire, case analysis, logical reasoning, etc, the paper researches the way of service marketing of large sports venues based on the theory of ＂4 R＂, with the research showing that by combining the features of large sports venues＇social services and introducing the marketing mode of ＂4 R＂ theory into the management of Chinag large sports venues, we can not only largely improve the profitability and financial bene- fits of these large sports venues, but also set a good example to the remold of Chinag sports industry
出处
《成都体育学院学报》
CSSCI
北大核心
2012年第6期9-12,共4页
Journal of Chengdu Sport University
关键词
体育场馆
4R
服务营销
sports venues
d R
service marketing
