摘要
为进一步提高高校体育场馆的经营水平提供理论支持,为广大高校体育场馆的未来营销提供方向。从7P营销组合理论角度及产品、价格、渠道、促销、人员、有形展示和服务过程7个方面对我国高校体育场馆进行分析。结果表明:场馆服务产品需要进一步重视无形产品的开发;价格需要进一步科学分层制定;密切校群关系,加强与周围社区的关系;注重促销、人员培训,以流畅的服务过程、怡人的有形展示吸引和干预更多的人参与体育锻炼,进行实惠的校园场馆体育消费。
The university and college stadiums＇ opening to public of has lasted for many years, and some university and college stadiums operate at the forefront, even to a maturity level. Marketing is the key and soul in industrial development, which suits for stadiums services as well. Based on the theory of the 7P marketing mix perspective, university and college stadiums were analyzed to provide theoretical support to further enhancement and future marketing direction for all university and college sta diums.
出处
《体育科学研究》
2014年第3期36-39,共4页
Sports Science Research
基金
东莞职业技术学院院级基金项目(2012c40)
关键词
7P理论
高校
体育场馆
营销
7P theory
university and college
stadiums
marketing
