摘要
景观体育作为体育旅游的一个重要范畴,属于一个新兴的体验经济项目,具有十分巨大的市场发展潜力。采用文献资料、调查、比较等方法,将景观体育与营销学经典的4P营销组合理论相结合,探讨进行景观体育营销的科学策略,为景观体育今后的发展提供了可供实际操作的建议和方法。
As an important category of athletic travel, the landscape athletics belong to a newly arisen experiential economics item and have great market developing potential. Adopting methods of document data, investigation, comparation,etc. , this paper combines the landscape athletics with the classic 4P marketing mix theory, inquires into the scientific strategies of landscape athletics marketing; and pro-vides some practicable suggestions and methods for its development in future.
出处
《浙江体育科学》
2004年第6期20-23,共4页
Zhejiang Sport Science
关键词
景观体育
体验经济
4P营销组合
<Keyword>landscape athletics
experiential economics
4P marketing mix
