略论运动市场营销中的升降梯理论及应用

On Escalator Theory and Its Applicationin Sport Marketing

笔者认为 ,升降梯理论结合运动市场营销信息系统可以使市场营销组织者科学地有针对性地进行营销策略决策 ,从而提高营销的效率。为此 ,本研究结合运动产品的特点运用文献资料和逻辑分析等方法 ,阐述了运动市场营销信息系统的结构、升降梯理论的内容及其在运动市场营销实践中的应用方法。

Escalator theory is an important part of sport marketing and easy to be operated.In this theory consumers are segmented according to their purchase frequency.Combining escalator theory with sport marketing information system(MIS),market organizers can make decision accordingly and scientifically soas to improve marketing efficiency.In this study the structure of MIS,the contents and application of escalator theory are formulized by the use of literature and logic analysis.