从4P和4C理论看经营性网球俱乐部的营销战略

Marketing Strategies of Commercial Tennis Club under the Condition of 4P+4C

以市场营销学的经典理论4P和4C为依据,以市场营销学、体育学为基点,从网球俱乐部开发、经营运作体育市场的角度,对网球俱乐部的营销战略进行了研究。笔者认为4P与4C不是取代关系,而是加强和发展关系。现代经营性网球俱乐部市场营销组合既不是单纯的4P组合,也不是单纯的4C组合,而应该是4P+4C。

The thesis on the basis of the classical marketing theory of 4P ＋ 4C, established on the subject of marketing and sports, makes a careful study on tactics of managing and selling of tennis club from the angle of tennis club developing and operating sports market. The authors think 4P and 4C can not replace, but strengthen and develop from each other. Modern operating tennis club marketing mix are not purely 4P portfolio or purely 4C portfolio, and should be 4P ＋ 4C.