我国知识女性体育消费影响因素分析及营销策略

An Analysis on Influential Factors and Marketing Strategies of Sports Consumption for Chinese Educated Female

采用问卷调查、访谈及文献资料等方法,对我国14个城市知识女性参与体育消费的影响因素进行了调查。结果表明,知识女性参与体育消费的比例不高,影响知识女性体育消费的因素主要有个人经济收入水平;体育能力;体育产品质量;体育文化氛围和环境因素。在此基础上,提出了体育产品开发、体育产品价格设计、促销设计等一系列的市场营销策略,旨在为体育产业开发与经营者科学决策提供理论依据,对区域经济发展具有现实意义。

With the methods of questionnaire, interview and documentary review, the influential factors of the educated female＇s sports consumption in 14 cities of China are researched. The results show that the percentage of the educated female＇s sports consumption is small and the influential factors include income, physical ability, the quality of sports products, the atmosphere of sports culture and circumstances. Based upon this analysis, we put forward such marketing strategies as developing sports products, designing rational price and sales promotion in order to provide theoretical and scientific references for sports industry developers and managers, which contribute to the development of local economy.