中国公开水域游泳横渡运动市场营销研究

A Study of Marketing of Open Waters Swim-crossing in China

公开水域游泳横渡运动(简称横渡)是公开水域游泳运动的重要组成部分之一。近几年我国的横渡运动市场虽然已初步形成,但却处于自发的、不成熟的、不规范的状态,缺乏经验的总结和理论的指导。以市场营销理论为依据,采用文献资料法、专家访谈法、调查问卷法、数理统计法、逻辑分析法和个案法等研究方法,重点分析了横渡市场的营销管理过程、横渡市场的营销环境、横渡目标市场、横渡管理组织体系、横渡产品策略等。

Open waters swim-crossing （crossing for short） is an important part of Open waters swim. In the recent years the crossing market in China has primarily formed, however, they are still in a state of spontaneous, immature, and unregulated and lack of experience summary and theoretical direction. Based on marketing theory, the paper mainly analyzes managemem, marketing environment, target market, organization system, and produet strategy in crossing market by literature review, expert interview, questionnaire, mathematical analysis, logic analysis and case study.