我国消费者体育消费需求的把握与回应

The Study on How to Grasp and Respond to Our Country Consumer Sports Consumption Demand

基于方法论和市场营销学的基本理论,运用文献资料法和专家咨询法,归纳总结把握体育消费需求的有效方法,探讨满足体育消费需求的应对策略。研究认为:我国体育消费市场表现出开放性、进取性、广泛性和信息不对称性等特点;综合运用调查法、感悟法、演绎法、数据库法和实验法可有效地把握体育消费需求。

Based on the elementary theory of methodology and marketing, using the methods of documentation and the expert, the study summarized the effective method which how to grasp the sports consumption demand, discussed the strategy that how to meet sports consumption demand. The research thought that our country sports consumption market displays the characteristics of openness, enterprising, widespread and information dissymmetry and so on; in order to grasp the sports consumption demand, The effectively way is to synthesis use the investigation, the experience, the deductive, the database and experiment method.