需求导向的我国户外运动产品体验营销创新

Led-By-Demand Experience Marketing Innovation of China's Outdoor Sports Products

体验经济的出现给社会带来全新的观念和变化,体验是户外运动的本质属性。阐释户外运动体验的核心内容与特点。分析我国户外运动市场消费者需求特点与产品特征。提出面向体验经济的户外运动产品营销变革:重新定义需求内涵、推崇"泛户外"理念;注重户外市场服务互动与消费者价值体验;营销规划需结合科技、人文和艺术。

The emergence of experience economy has brought about a brand-new concept and change to society. Experience is the essential attribute of outdoor sport. It pointed out the core contents and characteristics of outdoor sports experience, analyzed the characteristics of outdoor sports consumers＇ demands and outdoor sports products and put forward the reform of outdoor sports product marketing which was geared to the needs of experience economy： giving the connotation of demands a new definition, exerting great efforts to spread ＂pan-outdoor＂ concept, paying attention to the interaction of outdoor sports market service and consumers＇ experience to value and making marketing plan combine with science and humanism, as well as with technique and art.