服务营销视角下的高校体育场馆营销策略

Analysis on Marketing Strategies of Stadiums and Gymnasiums in Universities from Visual Angle of Service Marketing

随着人们生活水平的不断提高,消费需求层次也越来越高,日益多样化、个性化。高校体育场馆在对市场开放的过程中服务内容日渐丰富,与顾客间接触的范围不断扩大。为适应激烈的市场竞争,全面适应消费者越来越复杂的新需求,在服务营销的理念下,通过对高校体育场馆服务营销的内涵与存在问题的分析,推出高校体育场馆服务营销之5PS策略。

With the continuous improvement of peoples＇ living standards, the demands from consumers are characterized by higher level, diversity and individuality. More services and interaction space are created increasingly when the stadiums and gynmasiums in colleges and universities are open to the market. In order to meet the intense market competition and accommodate the new demands of consumers, which are complex in the marketing services, a marketing strategy about 5PS is proposed on the basis of analysis of service items and existing problems.