基于需求特征的体育用品营销策略研究

Research on Marketing Mearsurements of Sporting Goods Based on Demand Features

买方市场条件下,需求影响甚至决定供给。文章在界定体育用品内涵并强调体育用品需求重要性的基础上,通过对体育用品需求的引致性、差异化弹性和高关联性等三个特征进行剖析,继而提出了包括激活潜在需求、差别定价等在内的体育用品营销策略。

Supply is affected or even determinated by demand under buyers＇ market condition. Based on defining its connotation and emphasing its features, this paper analyzes characteristics of sporting goods demand including causality, differences between elasticity and higher relevance, then, some suggested marketing strategy such as activating latent demand, differential pricing are provided.