新时期我国体育场馆消费者细分及定价策略研究

Research on the Consumer Subdivision and Pricing Strategy of China's Stadium and Gymnasium in the New Period

运用文献资料法、问卷调查法和数理统计法等,以价格和服务质量为竞争指标对新时期我国体育场馆的消费者细分进行了系统探究。结果表明:前期的体育消费者细分研究主要以阶层细分和区域细分等宏观研究为主,通过因子分析和聚类分析可以把体育消费个体分为价格敏感服务不敏感型、价格服务均敏感型、价格不敏感服务敏感型、价格服务均不敏感型四大类。最后利用Hotelling(豪泰林)模型,根据价格和服务质量计算出了体育场馆的均衡利润,从而明确了差异化的定价策略可以兼顾实现不同消费者的消费需求和体育场馆的合理营收。

By using the methods of literature,questionnaire and mathematical statistics,this paper expounds the subdivision research of sports consumption,and makes a sensitive classification of consumers based on the opposite price and service level.The study thinks that the sports consumption segmentation in the early stage is mainly based on the macro research such as class subdivision and regional segmentation.Through factor analysis and cluster analysis,sports consumption individuals can be divided into two categories:price sensitive and service sensitive.Finally,we use Hotelling model to calculate the equilibrium profit of sports venues according to the price and service level,so as to divide and make reasonable pricing of sports consumption market,giving consideration to the consumption needs of different consumers and the reasonable revenue of sports venues.