基于An Soff Matrix分析体育小镇发展策略

Analysis of the Development Path of Sports Town Based on Ansoff Matrix

An Soff Matrix是企业长期发展营销战略模型,主要基于产品和市场的关系对企业发展策略进行定位。对体育特色小镇发展以模型嵌入的方式即从产品和市场组合的四个战略路径进行探究,体育特色小镇作为产品以消费者需求为基点、特色为要点、融合为创新点进行开发。投资者和消费者都是体育特色小镇的市场,以特色资源引领投资者、带动消费者才能避免产业同质化。体育特色小镇初期以主导性多角化打好基础,紧抓产业聚集要点,中期和后期进行环绕式产业链建设。

Ansoff matrix is a long-term development marketing strategy model of an enterprise.It mainly positions the development strategy of an enterprise based on the relationship between products and market.Through the research on the four strategic paths of product and market combination in the way of model embedding,the sports characteristic town is developed as a product based on consumer demand,characteristics as the key point and integration as the innovation point.Investors and consumers are the markets of sports characteristic towns.Only by leading investors and driving consumers with characteristic resources can we avoid industrial homogeneity.In the early stage,the sports characteristic town should lay a good foundation with leading diversification,and focused on the key points of industrial agglomeration;and in the middle and later stages,the construction of surrounding industrial chain should be carried out.