我国老年体育市场营销组合策略浅析

我国老年体育市场存在很大的潜力。本文通过研究老年体育市场的主要消费特征．制订了4P营销策略，即实用性、方便性、保健性的产品策略；适中实惠的价格策略；便利的渠道策略；情感促销策略。

杭州老年人心理需求、体育消费意向与消费态度关系研究--基于中介效应的实证分析

目的 通过对老年人体育消费态度在心理需求和体育消费意向间的中介作用进行检验,探究老年体育消费者的心理需求、体育消费态度和消费意向之间的关系,从而为该市场的开发及该产业的发展提供有价值的信息。方法 采用随机抽样法,对杭州市238名社区老人进行问卷调查,利用中介效应检验方法对其体育消费态度在心理需求和体育消费意向间的中介作用进行检验 。结果 体育消费态度在老年人心理需求和体育消费意向间的中介效应为部分中介效应,老年人心理需求对于其体育消费意向的中介效应不完全通过体育消费态度来达到影响。结论 老年体育市场的进一步发展,不仅是企业应该进行市场细分,找准定位,还需要政府的共同引导,由此才能促进这一市场的蓬勃发展。

Study on Urban Hierarchy Status of Sports Population in Jiangxi Province

The survey shows that urban sports population in Jiangxi Province have the following characteristics： the ＂jobless or unemployed＂ , ＂retired＂ vastly outnumber office workers, which reflects the uneven distribution of various strata; men outnumber women among the young and mid-aged and women are slightly outnumber men among the elderly, which reflects the uneven gender distribution; sports participation investment of higher income strata is relatively high, and low-income people are taking universal sports activities. To optimize the structure of sports population, the government needs to increase public investment in sports venues and facilities and publicity of the national fitness program, using legislation to protect off work time and raising the minimum income standards, and urging enterprises to set staff room, sports venues and facilities.