摘要
以市场营销学的理论为基础 ,确定了我国夏季奥运项目营销市场大小的因素是观众人口、购买力和购买愿望 ,并对这些指标进行了细分。通过最后确定的指标制成调查问卷对 2 5 0 0名一般消费者进行调查聚类后认为 ,市场程度高的项群包括 7个具体项目 ,市场程度一般项群包括 10项目 ,市场程度低的项群有 9个。专家、学者的调查结果验证了这些结果。 3类项群各有市场特征。
Based on the theory of market marketing,the author determined that the factors that affected the magnitude of the marketing market of the events of summer Olympic Games to be held in our country were audience population,purchase power and purchase desire, which were further subdivided. Having carried out a survey on 2,500 consumers through questionnaires established according to the indexes finally determined, and having sorted the results from the survey, the author considered that the event group with large market scale included 7 specific events, and that the event group with medium market scale included 10 events,and that the event group with small market scale included 9 events. These results have been verified by the results of surveys carried out by exports and scholars.Each of the three events has some common market characteristics itself.
出处
《体育学刊》
CAS
北大核心
2005年第1期32-34,共3页
Journal of Physical Education
关键词
夏季奥运项目
营销市场
项群分布
events of Summer Olympic Games
marketing market
even group distribution
