摘要
研究指出,浙江省金华市农村体育用品消费市场份额小、需求量大、竞争不充分、需求差异大,这与长尾理论中"尾部"市场的特点相吻合.从长尾理论的视角,分析了促进金华市农村体育消费市场繁荣的下列有利条件:金华市农村背靠体育实物产品生产基地;地区经济发展水平为市场发展提供经济基础;交通发达,加快产品运输,降低价格.并提出对策和建议如下:放宽政策,活跃市场;扩大宣传,增强居民体育锻炼理念和购买欲望;做好"头部"并引导"尾部".
According to the research, sports goods consumption market in the rural area of Jinhua has four fea- tures, such as small market share, large demand, insufficient competition and demand difference which are also fit for the ＂tail＂ market＇ s characters. From the perspective of the theory of the long tail theory, the author analyzes the following advantages to promote this market： the rural area is near to the sports material production base; the e- conomic level of area laid the foundation for its further development; well - developed traffic condition speeds up the product transportation and reduces the price as well. Countermeasures and Suggestions are as following： relax the policy and activate the market; enhance residents＂ sports exercise concept and purchasing desire; work on the ＂head＂ market and guide the ＂tail＂ market.
出处
《菏泽学院学报》
2012年第2期88-90,107,共4页
Journal of Heze University
关键词
金华市
农村
体育用品消费
长尾理论
Jinhua City
rural area
sports goods consumption
long tail theory
