摘要
运用文献资料、逻辑分析等研究方法,从回头经济视域下对运动休闲特色小镇的发展路径进行研究。研究认为,打造成功的回头经济能够助推运动休闲特色小镇的可持续发展,运动休闲特色小镇回头经济形成分为三个环节:初次消费环节-品牌信息扩散环节-多次定向消费环节。提出发展路径:深挖区域特色资源,开发优质的"回头资源";打造优质的赛事IP,吸引消费者注意力集聚;明确消费市场定位,提高市场占有率;提高品牌影响力,培育高黏度消费群体。
Using literature reviews,logical analysis and other research methods,the paper studies on the development path of sports and leisure characteristic towns from the perspective of the regular customer economy.Study shows that build a successful regular customer economy can promote the sustainable development of the sports and leisure characteristic towns,and analyzes the three links in the formation of the regular customer economic of sports and leisure characteristic towns that including primary consumption link,brand information diffusion link,and multiple directional consumption link.Finally,the authots puts forward the development path:Dig deep regional characteristic resources and create high-quality"regular customer resources";create a high-quality sports event IP and attract consumers'attention;Clear the positioning of the consumer market and increase the market share;Enhance brand influence and cultivate high viscosity consumer groups.
作者
陈洋
孙辉
孔庆波
张健
CHEN Yang;SUN Hui;KONG Qing-bo;ZHANG Jian(School of P.E.&Health,East China Normal University,Shanghai 200241,China;College of Physical Education,Chongqing University of Arts and Sciences,Chongqing 402160,China)
出处
《体育文化导刊》
CSSCI
北大核心
2018年第11期100-105,共6页
Sports Culture Guide
基金
国家社会科学基金项目(14BTY014)
关键词
体育经济
运动休闲特色小镇
回头经济
sports economics
sports and leisure characteristic towns
regular customer economy
