摘要
运用经济学中消费者行为理论分析工具,分析了消费者偏好和体验产品价格对产品需求的影响过程,并在此基础上指出了厂商应通过传播营销来提升消费者的认知、增强消费者的情感,从而加强消费者偏好以及政府应针对实际消费者提供从量补贴,对潜在消费者派发商品券,以此来增加体验产品需求的实现路径。
By using the analysis tool of consumer behavior theory in economics,this paper analyzes the effect process of consumer preference and experiential product price on product demand,and based on it indicates implementation paths are as follows:manufacturers should enhance cognition and emotion of consumers through spread marketing in order to strengthen consumer preference,the government should increase product demand by providing existing consumers subsidy and potential consumers merchandise tickets.
作者
成永坤
朱菊芳
CHENG Yongkun;ZHU Jufang(Sports and Science School of Nanjing Normal University,Nanjing 210023,Jiangsu,China)
出处
《辽宁体育科技》
2019年第4期12-16,共5页
Liaoning Sport Science and Technology
基金
江苏省体育局重大体育科研课题“江苏省公共体育场馆绩效评价体积研究(项目编号:ST180121)
关键词
体育场馆
体验产品
需求
经济学分析
实现路径
sports venue
experiential product
demand
economic analysis
implementation path
