摘要
通过文献资料法,逻辑分析法等研究方法,以武术市场营销微观环境三大因素为研究对象,在市场调研的基础上,针对其问题进行整理、分析、探索,用市场营销手段为武术发展寻找可实践性路径。研究认为:武术市场营销微观环境因素之多,具体为三大因素:其一,营销组合4Ps,指产品、渠道、价格、促销,根据产品功能性分为技击性产品和理论性产品;根据渠道以线下渠道为主和线上渠道为辅;根据价格分为有形产品价格和无形产品价格;促销基本方式有降价式、有奖式、打折式、竞赛式、免费试用、展览和联合展销式。其二,竞争者为“直接竞争”“可替代竞争”和“间接竞争”;其三,消费者为武术参与者和武术观众,提出利用市场营销手段,提高武术消费者认可度,扩大武术影响力,促进武术市场的繁荣与发展。
Use the research methods of literature method and logical analysis method,taking the three factors of Wushu marketing micro environment as the research object,firstly,this paper puts forward the constructive problems to the three factors of current Wushu marketing micro environment,and arranges,analyzes and explores its problems on the basis of market research.Using marketing means to find a practical way for the development of martial arts.The research shows that there are many microenvironmental factors in martial arts marketing,which are three factors:one is marketing combination 4Ps,which refers to products,channels,prices and promotions,which are divided into technical products and theoretical products according to product functionality;offline channels are mainly and online channels are auxiliary according to channels;tangible product prices and intangible product prices are divided into tangible product prices and intangible product prices according to price.The basic ways of promotion are price reduction,prize,discount,competition,free trial,exhibition and joint exhibition.The second competitor is"direct competition","alternative competition"and"indirect competition".The third consumer is martial arts participants and martial arts audience two kinds.This paper analyzes the micro environmental factors of Wushu marketing,makes use of marketing means to improve the recognition of Wushu consumers,expands the influence of Wushu,and promotes the prosperity and development of Wushu market.
作者
彭国强
武国平
郑丽莎
Peng Guoqiang;Wu Guoping;Zheng Lisha(Graduate School of Education,Shandong Sport University,Jinan Shandong 250102,China)
出处
《武术研究》
2020年第9期50-53,共4页
Wushu Studies
基金
山东体育学院研究生教育学院研究生立项资助课题,编号:Z201906。
关键词
市场营销
微观环境
武术产业
武术
Marketing
Microenvironment
Martial arts industry
