| 基于顾客让渡价值理论的节日体育旅游营销策略研究 |
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| 引用本文： | 管勇.基于顾客让渡价值理论的节日体育旅游营销策略研究[J].南京体育学院学报(社会科学版),2009,23(6):36-40. |
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| 作者姓名： | 管勇 |
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| 作者单位： | 徐州工程学院,体育学院,江苏,徐州,221008 |
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| 摘 要： | 本文运用顾客让渡价值理论，在详细分析我国节日体育旅游产生的背景，节日体育旅游的特点、我国旅游消费方式的转变，及现行我国节日体育旅游的价值体现的基础上，归纳了目前国内节日体育旅游营销基本原则为：主题性、差异性、参与性、挑战性，以及民族与文化性等原则。作者指出应积极研究体育旅游市场营销，把现代先进的旅游市场营销理念引进中国体育旅游事业，并且提出了基于顾客让渡价值理论视域下的节日体育旅游营销策略：1）体育旅游产业营销需注重文化营销；2）在传统节假日期间应着力设计并推广体验型体育旅游；3）传统节日假期注重“绿色体育”旅游营销；4）传统节日假期中建立体育旅游监督机制；5）传统节日假期中建立体育旅游产品的分销系统。通过特定的发展方式，促使中国的体育旅游市场尽快走向成熟，为我国实现2020年旅游发展目标，全面建设小康社会起到推动作用。
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| 关 键 词： | 顾客 价值 传统节日假期 体育旅游 营销 |
Investigation of Customer Delivered Value Based Sports Tourism Marketing Strategy during Traditional Holidays |
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| GUAN Yong.Investigation of Customer Delivered Value Based Sports Tourism Marketing Strategy during Traditional Holidays[J].Journal of Nanjing Institute of Physical Education,2009,23(6):36-40. |
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| Authors: | GUAN Yong |
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| Institution: | GUAN Yong ( The PE I)ep. of Xuzhou Engineering Institute, Xuzhou 221008, China } |
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| Abstract: | Customer delivered value was used in the article to analyze the background, characteristics of sports tourism holidays in China. Changes of national tourism consumption manner and value realization of current national sports tourism were also discussed to conclude the basic principles of sports tourism marketing. Principles were listed as following ： 1 ） sports tourism industry should focus on cultural aspect ; 2 ） experiencing sports tourism should be widely extended during traditional holiday period; 3 ） ＂green sports＂ marketing strategy should be strengthened; 4） monitoring system of sports tourism should be created; 5 ） marketing system of sports tourism products during traditional holidays should be established. Chinese sports tourism market should step into mature format with the help of development, in order to realize the tourism target in the year of 2020 and comprehensively impel the establishment of a well - off society in an all - round way. |
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| Keywords: | customers values traditional holidays vacation sports tourism marketing |
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