| 体育消费者消费决策制定过程分析及营销策略 |
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| 引用本文： | 冯兵.体育消费者消费决策制定过程分析及营销策略[J].山东体育科技,2005,27(2):48-50. |
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| 作者姓名： | 冯兵 |
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| 作者单位： | 山东财政学院,山东,济南,250014 |
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| 摘 要： | 通过对体育消费者决策制定过程中的确认需要、信息搜寻、方案评估、消费决策、消费后评价等环节分析，以期使体育经营者在体育营销过程中能够改变这些环节中的变数以诱导体育消费者经过每一阶段，最终使消费者达到消费目的。
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| 关 键 词： | 体育 消费者 行为 分析 营销 |
| 文章编号： | 1009-9840（2005）02-0048-03 |
| 收稿时间： | 2005-04-23 |
| 修稿时间： | 2005年4月23日 |
Analysis of policy-making process for sports consumption and its marketing strategy |
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| FENG Bing.Analysis of policy-making process for sports consumption and its marketing strategy[J].Shandong Sports Science & Technology,2005,27(2):48-50. |
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| Authors: | FENG Bing |
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| Abstract: | With the analysis of demand confirmation, information search, plan appraisal, consuming policy and evaluation after consumption in the process of policy-making for sports consumption, it is expected that those variables can be changed in the process of sports marketing to reach the aim of luring consumers to purchase sports goods or services. |
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| Keywords: | sports consumer behavior marketing |
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