【摘要】 通过从体育用品业市场细分和其营销组合两个层次分析了体育用品业营销,在日趋激烈的体育用品业竞争中,体育用品营销要成功,必须在这两方面下功夫,其中体育用品业市场细分、目标消费者市场选择是体育用品业营销的基础和前提,体育用品业营销组合是体育用品业营销的核心,两者相辅相成,缺一不可。两者成功运行,就能实现企业的经营目标,确保在体育用品业竞争中立于不败之地。更多还原

【Abstract】 In the sharply competition of sporting goods, sporting goods merchandizing leads to success. At beginning, we must make a fine segmentation of sporting goods market and define the aim consumer market so as to accomplish a scientific orientation of consumers. Then, choose the appropriate tactics of merchandizing combination. The four elements of merchandizing combination are as follows: product, price, place and promote tactics. That is 4ps. Enterprises should apply the "4ps" tactics in a comprehensive way in accordance with the aim consumer market which have defined in order to make sure of the success in the competition of sporting goods and fulfill their aim of management.更多还原