【摘要】 营销组合策略是关系到大型体育场馆经营效果的重要因素。本文通过对4P和4C营销组合理论的对比分析,指出大型体育场馆在经营过程中,应综合运用4P+4C营销组合策略,实施以消费者为导向的产品策略,以满足消费者需要所付出的成本为导向的价格策略,以提高消费者购物便利性为导向的渠道策略和以沟通力为导向的促销策略,以增强场馆经营开发效果,提高其经济效益。更多还原

【Abstract】 Marketing-mix strategy is an essential factor to influence the management of large-scaled stadia and gymnasia.Through the comparative analyses on 4P+4C marketing-mix theory,this paper points out that managers should comprehensively use 4P+4C marketing-mix strategies,and carry out consuner-orientated product strategy,cost-orientated price strategy, convenience-orientated place strategy and communication-orientated promotion strategy so as to gain ideal managing effect.更多还原