从营销视角看《全民健身计划纲要》的实施

(绍兴文理学院体育系，浙江绍兴312000)

摘要：《全民健身计划纲要》的实施需要系统成熟的理论指导，市场营销理论可以指导纲要的实施。从营销视角看，纲要的实施就是政府向全国人民推销健身观念的过程。运用市场营销4P(产品、价格、渠道、促销)组合理论对目前纲要的实施进行分析，提出了促进纲要实施的一些建议。

关键词：全民健身计划纲要；营销；4P组合理论

中图分类号：G812.3 文献标识码：A 文章编号：1006-7116(2002)06-0023-02

Views on sport-for-all program implementation by marketing theories
CHAI Hong-nian

(Department of Physical Education，Shaoxing University,Shaoxing 312000, China)
Abstract: In fact,implementing of sport-for-all program is that the government promotes fitness conception and fitness lifestyle to all people. Therefore,it is necessary for the government to use all resources to do enough on marketing works under the integration theory of “products, price, place and promotion”.
Key words: sport-for-all program;marketing；integration theory of 4P

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