| （1陕西师范大学 体育学院，陕西 西安 710062；2成都体育学院，四川 成都 610041） 摘要：通过调查和文献资料等，对四川体育旅游目标市场定位与细分进行研究。结果表明：当前四川体育旅游在开发时应充分关注项目的娱乐性、健身性、参与性、刺激性和自然性；从地域上说，应立足于本地市场，尽力开拓省外市场，努力争取国际市场；从人群层次阶层上来说，应重点面向中间阶层，兼顾超富裕阶层，密切关注低收入阶层；从年龄上来说，应重点面向中青年人，兼顾中老年人，密切关注青少年；在价格上应以500元以下的中低档、大众型产品开发为主。 关键词：四川省；体育旅游；目标市场；市场细分 中图分类号：G80-05；F592.771 文献标识码：A 文章编号：1006-7116(2003)04-0021-03 |
ZHANG Jin-qiao1, LIU Bo-li2
| （1.Physical Education College of Shaanxi Narmal University,Xi'an 710062, China；2.Chengdu Institute of Physical Education,Chengdu 610041,China） Abstract:This paper, through investigations and documents,studies the positioning and subdivision of the sports tour's target market in Sichuan province.It is concluded that, while developed, the sports tour in Sichuan should pay enough attention to the items' entertainment, bodybuilding, participation, stimulation and nature at present. Considering the region, it should be based on the local market, try to explore markets in other provinces and do effort to struggle for the international market. Considering the class, it should face to the middle-class emphatically. Considering the rich class and pay close attention to the low class. Considering the age, it should face to the middle-aged people emphatically, consider to the old man and pay close attention to the young. Considering the price, it should emphasis on the development of the middle and low quality below ￥500 and popular product. |
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