体育用品网络销售的发展策略 大学论文.doc

体育用品网络销售的发展策略 摘要:随着经济全球化的迅速发展和体育运动在世界各国的普及，体育用品产业正成为21世纪最具有前景的新兴产业之一，合理发展我国体育用品有利于活跃体育经济带动体育产业的发展。我国体育用品产业的规模普遍不大，很难组成一定形式的大规模体育用品网购平台。这是体育事业的发展机遇，但是同时也是一个严峻的挑战。基于网购运动品牌的专有模型，调查认为2015年至2018年运动器材市场的复合年均增长率将为14.3%。然而运动商品器材的网购有不可避免的优缺点，运动器材的本身特性让它具备了很高的实际体验价值，只有用实际的检验才能避免体育器材网络营销的无体验性。本文研究的意义就是通过了解当今运动用品购物市场下的网购心理及实际市场与网络市场的结合发展，从而为自身体育器材网购市场的发展提供可靠策略及营销方向。 关键词：网购；运动用品；网络营销 Development Strategy of Network marketing of sports goods Abstracts: Along with the rapid development of economic globalization and the popularization of sports in the world, sports goods industry is becoming one of the most promising new industries in twenty-first Century, which is conducive to the development of sports industry in China. The scale of sports goods industry in China is generally small, it is difficult to form a certain form of large-scale sports goods online shopping platform. This is the development of sports industry, but also a serious challenge. Based on the proprietary model of online shopping sports brand, the survey considers that the compound annual growth rate of the sports equipment market in 2015 to 2018 will be 14.3%. However, the online shopping of sports equipment has the advantages and disadvantages, and the characteristics of the sports equipment make it have a high practical value, and only use the actual test to avoid the sports equipment network marketing experience. The significance of this research is to provide a reliable strategy and marketing direction for the development of the online shopping market. Key word: Online shopping ；Sporting goods ；Network marketing 目 录 前 言....................................................................................................................1 （一）研究目的..............................................................................................1 （二）研究意义..............................................................................................1 （三）研究方法......................