生活方式与运动休闲产品营销分析.doc

生活方式视角的运动休闲产品消费分析及营销对策 摘要 随着社会经济、文化和科学技术的不断发展,以及由此带来的人们生活观念的变化,运动休闲已经越来越成为生活中不可缺少的重要内容。随着我国现代化程度的不断提高,人们对身体健康和生活质量的要求越来越高,参加各种各样运动、休闲活动的增长率逐年上升,由此而引致的对运动休闲产品的需求也不断上升。LIFE-STYLE PERSPECTIVE OF SPORTS AND LEISURE PRODUCTS CONSUMPTION ANALYSIS AND MARKETING STRATEGIES ABSTRACT As the developments of social economy、culture and technology, and these result the changes of people life concepts. Sports and casual wear has become more and more important in life. With increasingly development of our country’s modernization, people demand for health and life quality become more highly than before and they take part in all kinds of sports activities increasingly year by year, so demands of sports and leisure products are also continuous lift. Sports and leisure products have been penetrated in all age groups, which not only enriched people’s spiritual life, but also changed people’s life-style. From this backgrounds, how to view this phenomenon from life-style perspective, there are many reasonssuch as economy、culture、 age、 environment and gender which influenced sports and leisure products market. And according to these factors, how to develop a pertinent marketing, is a deeply researched question of this essay. Key words: life-style; sports and leisure products; leisure industry; leisure consumption  目录 1. 绪论 1 1.1 研究的方法和意义 1 1.2 课题研究概况 1 1.3 研究对象及方法 2 1.3.1 研究对象 2 1.3.2 研究方法 2 2. 生活方式对运动休闲产品消费的影响 3 2.1 生活方式概述 3 2.2 生活方式与消费者行为 3 2.3 运动休闲产品消费特点 3 2.3.1 运动休闲产品消费的象征性 3 2.3.2 运动休闲产品消费的时尚性 4 2.4 生活方式对运动休闲产品消费的影响 4 2.4.1 经济收入的影响 4 2.4.2 文化环境的影响 5 2.4.3 社会阶层的影响 7 2.4.4 年龄层次的影响 8 2.4.5 性别差异的影响 8 2.5.6 地域差异的影响 9 3. 营销对策 12 3.1建议 12 3.1.1 调整就业结构，增加人们运动休闲消费机会 12 3.1.2 推行大众休闲消费教育，培养人们运动休闲消费意识 12 3.1.3 结合各阶层消费特点，满足各阶层运动休闲消费需求 13 3.1.4 针对各年龄层运动休闲消费特点，挖掘各年龄层消费能力 14 3.1.5 积极引导女性运动休闲消费，加强男性运动休闲消费需求 15 3.1.6 加大中西部地区开发强度，东部带动中西部地区经济发展 16 4. 应用研究 17 4.1 掌握经济收入对消费者的影响 17 4.2 了解性别差异对消费者的影响 18 4.3 分析年龄层次对消费者的影响 18 4.4 运用文化环境对消费者的影响 19 5. 结论. 20 参考文献 21 致谢 22  绪论 1.1 研究的方法和意义 随着社会的发展，科技的进步，