休閑營銷研究.pdf

1、山西財(cái)經(jīng)大學(xué)碩士學(xué)位論文休閑營銷研究姓名：蘇徐申請學(xué)位級別：碩士專業(yè)：產(chǎn)業(yè)經(jīng)濟(jì)指導(dǎo)教師：呂春成2002.5.25Abstract：AnimportantsocialphenomenoninmodemsocietyisthatpeoplehavemoreleisuretimeandtheactivitiesintheirleisuretimearebecomingmoreandmoreabundantandcolorfulIt’Sconc

2、emedbysociety。andtheleisureactivitiesareinfluencingtlesociallifeNotonlyitiSatalkingtopic，butalSOthedevelopmentoftheleisuremarketandthemarketingofthe1eisureenterprisearebeingresearchedextensivelyanddeeplyRefertotheleisure

3、economymadebytheleisurephenomenaappearedinoureconomiclife，illthePaper，theauthordiscussesthe1eisureissuefrommarketingangleonthebasisoftheeconomictheoryandputsforwardanewmarketingviewpointThepaperisdividedintothreepartsITh

4、eauthoranalyzestheleisureconceptanddrawaconclusionabouttheleisureutilityandtype，definitelypointoutthattheleisuremarketingisabranchof也emarketingsubject，therelationbetweenthemisthatbetweenpartandwholeIInlestructureofthelei

5、suremarketingTheauthorputsforwardsthecombinedtacticsoftheleisuremarketingtheyarecalled4Psonthebasisoftheanalysisoftheleisureproducttacticemphasizedonitsspecialbrandanditsculturalandarttaste；Thepricedtacticoftheorientated

6、demandisthemostoftenusedbytheleisureenterprise；Thedirectchannel，themembersystem，andthechainoperationareusedintheleisuremarketingchannels；ThepromotingsaleisthelubricatingoilofthesystemofcirculationabouttheleisureproductII

7、IThepresentsituationandprospectsoftheleisuremarketingofOurcountrythecontentincludesthreerespects：(1)AtpresentOUrleisuremarketisflourishing，theleisuresupplyisdeveloping(2)Theexistingproblems：thepublicleisuresupplyisdeclin

8、ingfornoenoughmoney：thesocialleisureorganizationsneglectthesocialbenefitinOrdertomakeaprofit，eventheymakethesourcewastebecauseofthesourcedevelopmentinblindBesidestllespecializemediaorganizationofmarketinghaven’tbeendevel

9、opedetcThereasonsareasfollows：theleisuredemandiSrestrictedbytheconsumerincomelevelandtheconsumerconcept，thepublicsupplyisn’tenough，andthemarketsupplyismonotonytheleisuremarketmanagementispoorf3)Theseveralproposalspromoti

10、ngOurleisuremarketdevelopmentFirsttosufficientlyrecognizethestatusandfimctionoftheleisuremarketingintheconstructionofthesocialismspiritcivilizationSecondtoimprovetheleisuresupplyandtheleisuremarketinginruralareaThird，toi

11、nllkethemarketingpolicyasfollow：Toenhancethetheoryresearchoftheleisureeconomyandtheleisuremarketing；Tosetupthesystemofvacationwithsalaryassoonaspossible；Tostrongthenthelegalsystem；Teformdeeplyandtoincreasetheleisuresuppl