市场细分儿童与老年人滑雪消费群体的意义与建议.pdf

2007 25 1 Journal of Harbin Institute of Physical Education 96 张洪凯 (, 150008) : 自1996 年第3届亚冬会以来我国滑雪产业蓬勃发展,在近 10年的时间里涌现出 不同规模的滑 雪场约180 家,促进 我国滑雪运动的普及和发展但由于总体上我国仍处于培育市场产业化经营的初 级阶段, 因此在管理经营上存在着诸多的问题在市场开发方面,消费群体单 一结构不合理等比较突出 的问题, 阻碍 滑雪市场健康有序的发展儿童与老年人是庞大的滑雪消费群体, 但又往往受到人们的忽 视重视和开发儿童与老年人滑雪群体将对我国的滑雪事业的发展起到巨大的推动作用 : 市场细分;儿童; 老年人; 滑雪;消费群体 The Meanings and Advices of the Market Segmentation of the Skiing Consumption Community of the Children and Elderly ZHANG Hong- kai (Graduate Depart ent in Harbin Instituteof P.E., Harbin 150008, Heilongjiang China) Abstract:Since the 3rd session of Asian Winter Ga es was held successfully, the industry of skiing has obtained un- precedented develop ent in our country. There is to e erge approxi ate 180resorts in nearly 10 years, which pro otes the popularization and the develop ent ofthe skiing in our country. But becausethe industry of skiing isstill inthejun- ior stage of develop ent and cultivation in our country as awhole, there are any proble s in aspects of the anage- ent and operation. As for the exploitation of arketing, there are any re arkable questions, including the si ple consu ption co unity and the unreasonable structure, which hinders thewell- balanced and orderly develop ent of the industry of skiing in our country. The children and the elderly are the huge skiing consu ption co unity, but a-l ways neglected. It will acceleratethe develop ent of the industry of skiing to focus on and exploit the consu ption co - unity of the children and the elderly in our country. Key word: arket seg entation;children;the elderly;sk