体育产品引入期营销策略研究

摘要

引入期不仅是产品生命周期的开始,同时也处于技术实践过程的后期阶段,起着承上启下的关键作用。从产品生命周期理论视角强调引入期营销策略的重要性,借助于对技术实践过程的描叙,指出引入期营销策略的优化取决于对技术实践过程的整体性把握,并针对体育产品进行引入期营销策略分析。%Introductory phase is not only the beginning of the product life cycle,but also the later stage during technical practice process which plays a key role in connecting the preceding and the following.This paper emphasizes the importance of marketing strategy in introductory phase from the perspective of product life cycle theory.By describing the technical practice process,it is pointed out that the optimization of marketing strategy in introductory phase depends on the holistic control of technical practice process and the analysis of marketing strategy in introductory phase aimed at sports product.