体验经济时代运动服饰营销的特点及策略分析

摘要

Sports, as the most attractive activity in the 21st centu-ry, has gained so much attention. People can get unique emotion-al experience by taking part in sports events, while sports itself carries the features of experience economy. This paper discussed the characteristics of marketing and experience strategies in sportswear marketing under the background of experience econo-my, hoping to supply a deeper understanding to the brand new e-conomic form-experience economy and the rising marketing mode of sportswear.%体育运动作为21世纪最具有吸引力的活动而备受关注，人们通过体育赛事等可以获得独特的情感体验，体育本身就带有体验经济的特点。本文在体验经济的背景下，探讨体验营销的特点，以及在运动服饰营销中的体验策略，希望通过本文能够对体验经济这种全新的经济形态和运动服饰营销这种新兴的营销模式有一个更深层次的认识。