A Study Of Market Segmentation Of The Chinese Sports Consumption Market Based On Self-Concept Structure

With the pounding and driving of the ripe sports industry in western developed countries, the sports industry in China has been of professionalization and commercialization step by step, and the sports consumption market has been taking shape and being on the way to maturation. Advanced marketing conceptions such as matches marketing, sponsorship marketing, sports star marketing, experience marketing have been adopted by the sports enterprises in the practice field. After segmenting the consumer market on the base of understanding the consumers' deep psychology needs thoroughly, these marketing strategies and tactics can be carried out effectively. Obviously, the traditional geographics and Demographics segmentation have fallen far behind of marketing practices, and could not help devising marketing strategies and tactics exactly. Sports research academic circles earnestly hope for some kind of segmentation model according to consumers' deep psychology need.This paper seeks to structure a new kind of segmentation model of sports consumption market from the perspective of self-concept structure. Based on the former researchers' outcome, this thesis applies the...