Research on the Veblen Effect and Marketing Strategy of China’s Sports Market

DOI

10.2991/hss-26.2016.104How to use a DOI?

Keywords

Veblen effect, China’s sports market, Sports luxuries.

Abstract

In order to study the Veblen effect of china’s sports market and solve the problem of marketing of sports luxuries, law of demand and Veblen conspicuous consumption theory are applied to explain the price of conspicuous consumption and positive relevant disciplines of its demand and analyze the Veblen effect of China’s sports market so as to establish preferences factor model of sports luxuries consumption in china and propose the marketing strategy of sports luxuries. Firstly to analyze the demanding curve of conspicuous commodity and different display of demanding curve of general commodities; then by analyzing the sports luxuries market in china and establishing factor model based on the social-oriented factor, self-orientation factor and commodity brand orientation factor; and finally presents a series of marketing strategy involving in popularizing professional knowledge, utilizing high price, establishing emotional bond and expanding high-end costumed group.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhong Wu
AU  - Xiaoqian Liu
PY  - 2016/01
DA  - 2016/01
TI  - Research on the Veblen Effect and Marketing Strategy of China’s Sports Market
BT  - Proceedings of the 2016 International Conference on Humanities and Social Science
PB  - Atlantis Press
SP  - 615
EP  - 620
SN  - 2352-5398
UR  - https://doi.org/10.2991/hss-26.2016.104
DO  - 10.2991/hss-26.2016.104
ID  - Wu2016/01
ER  -