用4P和4C理论分析济南市青少年游泳培训现状及营销策略

发布时间：2018-06-21 21:59

本文选题：4P理论 + 4C理论　；参考：《山东大学》2013年硕士论文

【摘要】：近年来,济南市经济持续发展,人民生活水平不断提高,社会经济快速发展,加上全民健身计划纲要的全面实施,08年奥运会举办的体育热潮和09年全运会的成功申办,泉城人民群众在基本生存需要得到满足的同时更追求多层次、多形式的个性化体育消费,为体育消费市场提供了很大的发展空间。在所有的体育消费中,游泳消费的投资占到很大的比例,同时,青少年参加游泳培训也在逐渐的火热起来。游泳培训的消费占到很重要的位置。但济南市游泳培训还处于不成熟阶段,培训机构本身还存在着各方面的缺陷,教练员的质量也不能得到保障,这就使得消费者对培训机构不满意,济南市游泳培训机构也不能如愿的招收学员,同时因为消费者在一定程度上的不足也不能实现培训机构和消费者本身的利益最大化。培训机构、消费者两者是相互联系的。本文通过问卷调查法,文献资料法,专家访谈法,数理统计法等对济南市26家场所暑期游泳培训情况进行了调查,根据4P和4C理论中各因素所对应的培训机构和消费者两者的现状进行分析,研究两者的基本现状,了解济南市青少年游泳培训的基本现状并分析其中的不足和原因,提出相应的可行性建议。根据4P营销理论和4C营销理论各因素的对应关系,在培训机构和消费者现状分析的基础之上,按用4C来思考,用4P来行动的宗旨,弥补青少年游泳培训营销理论中忽视消费者重要性的不足之处,尽可能满足消费者的需要。同时,在消费者大众多样性的需求市场下,弥补营销理论中重视消费者导向,忽视培训机构竞争导向和利益导向的缺陷,达到培训机构既赢得消费者又长期拥有客户关系的状态,在实现4P营销策略组合和4C营销策略组合在一定程度上的平衡的条件下,针对培训机构本身和消费者两方面存在的不足和缺陷,对应相应的4P和4C中各因素,提出适合济南市青少年游泳培训的营销策略,实现消费者和培训机构利益最大化,为济南市青少年游泳培训工作可持续发展提供相应的对策和方法。
[Abstract]:In recent years, with the sustained development of Jinan's economy, the continuous improvement of people's living standards, the rapid development of social economy, and the comprehensive implementation of the outline of the National Fitness Program, the sports boom held at the 2008 Olympic Games and the successful bid for the 2009 National Games have been successful. At the same time, the people of Quancheng are pursuing multi-level and multi-form individualized sports consumption, which provides a great space for the development of sports consumption market. In all sports consumption, the investment of swimming consumption accounts for a large proportion, at the same time, young people to participate in swimming training is gradually hot. The expense of swimming training occupies a very important position. However, the swimming training in Jinan is still in an immature stage, and the training institutions themselves still have defects in all aspects, and the quality of coaches cannot be guaranteed, which makes consumers dissatisfied with the training institutions. Jinan swimming training institutions can not recruit students as desired, but also because of the lack of consumers in a certain extent can not achieve the maximum benefit of training institutions and consumers themselves. Training institutions and consumers are interlinked. This paper investigates the summer swimming training in 26 places in Jinan by means of questionnaire survey, literature review, expert interview, mathematical statistics and so on. Based on the analysis of the current situation of training institutions and consumers in 4P and 4C theory, this paper studies the basic status of both, understands the basic status of juvenile swimming training in Jinan, and analyzes the shortcomings and reasons. Put forward the corresponding feasibility suggestion. According to the corresponding relationship between 4P marketing theory and 4C marketing theory, on the basis of analyzing the current situation of training institutions and consumers, according to the purpose of using 4C to think, 4p to act, To make up for the deficiency of neglecting the importance of consumers in the marketing theory of juvenile swimming training, and to meet the needs of consumers as much as possible. At the same time, under the diverse demand market of consumers, we should make up for the defects of the marketing theory that attaches importance to the consumer orientation, neglects the competition orientation and the benefit orientation of the training institutions. Under the condition that the training organization not only wins the consumer but also has the customer relationship for a long time, under the condition that the 4P marketing strategy combination and the 4C marketing strategy combination are balanced to a certain extent, Aiming at the shortcomings and defects of the training institutions themselves and consumers, corresponding to the corresponding factors of 4P and 4C, this paper puts forward the marketing strategies suitable for juvenile swimming training in Jinan, so as to maximize the benefits of consumers and training institutions. To provide the corresponding countermeasures and methods for the sustainable development of juvenile swimming training in Jinan.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G861.1

【参考文献】