论我国商业健身俱乐部品牌建设

发布时间：2019-03-30 20:54

【摘要】：商业健身俱乐部在我国发展迅猛,至今已经遍布我国大江南北,众多商业健身俱乐部品牌如雨后春笋般破土而出。随着大批国外著名商业健身俱乐部品牌的入侵,在我国境内形成了国外和本土品牌激烈竞争的局面。在这场品牌战争中,我国本土品牌若想在竞争中获得优势,立于不败之地,加强品牌建设无疑具有重要意义。但是我国目前对商业健身俱乐部品牌建设的相关研究很少,关于商业健身俱乐部品牌建设的理论和实证案例几乎属于空白,导致我国商业健身俱乐部品牌建设实践严重缺乏理论指导和案例参考,在一定程度上阻碍和放缓了我国商业健身俱乐部品牌发展壮大的步伐。在此背景下,按照“为什么研究我国商业健身俱乐部品牌建设?什么是我国商业健身俱乐部品牌建设?如何进行我国商业健身俱乐部建设?”的逻辑思维线索,运用文献资料、专家访谈法、问卷调查法、数理统计法、观察法等研究方法,采用理论和实践、整体评价和个案分析相结合的途径,对我国商业健身俱乐部品牌建设进行了较全面深入的研究。阐明商业健身俱乐部品牌建设是指商业健身俱乐部为了追求品牌建设的价值,以商业健身俱乐部主动实施品牌建设工程为起点,在特定的宏观和微观环境条件下,商业健身俱乐部采取一系列的措施,从而在商业健身俱乐部会员(消费者)头脑中形成品牌鲜明形象,创建和发展品牌,累积品牌资产,提高品牌知名度、美誉度和忠诚度,通过商业健身俱乐部会员的筛选,最终使得商业健身俱乐部品牌成长为区域、国家和国际强势品牌的过程。在充分阐述和认识我国商业健身俱乐部品牌建设本质的基础上,分析得出我国商业健身俱乐部品牌建设的经济、法律、社会文化和市场环境已经具备,但是我国商业健身俱乐部品牌效应却差强人意,如我国商业健身俱乐部品牌在市场占有率、国际化程度等方面与国外著名健身品牌存在明显差距,并且品牌忠诚度较低,态度忠诚会员比例较小,尚未走向国际健身市场等。基于此,本文设计了商业健身俱乐部品牌建设的三层管理组织体系,阐述了商业健身俱乐部品牌如何定位、品牌识别系统和产品如何设计,对在信息渠道堵塞下能够保证品牌传播效果的整合营销传播作了整体论述,以及如何进行商业健身俱乐部品牌延伸、品牌保护和品牌建设诊断进行了较全面讨论和归纳。文章最后,对我国商业健身俱乐部品牌建设作了前景展望。
[Abstract]:The commercial fitness club develops rapidly in our country, so far has spread all over our country, many commercial fitness club brands have sprung up like bamboo shoots. With the invasion of a large number of famous foreign brands of commercial fitness clubs, the situation of fierce competition between foreign and local brands has been formed in our country. In this brand war, if Chinese local brands want to gain advantage in competition, it is of great significance to strengthen brand construction. However, there is little research on the brand construction of commercial fitness clubs in China at present, and the theoretical and empirical cases of brand construction of commercial fitness clubs are almost blank. It leads to the serious lack of theoretical guidance and case reference in the practice of building the brand of commercial fitness club in China, which to a certain extent hinders and slows the pace of the development and expansion of the brand of commercial fitness club in China. In this context, according to "Why do we study the brand construction of commercial fitness clubs in China?" What is our country commercial fitness club brand construction? How to build a commercial fitness club in China? " Logical thinking clues, using literature, expert interviews, questionnaire survey, mathematical statistics, observation and other research methods, using the combination of theory and practice, overall evaluation and case analysis. To our country commercial fitness club brand construction has carried on the more comprehensive and in-depth research. This paper expounds that the brand construction of commercial fitness club refers to the commercial fitness club, in order to pursue the value of brand construction, taking the active implementation of brand construction project as the starting point, under the specific macro and micro environment conditions, Commercial fitness clubs take a series of measures in order to form a bright brand image in the minds of commercial fitness club members (consumers), create and develop brands, accumulate brand equity, and enhance brand awareness, reputation and loyalty. Through the screening of the members of the commercial fitness club, the brand of the commercial fitness club will eventually grow into a strong regional, national and international brand. On the basis of fully expounding and understanding the essence of brand construction of commercial fitness club in China, it is concluded that the economy, law, social culture and market environment of brand construction of commercial fitness club in China have already existed. But the brand effect of commercial fitness club in our country is not satisfactory, for example, the brand of commercial fitness club in our country has obvious gap with foreign famous fitness brand in terms of market share, internationalization degree and so on, and the brand loyalty is low. Attitude loyalty membership ratio is relatively small, has not yet entered the international fitness market and so on. Based on this, this paper designs the three-tier management and organization system of the brand construction of commercial fitness club, expounds how to locate the brand of commercial fitness club, how to design the brand identification system and how to design the product. This paper discusses the integrated marketing communication which can guarantee the effect of brand communication under the blocking of information channels, and how to extend the brand of commercial fitness club, brand protection and brand construction diagnosis are discussed and summarized in an all-round way. Finally, the prospect of brand construction of commercial fitness club in China is prospected.
【学位授予单位】：北京体育大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：G806;F719

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