2016年成都市商业健身俱乐部消费人群健身目标定位的调查研究

发布时间：2018-01-22 02:49

本文关键词： 成都市商业健身俱乐部消费人群健身目标定位　出处：《四川师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：成都是四川省的省会城市,是西部重要的经济中心,近年来在政策的导向下商业健身俱乐部也快速发展,俱乐部数量持续增长。但与东部地区特别是北京、上海等地区相比,商业健身俱乐部的经营质量还有很大差距,特别是在营销环节和服务环节做得比较脱轨。了解消费者的健身动机及消费需求,科学进行市场细分,改善并提高服务质量,提高消费者对俱乐部的满意度,是当前及未来相当长一段时间内成都市商业健身俱乐部面临的共同问题。本研究采用文献资料法、专家访谈法、调查问卷法、数理统计法和逻辑分析法等研究方法,通过对成都市4个等级、8家商业健身俱乐部531名消费者的系统调查,了解成都市商业健身俱乐部不同性别、不同年龄、不同职业等的健身人群的健身目标,了解不同消费群体健身目标的差异。在此基础上,以消费者需求为导向,对成都市商业健身俱乐部的发展经营策略以及未来的发展趋势走向提供建设性的建议,使成都市健身产业得到升级。研究有助于丰富商业健身俱乐部消费者方面的理论研究体系,同时能帮助商业健身俱乐部更加清晰的了解消费者需求,对于商业健身俱乐部因地制宜的进行销售以及挖掘潜在客户具有积极作用,提高俱乐部的销售质量,对于促进成都市商业健身俱乐部及整个健身产业的良性发展也有一定的现实意义。通过研究,得到如下基本结论:1、2016年成都市商业健身俱乐部的消费者女性多于男性,主要集中在19-35岁的中青年,职业主要是公务人员、教师、个体人员和管理人员,学历主要集中在大专或本科,月收入以2791-8000元为主,每周健身以3-4次为主。2、2016年成都市商业健身俱乐部的消费需求呈现出显著的多样性、差异性和发展性特征,健身目标定位主要集中在强身健体、愉悦身心、提高技能、改善形体、健身喜好、减肥及促进交际等方面。3、在2016年成都市商业健身俱乐部的消费群体中,不同性别、年龄、职业、学历及不同收入情况的消费群体健身目标定位有一定差异。在性别方面,女性消费群体更加重视通过体育锻炼来塑造美好的形体,达到减肥目的,男性更多的希望通过体育锻炼来愉悦身心;在年龄方面,年轻消费群体选择健身喜好、提高技能的比例较高,而其余三个年龄阶段为了愉悦身心的比例较高,同时在强身健体这一比例的选择上明显要高于年轻群体;在职业方面,强身健体是工人的主要锻炼动机,管理人员和教师等在减肥目标的选择上比例明显高于其他职业的消费群体,公务员选择到健身俱乐部愉悦身心的比例较高,而个体选择促进交际的比例明显高于其他职业,学生在健身爱好、提高技能的选择上明显高于其他职业的消费群体;在学历、收入方面,学历越高、收入水平越高的消费群体其健身目标约多样化,低学历、低收入群体更重视体育锻炼的本体功能。建议成都市商业健身俱乐部在健身器材的设置,健身教练的安排方面,可以有针对性的采取有效的调整,当然各个城市的人员结构不同,健身房的周边环境也大不相同,有时候倾听消费者的需求才是最好的营销策略。
[Abstract]:Chengdu is the capital city of Sichuan Province, is an important economic center in the west, in recent years in the policy under the guidance of the commercial fitness club has developed quickly. The club continued growth in the number. But the eastern area and especially in Beijing, compared with Shanghai and other regions, the Commercial Fitness Club, there is a great gap between the camp quality, especially did a derailment in the marketing and service sectors. To understand consumer fitness motivation and consumer demand, scientific market segmentation, and improve service quality, improve customer satisfaction for the club, is a common problem for current and future for a long period of time of Commercial Fitness clubs in Chengdu. This study used the method of literature, expert interviews the research method, questionnaire method, mathematical statistics and logical analysis, through 4 levels of Chengdu City, 8 Commercial Fitness Clubs of 531 consumers. The investigation and understanding of Chengdu City Commercial Fitness Club of different gender, different age, different occupation and fitness crowd fitness goals, to understand the difference between different consumer groups fitness goals. On this basis, to consumer demand, the development strategy of Chengdu City Commercial Fitness Club and the development trend in the future to provide constructive make recommendations, the fitness industry in Chengdu city has been upgraded. The research is helpful to enrich the Commercial Fitness Club consumer theory research system, at the same time can help the Commercial Fitness Club consumer demand solutions more clearly, for the Commercial Fitness Club local sales and mining potential customers have a positive effect, improve the quality of the club sales, also have a certain the practical significance for the promotion of the healthy development of Chengdu City Commercial Fitness Club and the fitness industry through. Research conclusions are as follows: 12016 years of Chengdu City Commercial Fitness Club consumer more women than men, mainly concentrated in the 19-35 years old. The main occupation is civil servants, teachers, individual and management personnel, mainly concentrated in the college or university degree, monthly income in 2791-8000 yuan, mainly to 3-4 times weekly fitness commercial fitness clubs in Chengdu city.22016 years of consumer demand showing significant diversity, difference and development characteristics, positioning focused fitness goals in physical fitness, mental and physical pleasure, enhance skills, improve physical fitness, diet preferences, and promote the communication and other aspects of.3, in 2016 Chengdu City Commercial Fitness Club consumer groups in different gender, age, occupation, education and fitness consumer groups targeting different income have some differences. In terms of gender, female consumers pay more attention to. After exercise to create a beautiful body, achieve the purpose of weight loss, more men hope through physical exercise to mental and physical pleasure; in terms of age, young consumer groups choose fitness preferences, improve the skills of the higher proportion, while the remaining three age stages for pleasure at the same time the higher proportion of the proportion in physical fitness selection significantly higher than the young group; in the occupation, physical fitness is the main motivation of workers, managers and teachers in the choice of target weight ratio was significantly higher than other occupation of the consumer groups, public servants choose to fitness club pleasure higher proportion and individual choice to promote communication ratio was significantly higher than other occupation. The students in the fitness hobbies, improve the skills of the choice of occupation was significantly higher than that of other consumer groups; in education, income, higher education, higher income levels Consumer groups the fitness goals about diversification, low education, low income groups pay more attention to the body function of physical exercise. Suggestions for Chengdu City Commercial Fitness Club in the fitness equipment settings, fitness coach arrangement, can be targeted to take effective adjustment of personnel structure of each city is different, the surrounding environment is also a gym not the same, sometimes listening to the needs of consumers is the best marketing strategy.

【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.17

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