北京市篮球培训机构现状调查及营销策略研究
发布时间:2018-02-27 09:03
本文关键词: 北京市 篮球培训机构 营销方案 依据 出处:《北京体育大学》2017年硕士论文 论文类型:学位论文
【摘要】:近年来,随着人们的个人经济收入的提高,体育消费观和价值观不断增强。需要多种方式和渠道来满足当下不断增长的文化需求,体育娱乐成为首选。鉴于此,在全国兴起以传授技能为主的体育培训业,不同形式的体育培训机构相继出现。一些个人或单位开始涉足体育市场,主要项目为游泳、羽毛球和篮球等,在我国体育产业快速发展的过程中体育培训成为了新的增长点。篮球作为三大球之一,其培训在体育培训中占有重要地位。篮球运动至今有一百多年的历史,随着篮球运动在中国的不断普及和发展,该运动的影响力正逐渐渗透到我们生活的方方面面,包括篮球运动装备、器材以及篮球运动的赛事运作,培训和推广都得到了空前的发展。但是也存在一些不可忽视的问题,从北京篮球培训市场来看,北京培训市场不够成熟,培训公司作为培训的中坚力量并未得到充分的发展。由于缺乏科学的市场营销理论和营销技术的引导与支持,目前北京市篮球培训公司的市场营销还处在一种粗放式、重视眼前利益忽视长远考虑的关系营销阶段。总体的体育市场营销水平距离国际知名体育公司还存在相当大的差距。针对以上问题,本研究试通过对北京篮球培训市场以及体育营销行业的特点进行分析研究,结合相关的营销理论,为篮球培训公司寻找合适的营销组合方案,从而使北京篮球培训公司得到持久、快速、稳定的发展。研究中以北京篮球培训公司为研究对象,结合研究者自身的专业特长,为北京篮球培训的发展寻找合适的商业营销组合方案,使其科学快速的发展。为我国篮球培训市场的发展提供一定的理论和实践依据。
[Abstract]:In recent years, with the increase of people's personal income, the concept of sports consumption and values have been strengthened. Sports entertainment is the first choice, which needs a variety of ways and channels to meet the growing cultural needs. In the national sports training industry, which focuses on imparting skills, different forms of sports training institutions have emerged one after another. Some individuals or units have begun to set foot in the sports market. The main items are swimming, badminton, basketball, and so on. In the process of rapid development of sports industry in China, sports training has become a new growth point. As one of the three big balls, basketball training plays an important role in sports training. Basketball has a history of more than 100 years. With the continuous popularization and development of basketball in China, its influence is gradually infiltrating into all aspects of our life, including basketball equipment, equipment and the operation of basketball games. Both training and promotion have experienced unprecedented development. However, there are also some problems that cannot be ignored. From the perspective of the Beijing basketball training market, the training market in Beijing is not mature enough. Training companies as the backbone of training have not been fully developed. Due to the lack of scientific marketing theory and marketing technology guidance and support, at present, the marketing of Beijing Basketball training Company is still in an extensive form. Attach importance to immediate interests and ignore the long-term consideration of the relationship marketing stage. There is still a considerable gap between the overall level of sports marketing and international well-known sports companies. Through the analysis of the characteristics of Beijing basketball training market and sports marketing industry, combining with the relevant marketing theory, this research tries to find a suitable marketing mix for the basketball training company. So that the Beijing Basketball training Company can get a lasting, rapid and stable development. In the research, the research takes the Beijing Basketball training Company as the research object and combines the researchers' own specialties. To find a suitable commercial marketing combination for the development of basketball training in Beijing, to make it develop scientifically and rapidly, and to provide some theoretical and practical basis for the development of basketball training market in China.
【学位授予单位】:北京体育大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:G841
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本文编号:1542016
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