H公司健身设备山东市场营销策略优化研究

发布时间：2018-04-21 23:21

本文选题：营销环境分析 + 营销组合　；参考：《兰州理工大学》2017年硕士论文

【摘要】：随着我国居民可支配收入增多,消费水平提高,以及消费观念的转变,人们更加讲究生活质量,看重身体素质提升以及形体塑造,加之国家对于国民体育健身运动的重视和支持,越来越多的人出于各种原因对体育健身产生需求,健身行业从业者数量上升,家庭和商业对体育健身设备的需求均不断上升,健身设备市场表现出良好发展势头。在这种背景之下,本文将以现代营销理论为基础,将H公司健身设备作为研究对象,通过营销策略优化研究寻求增强其市场竞争力的有效方法。本文进行了H公司健身设备山东市场营销策略优化的研究,首先阐述进行健身设备营销研究的研究背景、研究意义及研究方法,对健身设备市场营销相关概念进行界定;接着详细分析H公司健身设备市场营销发展现状,进行营销问题诊断;再针对H公司山东市场进行营销环境分析,了解其所处宏观环境及微观环境,并对家用、商用、户外三个主要目标客户需求进行分析,运用SWOT分析综合考虑得出H公司健身设备山东市场营销发展的优势和劣势、机会和威胁,并提出相应对策;之后根据市场营销组合理论从产品、价格、渠道和促销四个方面对H公司进行山东市场的营销策略的分析与优化;最后对H公司健身设备山东市场营销策略的具体实施提出合理的可操作性建议。
[Abstract]:With the increase of disposable income, the improvement of consumption level and the change of consumption concept, people pay more attention to the quality of life, the improvement of physical quality and the shaping of body. In addition, the state attaches importance and support to the national sports fitness campaign, more and more people have a demand for sports fitness for a variety of reasons, the number of practitioners in the fitness industry has increased, and the family and business demand for sports fitness equipment has been rising. Fitness equipment market shows a good momentum of development. Under this background, based on the modern marketing theory, this paper will take the fitness equipment of H Company as the research object, and seek an effective method to enhance its market competitiveness through the research of marketing strategy optimization. This paper carries on the research on the optimization of the marketing strategy of the fitness equipment in Shandong of H Company. Firstly, the research background, significance and research method of the research on the marketing of the fitness equipment are expounded, and the related concepts of the marketing of the fitness equipment are defined. Then it analyzes the current situation of H company's fitness equipment marketing in detail, diagnoses the marketing problems, and then analyzes the marketing environment of H company's Shandong market to understand its macro and micro environment, and to the domestic, commercial, The outdoor three main target customers' needs are analyzed, and the advantages and disadvantages, opportunities and threats of Shandong's fitness equipment marketing development of H company are obtained by using SWOT analysis, and the corresponding countermeasures are put forward. Then according to the theory of marketing combination, the author analyzes and optimizes the marketing strategy of H company from four aspects: product, price, channel and promotion. Finally, the author puts forward reasonable operable suggestions to implement the marketing strategy of H company's fitness equipment in Shandong province.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426

【参考文献】