成都市商业健身俱乐部女性消费群体消费现状与对策研究

发布时间：2018-07-20 13:32

【摘要】：我国的经济飞速发展,人们对于健康的强烈需求也随之体现,根据健身大数据,可以看出商业健身俱乐部的消费人群中,女性只占46%,尽管不如男性,但可以看出已经有越来越多的女性到商业俱乐部进行锻炼。而成都市作为建设中的国家中心城市,体育健身市场发展潜力巨大。本文通过成都市商家健身俱乐部女性消费群体的消费现状分析,找出其中存在的问题,以期对成都市商业健身俱乐部经营管理和相关部门的决策提供参考,更好地促进成都市体育健身市场的发展与繁荣。本文主要运用文献资料法、问卷调查法、专家访谈法、实地考察法、数理统计法对成都市随机挑选的五家商业健身俱乐部的女性消费者群体的消费情况进行调查分析,成都市商业健身俱乐部女性消费群体消费现状:成都市商业健身俱乐部的女性消费者群体年龄主要集中在20-50岁之间;学历层次较高;工作比较稳定;经济收入较高的人群;年均体育消费支出集中在3000-10000元之间,消费水平较高。大多数女性消费者每周健身次数在两次以下,健身年限不足一年。体育消费需要为物质型消费需要;主要是购买健身俱乐部会员卡、健身服饰、健身器材和健身保健品等,精神型消费需要;指在健身中获得的满足感、成就感及运动后精神状态和形体改观等。体育健身消费动机为:追求美的动机;追求健康的动机;社交动机;价格优势动机;个人偏好动机,在体育消费动机作用下产生消费行为。成都市商业健身俱乐部女性消费存在的问题为:年龄较大的女性参与度较低年龄结构过于单一;社交因素的不良影响日益增大;对成都市商业健身俱乐部的总体满意度不高;冲动型消费成为健身俱乐部消费的主要消费模式;女性消费群体每周参与健身次数不足;健身俱乐部消费以新进会员为主,缺乏可持续性。根据成都市商业健身俱乐部女性健身消费存在的问题,提出的主要对策为:针对不同年龄的女性消费群体,采用不同的经营策略及手段;合理地利用新媒体资源来营销健身俱乐部;建立女性消费群体与健身俱乐部双向满意度评价机制;改变销售模式引入体验式服务;建立激励机制引导女性消费群体持续健身;更多的关注老会员,推出优惠方案等。
[Abstract]:China's rapid economic development, people's strong demand for health is also reflected, according to fitness big data, we can see that commercial fitness clubs of the consumer population, women accounted for only 46, although inferior to men, But it can be seen that more and more women have gone to business clubs to exercise. Chengdu as a national center city under construction, sports fitness market development potential is huge. Based on the analysis of the consumption status of the female consumption group of the business fitness club in Chengdu, this paper finds out the existing problems in order to provide a reference for the management of the commercial fitness club and the decision-making of the relevant departments in Chengdu. Better promote the development and prosperity of Chengdu sports fitness market. This article mainly uses the literature method, the questionnaire survey method, the expert interview method, the field investigation method, the mathematical statistics method to carry on the investigation and the analysis to the female consumer group of the five commercial fitness clubs randomly selected in Chengdu. The consumption status of female consumer groups in Chengdu Commercial Fitness Club: the age of female consumers in Chengdu Commercial Fitness Club is mainly between 20 and 50 years old; the education level is higher; the work is relatively stable; the economic income is higher; Annual sports consumption expenditure is concentrated in the range of 3, 000-10, 000 yuan, the level of consumption is high. Most female consumers exercise less than twice a week for less than a year. Sports consumption needs are material consumption needs; it mainly means buying fitness club membership cards, fitness clothing, fitness equipment and fitness products, etc., mental consumption needs; refers to the satisfaction gained in fitness. Sense of achievement and mental state and physical improvement after exercise. Sports body-building consumption motivation is: the pursuit of beauty, the pursuit of health, social motivation, price advantage motivation, personal preference motivation, under the influence of sports consumption motivation to produce consumer behavior. The problems of female consumption in Chengdu Commercial Fitness Club are as follows: the older women's participation is too simple, the negative influence of social factors is increasing, the overall satisfaction of Chengdu Commercial Fitness Club is not high; Impulse consumption has become the main consumption mode of health club consumption; female consumption groups participate in fitness insufficient times per week; health club consumption is mainly new members, lack of sustainability. According to the existing problems of female fitness consumption in Chengdu Commercial Fitness Club, the main countermeasures are as follows: according to different age groups of female consumption, different management strategies and means are adopted; Rational use of new media resources to market fitness clubs; establish a two-way satisfaction evaluation mechanism between female consumer groups and fitness clubs; change the sales model to introduce experiential services; establish incentive mechanisms to guide women consumer groups to continue fitness; More attention to the old members, the introduction of preferential programs and so on.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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