成都市瑜伽馆的经营与体验营销优化研究

发布时间：2018-05-01 22:08

本文选题：瑜伽 + 经营策略　；参考：《西南交通大学》2016年硕士论文

【摘要】：健身产业目前正处于快速发展时期,无疑中国市场正逐渐成为世界上最大的商业休闲健身市场。全国的健身场馆数量每年在以5%的速度递增,中国健身产业逐渐形成并蓬勃发展,整体的行业规模也在不断增大。随着现代都市人对于健康重视度的提高,同时由于瑜伽这一运动对于人体身心健康的良好功效,瑜伽健身受到越来越多人的亲睐,瑜伽行业也随之逐渐发展。但是由于瑜伽行业并没有发展太长时间,同时缺乏行之有效的经营策略以及成熟的体验营销策略,目前我国瑜伽场馆的经营及发展水平呈现良莠不齐的状态,整个行业还处于初级发展阶段。本文针对成都市目前瑜伽馆发展现状以及在体验营销方面的现状进行实地调查,并将现有瑜伽馆存在的类型进行分类：高端、中高端、中端、以及低端瑜伽馆,对不同类型瑜伽馆的经营以及体验营销现状进行了详细分析及总结；同时针对目前瑜伽馆的练习人群以及瑜伽老师进行了问卷调研及访谈,了解他们的需求及现状。基于以上实地调研以及问卷调研的结果,提出目前成都瑜伽馆发展中,在瑜伽馆经营、瑜伽教练、瑜伽馆客群方面存在的问题与制约因素,通过借鉴一些在经营及体验营销方面做得好的企业案例,提出针对成都瑜伽馆在：品牌及形象体验、场馆规划及氛围营造体验、教练团队、瑜伽馆工作人员、瑜伽平台、瑜伽练习者等方面的建议。
[Abstract]:The fitness industry is in a period of rapid development. Undoubtedly, the Chinese market is becoming the largest commercial leisure fitness market in the world. The number of gymnasiums and gymnasiums in China is increasing at the rate of 5% every year. China's fitness industry has gradually formed and flourished, and the overall scale of the industry is also increasing. With the improvement of modern city people's attention to health, and because of the good effect of yoga on the physical and mental health of human body, yoga fitness has been favored by more and more people, and the yoga industry has developed gradually. However, due to the fact that the yoga industry has not developed for too long, and lacks effective management strategies and mature experience marketing strategies, the management and development level of yoga venues in our country is in a state of mixed good and bad at present. The whole industry is still in the primary stage of development. This article carries on the field investigation to the present situation of the Yoga development and the experience marketing aspect in Chengdu, and carries on the classification to the existing Yoga existence type: the high-end, the middle-end, the middle-end, and the low-end yoga studio, The management and experience marketing of different types of Yoga are analyzed and summarized in detail. At the same time, questionnaires and interviews are conducted for the practice crowd and yoga teachers in Yoga to understand their needs and current situation. Based on the results of the field investigation and questionnaire survey, this paper points out the existing problems and constraints in the development of Chengdu Yoga, in the aspects of Yoga management, yoga instructor, Yoga guest group. By referring to some enterprise cases that have done well in management and experience marketing, this paper puts forward some suggestions for Chengdu Yoga: brand and image experience, venue planning and atmosphere building experience, coaching team, Yoga staff, Yoga platform, etc. Advice on yoga practitioners, etc.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F719;F715.5

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