西安市瑜伽馆会员流失的原因及对策分析

发布时间：2018-01-13 21:17

本文关键词：西安市瑜伽馆会员流失的原因及对策分析　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：瑜伽属于哲学也是一种健身方式,以其独特的冥想、体式练习和大休息三位一体,深入当代生活,已成为缓解压力、雕塑、调节身心平衡的最常用方法之一,也是一种非常时尚的休闲体育活动。市场的供求、人们的需求,促使国内各大中型城市的瑜伽馆雀跃而起,瑜伽逐渐成为一种全球性的休闲经济模式。作为近年来休闲体育服务业的一种典型形式,西安瑜伽发展迅速,但在数量、质量上也带来了自身发展的一些问题,大多数的瑜伽馆经营处于微利或亏本的状态。高质量的会员较少,会员流失率高是困扰许多瑜伽馆的一个重大发展问题。在确定了研究方向后,本文以西安市千水莲瑜伽小寨馆、西安三摩地瑜伽会馆、西安韵悦瑜伽会馆、西安庆艳瑜伽会馆、西安娅玛瑜伽会馆5所西安有代表性的瑜伽馆及会员为研究对象。通过文献资料法梳理查找了与本文有关的研究,结合访谈法及前人的研究成果和西安瑜伽馆情况进行大量的分析研究,拟定《西安市瑜伽馆会员流失的原因及对策分析的调查问卷》并对问卷进行信度、效度检验;运用Spss和excel等数理统计法方法,对流失的信息进行细致的分析、归纳、总结。基于研究调查结果,发现西安市瑜伽馆会员流失的原因有以下几方面:客观原因:搬家、怀孕、换工作。主观原因包括1.老师课程质量不高、会员得不到效果、感情得不到照顾;2.瑜伽馆空间狭小无法保证服务质量;3.卡价过高、成交价参差不齐;4.馆内外部环境差、课程设置单调乏味;此外还有老师离职、不重视投诉与建议、馆内组织的会员活动较少等。并有针对性给出建议和对策:1.提高瑜伽馆核心的竞争力即老师课程质量和专业技能,保证会员得到效果,得到成长,从客观上和主观上减少会员的流失;2.充分利用有限的空间增加课程或者适时推出特色卡种或者挖掘高质量的会员及时对会员及时引流保证会员能够享受到有质量的服务;3.采取符合自身发展的定价策略,避免价格战且固定成交价格;4.改善内部卫生环境包括及时更换教学复制设施;5.增加老师收入,培养老师的职业道德和人文素养,减少老师的流失,及时处理会员的投诉与建议,常组织会员感恩回馈活动和户外瑜伽活动不断刺激会员重复消费,增加会员与会员、会员与会馆的感情粘合度。以期帮助现有的瑜伽馆减少会员流失率,从而实现利益最大化和持续竞争力。
[Abstract]:Yoga belongs to philosophy is also a kind of fitness method, with its unique meditation, asana practice and great rest trinity, deep into contemporary life, has become one of the most commonly used methods to relieve pressure, sculpture, and adjust the balance of body and mind. Is also a very fashionable leisure sports activities. The supply and demand of the market, people's demand, promote the domestic large and medium-sized cities of Yoga jumping up. Yoga has gradually become a global leisure economic model. As a typical form of leisure sports service in recent years, Xi'an Yoga has developed rapidly, but in terms of quantity and quality, it has also brought some problems of its own development. Most Yoga management is in the state of little profit or loss. The high quality members and the high loss rate of members is a major development problem that puzzles many Yoga. After determining the research direction. This article takes Xi'an Qianshui Lotus Yoga Xiaozhai Pavilion, Xi'an Samadhi Yoga Club, Xi'an Yoga Yoga Yoga Hall, Xi'an Qingyan Yoga Hall. Xi'an Yama Yoga Club five representative Yoga Yoga in Xi'an and its members as the research object. Through the method of literature combing to find the research related to this article. Combined with the interview method and previous research results and Xi'an Yoga to conduct a large number of analysis of the situation, draw up "Xi'an Yoga Yoga loss of the reasons and countermeasures to analyze the questionnaire" and the reliability of the questionnaire. Validity test; By using the methods of mathematical statistics such as Spss and excel, this paper makes a detailed analysis, induction and summary of the lost information, which is based on the results of the investigation. The reasons for the loss of Yoga members in Xi'an City are as follows: objective reasons: moving, pregnancy, changing jobs. Subjective reasons include: 1.The quality of teachers' courses is not high, members can not get results, feelings can not be taken care of; 2.The small space of Yoga can not guarantee the service quality; 3.The card price is too high, the transaction price is not uniform; 4. The environment inside and outside the library is poor, and the curriculum is monotonous; In addition, there are teachers quit, do not pay attention to complaints and suggestions, fewer member activities organized in the library, and give specific suggestions and countermeasures. 1. Improve the core competitiveness of Yoga, that is, teachers' curriculum quality and professional skills. Ensure that members get results, grow up, objectively and subjectively reduce the loss of members; 2. Make full use of the limited space to increase the course or timely launch the characteristic card or excavate the high quality member timely drainage to the member to ensure that the member can enjoy the quality service; 3. Adopt the pricing strategy in accordance with its own development, avoid price war and fix the transaction price; 4. Improving the internal health environment, including the timely replacement of teaching reproduction facilities; 5. Increase teachers' income, cultivate teachers' professional ethics and humanistic qualities, reduce the loss of teachers, and deal with the complaints and suggestions of members in time. The regular organization members Thanksgiving feedback activities and outdoor yoga activities constantly stimulate the repeated consumption of members, increase the emotional cohesion between members and members, members and the club, in order to help the existing Yoga to reduce the wastage rate of members. In order to achieve maximum benefits and sustainable competitiveness.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G831.3

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