温州市东方健身俱乐部体验营销策略调查分析
发布时间：2019-02-23 15:42
【摘要】：文章以温州市东方健身俱乐部12家直营店的潜在顾客为调查对象,并分发到每个直营店50份顾客问卷,共发放问卷600份,采用文献资料法、相关数理统计法、问卷调查法、访谈法及逻辑分析法等多种方法进行研究,对东方健身俱乐部在营销过程中的体验营销策略运用体验营销理论进行调查分析。研究结果显示:1.顾客是健身俱乐部体验营销策略实施的对象,文章对其进行分析调查得知:女性多于男性,体验营销对象的年龄特征在25岁-46岁的人数居多。可见,健身俱乐部对男性潜在顾客以及25岁-46岁范围以外潜在顾客的纳入还有很大的潜力;2.教练员是体验营销策略的实施者,他们的学历、教龄以及经验等对体验营销策略的实施有一定的影响。文章对其研究得知:教练员的年龄趋于年轻化;对健身教练员的整体学历相对较高;教练员的教龄在1-3年内的教龄居多;3.管理人员在体验营销策略的策划中起着举足轻重的作用,文章对其研究得知:男管理人员的人数居多;管理人员的年龄趋于年轻化;管理人员的总体学历一般;管理人员中体育专业及其他专业相对较多,而管理专业相对较少。4.温州市东方健身俱乐部在设计体验营销策略中以尊重、承诺、认知、信任为主题,对顾客的接触点、产品体验、服务、内外部环境进行设计。5.温州市东方健身俱乐部在实施体验营销策略中,从吸引顾客、与顾客互动、保留顾客三个阶段出发,让顾客充分进行参与。6.温州市东方健身俱乐部在评估与分析体验营销策略中,从顾客体验的满意度和东方健身俱乐部的经济效益角度进行分析与评估。其中,在顾客体验的满意度方面,文章借鉴伯德·施密特的理论,把情感、感觉、行动、思考、关联作为评判评判顾客满意度的标准,进行分析得出,顾客的满意度较高,基本上达到了顾客的心理期望值;在俱乐部经济效益方面,东方健身俱乐部通过体验营销策略的实施其经济效益有了很大提高。7.温州市东方健身俱乐部的实施保障有:俱乐部品牌文化建设和经营理念的加强;体验营销制度建设的加强;工作人员服务技能和意识的提升;顾客意见反馈平台的建立。
[Abstract]:In this paper, the potential customers of 12 stores of Dongfang Fitness Club in Wenzhou were investigated, and 50 customer questionnaires were distributed to each shop. A total of 600 questionnaires were distributed. The methods of literature, mathematical statistics and questionnaire survey were used. Interview method and logical analysis method are used to investigate and analyze the experiential marketing strategy of Oriental Fitness Club in the process of marketing using experiential marketing theory. The results show that: 1. The customer is the object of the experience marketing strategy of the fitness club. Through the analysis and investigation of the experience marketing strategy of the fitness club, it is found that the number of women is more than that of the male, and the age characteristics of the experience marketing object are mostly between 25 and 46 years old. This shows that fitness clubs have great potential to include male potential customers and potential customers outside the 25-46 age range; 2. Coaches are implementers of experiential marketing strategy, and their academic background, teaching age and experience have a certain impact on the implementation of experiential marketing strategy. The article found that: the age of coaches tend to be younger; the overall education of fitness coaches is relatively high; the teaching years of coaches in 1-3 years in the majority; 3. Managers play an important role in the planning of experiential marketing strategy. The research shows that the number of male managers is in the majority; the age of managers tends to be younger; Managers of sports and other professions are relatively more, while the management profession is relatively small. 4. 4. Wenzhou Oriental Fitness Club in the design experience marketing strategy to respect, commitment, cognition, trust as the theme, customer contact point, product experience, service, internal and external environment design. 5. In the implementation of experience marketing strategy, Wenzhou Oriental Fitness Club starts from three stages: attracting customers, interacting with customers and retaining customers, so that customers can participate fully. 6. In the evaluation and analysis of experience marketing strategy, Wenzhou Oriental Fitness Club analyzes and evaluates the satisfaction of customer experience and the economic benefits of Oriental Fitness Club from the point of view of customer experience satisfaction and economic benefits of Oriental Fitness Club. Among them, in customer experience satisfaction, the article draws lessons from Byrd Schmidt's theory, takes emotion, feeling, action, thinking and relevance as the criterion to judge customer satisfaction, and concludes that customer satisfaction is higher. Basically reached the customer's psychological expectation value; In terms of economic benefits of the club, the eastern fitness club through the implementation of experience marketing strategy, its economic benefits have been greatly improved. The implementation guarantee of Wenzhou Oriental Fitness Club includes: the construction of club brand culture and management concept; the strengthening of experience marketing system construction; the promotion of staff service skills and consciousness; the establishment of customer feedback platform.
【学位授予单位】：温州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G812.17
本文编号：2428964
[Abstract]:In this paper, the potential customers of 12 stores of Dongfang Fitness Club in Wenzhou were investigated, and 50 customer questionnaires were distributed to each shop. A total of 600 questionnaires were distributed. The methods of literature, mathematical statistics and questionnaire survey were used. Interview method and logical analysis method are used to investigate and analyze the experiential marketing strategy of Oriental Fitness Club in the process of marketing using experiential marketing theory. The results show that: 1. The customer is the object of the experience marketing strategy of the fitness club. Through the analysis and investigation of the experience marketing strategy of the fitness club, it is found that the number of women is more than that of the male, and the age characteristics of the experience marketing object are mostly between 25 and 46 years old. This shows that fitness clubs have great potential to include male potential customers and potential customers outside the 25-46 age range; 2. Coaches are implementers of experiential marketing strategy, and their academic background, teaching age and experience have a certain impact on the implementation of experiential marketing strategy. The article found that: the age of coaches tend to be younger; the overall education of fitness coaches is relatively high; the teaching years of coaches in 1-3 years in the majority; 3. Managers play an important role in the planning of experiential marketing strategy. The research shows that the number of male managers is in the majority; the age of managers tends to be younger; Managers of sports and other professions are relatively more, while the management profession is relatively small. 4. 4. Wenzhou Oriental Fitness Club in the design experience marketing strategy to respect, commitment, cognition, trust as the theme, customer contact point, product experience, service, internal and external environment design. 5. In the implementation of experience marketing strategy, Wenzhou Oriental Fitness Club starts from three stages: attracting customers, interacting with customers and retaining customers, so that customers can participate fully. 6. In the evaluation and analysis of experience marketing strategy, Wenzhou Oriental Fitness Club analyzes and evaluates the satisfaction of customer experience and the economic benefits of Oriental Fitness Club from the point of view of customer experience satisfaction and economic benefits of Oriental Fitness Club. Among them, in customer experience satisfaction, the article draws lessons from Byrd Schmidt's theory, takes emotion, feeling, action, thinking and relevance as the criterion to judge customer satisfaction, and concludes that customer satisfaction is higher. Basically reached the customer's psychological expectation value; In terms of economic benefits of the club, the eastern fitness club through the implementation of experience marketing strategy, its economic benefits have been greatly improved. The implementation guarantee of Wenzhou Oriental Fitness Club includes: the construction of club brand culture and management concept; the strengthening of experience marketing system construction; the promotion of staff service skills and consciousness; the establishment of customer feedback platform.
【学位授予单位】：温州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G812.17
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