长医健身俱乐部营销策略研究

发布时间：2018-04-10 13:45

本文选题：营销策略 + 长医健身俱乐部　；参考：《湘潭大学》2016年硕士论文

【摘要】：21世纪以来,随着我国经济社会的快速发展,我国商业健身俱乐部以及人们对健康健美的需求已经从无到有,通过各种多元化的方式遍布到各大中小城市,成为我国体育产业发展的重要支柱,成为我国经济服务业的重要组成部分和绿色可持续发展的产业经济之一。但是与其他发达国家相比,我国的商业健身发展仍处于摸索阶段,在其营销管理中依然存在着种种不足,比如市场定位模糊、对消费者群体不够了解、市场竞争态势恶劣、行业水平分布不均、产品形式单调、配套设施不完善、大型规模项目产品缺乏、需求与价格不对称、服务水平较低、促销手段缺乏多样性和持久性、俱乐部选址不合理等问题。这些都是制约我国商业健身俱乐部健康、平稳、快速、可持续经营的主要因素。目前,消费者行为已渐渐成为决定商品营销销售的重要因素,究其原因,第一,商品销售的根本目的在于满足消费者的需求;第二,以消费者行为特征为基础的市场营销策略更易于在市场竞争中胜出。因此,在竞争日益激烈的健身大市场环境中,如何从消费者行为和需求出发,加大营销现状的分析,市场的评定、细分和定位,合理完善的设计营销策略,有着特别重要的实际意义和研究价值。本文运用文献资料法、访谈法、个案研究法、数据分析、逻辑分析法,阐述了长医健身俱乐部的会员状况和经营现状。通过消费者的视角对长医健身俱乐部的发展历程、市场环境、企业现状、市场定位等进行全面分析,归纳出消费者在消费过程中,不断变化的行为特点和消费观念,找到当前影响健身市场营销开展的主要问题,找出影响健身消费者行为的诸多因素。从消费者视角出发,提出长医健身俱乐部需要采取的新对策,在健身产品方面,加强长医的品牌建设和营销,对健身课程和产品进行创新设计,推行健身产品差异化的策略,避免同质化竞争;在健身产品价格方面,运用市场化的定价策略,结合消费者心理的特点进行定价;在健身产品的渠道建设方面,选取以传统营销渠道为主,新型营销渠道为辅的方式,结合线上线下的双路径,建设直达消费者的营销渠道;在健身产品的促销方面,培养专业化的销售人士,综合运用体验促销和广告促销的策略。以人员、有型展示和服务过程策略作为补充,保障长医健身俱乐部完善的营销策略能高效、稳定、可持续的发挥引领健身产品营销活动的功能。
[Abstract]:Since the 21st century, with the rapid development of our country's economy and society, our country's commercial fitness club and people's demand for health and bodybuilding have gone from nothing to exist, and have spread to all the large, medium and small cities through a variety of ways.It has become an important pillar of the development of sports industry in our country, an important component of our economic service industry and one of the industry economy of green sustainable development.However, compared with other developed countries, the development of our country's commercial fitness is still in the groping stage, and there are still some shortcomings in its marketing management, such as vague market positioning, lack of understanding of consumer groups, and bad market competition situation.The distribution of industry level is uneven, the form of products is monotonous, the supporting facilities are not perfect, the products of large-scale projects are lacking, the demand and price are asymmetrical, the service level is low, the promotion means are lack of diversity and persistence, the club location is unreasonable and so on.These are the main factors restricting the healthy, steady, fast and sustainable operation of commercial fitness clubs in China.At present, consumer behavior has gradually become an important factor in determining the marketing and sales of commodities. First, the fundamental purpose of commodity sales is to meet the needs of consumers; second,Based on the characteristics of consumer behavior, the marketing strategy is more likely to win in the market competition.Therefore, in the increasingly competitive fitness market environment, how to proceed from consumer behavior and demand, increase the analysis of marketing status, market evaluation, segmentation and positioning, reasonable design and marketing strategy,Has the special important practical significance and the research value.Based on the methods of literature, interview, case study, data analysis and logic analysis, this paper expounds the membership status and management status of long Medical Fitness Club.Through the comprehensive analysis of the development course, market environment, enterprise present situation and market orientation of Changyi fitness club from the perspective of consumers, this paper concludes the changing behavior characteristics and consumption concept of consumers in the process of consumption.To find out the main problems that affect the development of fitness marketing, and find out many factors that affect the behavior of fitness consumers.From the perspective of consumers, this paper puts forward some new countermeasures to be taken by long medical fitness clubs. In the aspect of fitness products, we should strengthen the brand construction and marketing of long medical practitioners, carry out innovative design of fitness courses and products, and promote the strategy of differentiation of fitness products.Avoid homogenization competition; use market-oriented pricing strategy, combined with the characteristics of consumer psychology to price fitness products; in the construction of channels for fitness products, select the traditional marketing channels,The new way of marketing channel is supplemented by both the online and offline ways to build up the direct marketing channel for consumers; in the aspect of promotion of fitness products, we should train professional salespeople and use the tactics of experience promotion and advertising promotion synthetically.With personnel, stylized display and service process strategy as the supplement, the perfect marketing strategy of Changyi fitness club can be effective, stable and sustainable to play the function of leading the marketing activities of fitness products.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;G812.1

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