T舞蹈工作室的网络营销现状研究

发布时间：2018-01-28 05:13

本文关键词： 舞蹈工作室网络营销消费　出处：《南京体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,舞蹈工作室的发展日新月异。而舞蹈工作室作为休闲体育服务业的一种典型形态,其迅猛的发展只体现在数量上。就质量而言,大多数的舞蹈工作室运营处于不规范或形式单一的状态。原因归结于,舞蹈工作室经营者多为舞蹈老师,他们的专业在于教课授课,对于舞蹈工作室的管理、营销却鲜少涉及。现下产品、服务过剩,传统行业遭遇互联网的冲击,互联网经济时代下的舞蹈工作室营销成本低、服务小众化等问题,运用网络营销方式能有效的帮助舞蹈工作室在同产业份额中获得大比重。为满足舞蹈服务行业快速发展的需求,对舞蹈工作室网络营销问题的探讨具有重要的现实意义。论文以南京市T舞蹈工作室为研究对象,目前该工作室的中端市场定位已十分明确,属于南京市江宁区最佳舞蹈工作室之一,但运营形式仍处于单一的状态。本文从学员消费心理入手,通过对学员基本信息、消费行为特征、消费态度特征、对课程内容满意程度的调查,根据分析结果得出,在网络运营的过程中以精准营销策略、整合营销策略、思想领袖营销策略、社会化媒体营销策略以及同城区域营销策略的网络营销策略组合。希望通过以上措施,帮助T舞蹈工作室实现进一步的盈利,成为南京市舞蹈服务业的佼佼者。同时,也为其它类似服务型企业提供借鉴。
[Abstract]:In recent years, dance studio development is changing with each passing day. As a typical form of leisure sports service industry, dance studio has been developing rapidly in quantity. As far as quality is concerned. Most of the dance studio operations in a non-standard or a single state. The reason is that dance studio operators are mostly dance teachers, their major lies in teaching, dance studio management. Marketing is rarely involved. Now products, service surplus, traditional industries encounter the impact of the Internet, the Internet era dance studio marketing costs are low, service niche and other issues. The use of online marketing can effectively help dance studios in the same industry share to obtain a large proportion. In order to meet the rapid development of dance service industry needs. It is of great practical significance to discuss the network marketing of dance studio. This paper takes Nanjing T dance studio as the research object, and the market position of this studio is very clear at present. It belongs to one of the best dance studios in Jiangning District of Nanjing, but the operation form is still in a single state. This article starts with the students' consumer psychology, through the basic information, consumer behavior characteristics, consumer attitude characteristics. According to the analysis of the content of the content of the investigation, according to the results, in the process of network operation with precision marketing strategy, integrated marketing strategy, thought leader marketing strategy. The social media marketing strategy and the network marketing strategy combination of the same city regional marketing strategy. Hope through the above measures, help T dance studio to achieve further profit. To become the leader of dance service industry in Nanjing. At the same time, to provide reference for other similar service enterprises.
【学位授予单位】：南京体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J792

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