湖北省体育舞蹈培训机构培训课程的定位与营销

发布时间：2018-10-23 13:26

【摘要】：体育舞蹈作为体育产业中的一部分,从20世纪80年代进入我国到现在已有30多年,在全国各地正迅速的发展起来,根据体育总局联合会的调查,目前全国体育舞蹈的参与人群达3000万左右,说明我国有很好的体育舞蹈群众基础。在湖北省体育舞蹈也有较好的群众基础,全省各市的体育舞蹈培训机构不断涌现,体育舞蹈已经成为人们运动健身和培养特长最好的选择之一。但是,湖北省内体育舞蹈培训机构众多,开设的培训课程相似,课程名称统称为:拉丁舞、标准舞,名称设定缺乏多样性、培训课程缺乏特色,加之教师流动性大、营销效果不佳、培训市场混乱等情况的日益凸显,导致消费者在培训课程相似的体育舞蹈培训机构中会优先选择交通便利或朋友推荐的培训机构参加体育舞蹈培训课程,加上教师的流动致使消费者流失,营销推广没起到作用,培训市场的低价竞争等的现象出现,影响了体育舞蹈培训市场的良性发展。为了更多更好的满足人们对体育舞蹈的需求,本文对湖北省八个地区的体育舞蹈培训机构的培训课程进行了调查,再通过定位和营销理论对市场进行细分,根据不同的地理位置情况;年龄、性别、职业、收入、教育、家庭规模、家庭生命周期;以及体育舞蹈中每支舞的风格特点;还有消费者想从培训课程中获得的效果的不同划分为多个目标群体,通过差异性营销推广和宣传体育舞蹈培训机构培训课程等方面进行分析,针对不同需求制定出能够满足消费者的培训课程和服务。将消费者需求和培训机构的自身优势相结合进行定位,开设适应消费者需求的体育舞蹈培训课程,以满足消费市场。再通过建立口碑效应和互联网营销,提高培训教学质量和培训机构服务来获得消费者的好评,从而逐渐扩大消费群体,推动湖北省体育舞蹈培训产业化发展。
[Abstract]:As a part of the sports industry, it has been more than 30 years since the sports dance entered our country in the 1980s, and it is developing rapidly all over the country, according to the investigation of the General Administration of Sports Federation. At present, the number of people involved in sports dance is about 30 million, indicating that our country has a good mass base of sports dance. Sports dance in Hubei Province also has a good mass foundation, sports dance training institutions have emerged in various cities of the province, sports dance has become one of the best choice for people to exercise and train their special skills. However, there are many sports dance training institutions in Hubei Province, and the training courses are similar. The title of the courses is: Latin dance, standard dance, lack of diversity in name setting, lack of characteristics of the training courses, and the mobility of teachers. The marketing effect is not good and the training market is becoming more and more chaotic. As a result, consumers will give priority to the training institutions with convenient transportation or recommended by their friends to participate in the sports dance training courses in sports dance training institutions similar to the training courses. In addition, the flow of teachers caused the loss of consumers, the marketing promotion did not play a role, the low price competition of the training market appeared, which affected the healthy development of the sports dance training market. In order to meet the needs of sports dance more and better, this paper investigates the training courses of sports dance training institutions in eight regions of Hubei Province, and then subdivides the market through positioning and marketing theory. According to different geographical situation; age, sex, occupation, income, education, family size, family life cycle; and the style characteristics of each dance in sports dance; There are also consumers who want to obtain different results from the training courses divided into multiple target groups, through different marketing promotion and promotion of sports dance training institutions training courses and other aspects of analysis. Develop training courses and services to meet the needs of consumers. Combining the consumer demand with the advantages of the training organization, the author puts forward the sports dance training course to meet the needs of the consumers in order to meet the needs of the consumer market. Through the establishment of word-of-mouth effect and Internet marketing to improve the quality of training teaching and training institutions to obtain high praise from consumers so as to gradually expand the consumer community and promote the development of sports dance training industrialization in Hubei Province.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J722.8-4

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