论文+天津世博击剑俱乐部营销策略分析

论文题目天津世博击剑俱乐部营销策略分析

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摘要

科学技术的迅猛发展和生产力水平的提高，使人们的物质生活更加丰富多彩，人们的观念与生活方式发生了巨大的变化。自从1995年《全民健身计划纲要》及《体育产业发展纲要》的颁布以来，人们的体育意识和观念也逐渐增强和转变，人们越来越关心自己的身体健康，而且锻炼的方式更是多种多样，不仅仅拘泥于简单的跑步、打球等体育活动，人们所追求的运动不断趋于趣味性和形式的多样化，加之击剑这项运动在大众体育观念中有所升温，人们的好奇心和新鲜感致使他们渴望参与到击剑活动中来，击剑俱乐部是当下人们练习击剑的重要场所，成为开展击剑活动的重要载体之一，在一些经济发达的大城市如北京、上海、广州己经陆续出现很多击剑俱乐部。然而北京作为首都，是政治、经济、文化中心，其发展速度令人惊叹，为击剑俱乐部的存在和发展提供了良好的条件，因此，笔者认为对北京市击剑俱乐部的发展现状进行调查是很有必要的，同时可以为大众体育领域中击剑运动的发展提供

本文对首先对天津世博击剑俱乐部营销现状进行较为完整的分析，找出营销问题之所在，然后梳理了天津世博击剑俱乐部存在的问题，最后对天津世博击剑俱乐部制定了较为完善的营销策略，为行业内其他竞技培训企业营销策略的研究制定提供了参考。

关键词：击剑俱乐部；产品营销；促销策略

Abstracts

China's commercial fitness club with China's economic and social development since the 21st century, as well as people's health and fitness needs, from scratch, through various means of diversification throughout the small and medium-sized cities, China's sports industry has become an important pillar, But also an important vanguard of China's economic service industry, and gradually form a green sustainable development of one of the industrial economy. However, compared with foreign developed countries, the development is still in the initial stage of exploration, in its marketing management, there are still such as market positioning is not clear, the market competitive situation is poor, the industry is not good buckwheat, poor government support, supporting facilities is not perfect , Product form monotonous, large-scale project product lack, price and demand asymmetry, the lack of a single means of lack of persistence, low level of service, the club site is unreasonable, marketing, and so many problems such as myopia. These are the important factors that restrict the healthy, fast and sustainable operation of our commercial health club.

This article first analyzes the present situation of the marketing of the fencing and fitness club in Tianjin, and finds out the marketing problem, and then combs the problems of the fencing and fencing club of Tianjin World Expo. Finally, it has formulated the perfect marketing of Tianjin World Expo Fencing Fitness Club Strategy for the industry to other fitness business marketing strategy research and development provides a reference.

Key words: health club；product marketing；promotion strategy

目录

1 市场营销理论概述 (1)

2天津世博击剑俱乐部营销现状分析 (1)

2.1 天津世博击剑俱乐部概述 (1)

2.2 世博俱乐部营销现状分析 (2)

3世博击剑俱乐部营销存在的问题 (5)

3.1市场定位模糊 (5)

3.2俱乐部内部流程不完善 (5)

3.3促销力度不够 (5)

3.4营销渠道单一 (5)

4天津世博击剑俱乐部营销策略的完善 (5)

4.1俱乐部市场细分 (5)

4.2完善内部管理流程 (6)

4.3促销策略完善 (6)

4.4完善营销渠道 (6)

结语 (7)

参考文献 (7)