宜春市青龙体育健身俱乐部营销策略研究.pdfVIP

要 我国的健身行业起步较晚,但是发展很快。改革开放以来,随着我国经济的发展 和人民生活水平的提高,生活方式的转变也带来了消费观念和消费行为的转变 花 钱买健康”逐渐被国人所认可。如何在激烈的竞争中保持优势地位,为日后的生存和 发展赢得主动权,就成为国内众多健身俱乐部关注的焦点。 健身俱乐部作为一种新的体育组织形式，是一个地区、一个城市、乃至一个 国家经济发展和社会进步的标志，也是先进文化的一种反映。对宜春市健身俱乐 部现状进行研究，在满足科学健身，推进宜春市体育产业发展，完善健身体育市 场体系等具有重要意义。本文在查阅相关理论的基础上，对宜春市体育俱乐部的 营销现状进行分析，并从产品策略、分销渠道策略、价格策略、 销策略四方面 对宜春市体育健身俱乐部进行研究，旨在为宜春市健身俱乐部的发展提供一些理 论依据。 关键词：体育 健身俱乐部 营销策略 1 Abstract Although bodybuilding industry in China emerged lately, it developed rapidly .After reformation and open, with the Chinese economy development and the improvement of living standards of Chinese people, the changes in the styles of living result in the transformation of consumption view and behavior. As Chinese people recognize, Health is free”. Under the sharp competitive environment, thus, the focuses of these clubls are on how they maintain the competitive advantage. The body-building club is one kind of new sports organization form , is an sign of a area , a city, even a national economic development and social progress , it is also a report of advanced culture. Carries out studying on current situation of yichun City manage body-building club have importance in satisfying science body-building, pushing forward yichun City sports development , perfecting body-building sports market system. In this paper, access to relevant theory, based on the pairs of Yichun city sports clubs marketing analysis of the status quo, the tactics of distribution channel, and from product strategy, pricing strategy, promotion strategy to face four Yichun City Sports Club conduct a study, aimed at the development of Yichun City Fitness Club to provide some theoretical basis. Key words: sports Health Club ma