毕业设计（论文）-乐怡瑜伽馆营销策略研究--181016432.docVIP

PAGE 35 摘 要 随着中国经济的高速发展和人民生活水平的不断提高，起源于印度的瑜伽逐渐成为沈阳市女性喜欢的一项健身运动。随着瑜伽运动的快速发展，一批以瑜伽健身服务为主要产品的瑜伽馆也应运而生。 本文以沈阳乐怡瑜伽馆为研究对象，通过文献研究、实地调查对乐怡瑜伽馆的服务营销策略及实施现状进行分析研究。本文分为五个部分，第一部分概述了服务营销基本理论；第二部分介绍了乐怡瑜伽馆的基本情况；第三部分对乐怡瑜伽馆的营销环境进行了分析，包括宏观环境分析和微观环境分析；第四部分细致地分析了乐怡瑜伽馆的服务营销策略及存在的问题；最后一部分是乐怡瑜伽馆营销策略实施中存在问题的改进建议。通过论文的研究，希望能为乐怡瑜伽馆的经营管理者提供一些参考性的建议，同时，也为其他类似服务型企业提供参考和借鉴。 关键词：乐怡瑜伽；营销策略；服务营销 Abstract With Chinese economy developing rapidly and the people’s living standard improving continuously, the yoga which originated from India has been a favorite fitness for women in Shenyang gradually．With the rapid development of yoga movement，yoga fitness services as main production of the Yoga museums also come into being. The paper takes the Leyi Yoga Museum as the study object，with the methods of document and field surveys，analyzes service marketing strategy and marketing situation of Leyi Yoga Museum. This paper is divided into six parts. The first part introduces basic service marketing principles. The second part introduces Leyi Yoga Museum on the whole. The third part analyzes Leyi Yoga Museum marketing environment from macroscopic side and submicroscopic side. The service marketing strategy and problems existing in strategy of Leyi Yoga Museum is analyzed deeply in the fourth part. The last part is about Key words: Leyi Yoga; Marketing strategy; Service marketing 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc295148082 引 言 PAGEREF _Toc295148082 \h 1 HYPERLINK \l _Toc295148083 1 服务营销理论概述 PAGEREF _Toc295148083 \h 2 HYPERLINK \l _Toc295148084 1.1 服务营销相关概念 PAGEREF _Toc295148084 \h 2 HYPERLINK \l _Toc295148085 1.2 服务营销的特征 PAGEREF _Toc295148085 \h 2 HYPERLINK \l _Toc295148086 1.3 服务营销7P组合 PAGEREF _Toc295148086 \h 3 HYPERLINK \l _Toc295148087 1.3.1 服务产品策略 PAGEREF _Toc295148087 \h 3 HYPERLINK \l _Toc295148088 1.3.2 价格策略 PAGEREF _Toc295148088 \h 4 HYPERLINK \l _Toc295148089 1.3.3 渠道策略 PAGEREF _Toc295148089 \h 4 HYPERLINK \l _Toc295148090 1.3.4 促销策略 PAGEREF _Toc295148090 \h 4 HYPER