健身房营销策略研究论文.docx

毕 业 论文题目：北京玫瑰东方体育中心营销策略研究姓　 名： 徐唐 学　 号： 2014030448025 学 院： 商务学院 专 业： 市场营销 指 导 教 师： 赵 进 协助指导教师：2016年5月16日摘要随着中国经济的快速发展和城市人民生活水平的提高，越来越多的人健康意识逐渐增强。而2022年北京冬奥会申奥成功更使全民健身逐渐上升为国家战略，这使得中国已成为全球最有潜力的健身市场。北京玫瑰东方体育发展中心是一家专注于提供健身服务的公司，随着行业竞争加剧,为了保证其自身的竞争力，成功的营销策略显得尤为重要。对此，本文通过仔细查阅国内外相关的文献资料，整理分析国内外前沿的市场营销专业相关理论研究内容，并结合健身房的实地考察调研，来分析该公司目前所实行的具体营销策略，进而找到其存在的问题和造成问题的原因。最后，在此基础上，本文提出进一步改善北京玫瑰东方体育发展中心营销策略的对策，从产品、价格、渠道、促销四个方面来完善企业营销策略，从而帮助企业解决实际存在的营销问题，更好的在市场中保持好的竞争力。关键词：玫瑰东方营销策略对策建议AbstractWith the rapid development of Chinese economy and the urban peoples living standards improve, more and more people health consciousness gradually. The 2022 Winter Olympics in Beijings successful bid to make fitness more gradually rose to national strategies. At present, China has become the worlds most potential market of fitness. Beijing rose Oriental Sports Development Center is a focus on providing health services, with the intensification of competition in the industry, in order to ensure its competitiveness, successful marketing strategy is particularly important.In this regard, the paper carefully review the relevant literature at home and abroad, organize professional analysis of cutting-edge marketing theory research at home and abroad, combined with fieldwork research gym, to analyze the company currently implemented specific marketing strategy, and then find its problems and the cause of the problem. Finally, on this basis, we propose to further improve countermeasures Beijing rose Oriental Sports Development Center marketing strategy, product, price, place and promotion four aspects to improve the corporate marketing strategy to help enterprises solve marketing problems actually exist, and more good to maintain a good competitive edge in the marketplace.Key Words：RoseOriental Marketing StrategiesSuggestions目录摘要IAbstractII1相关理论基础21.1营销策略的概念21.2 4P营销策略22北京玫瑰东方体育发展中心营销现状分析32.1北京玫瑰东方体育发展中心的概况32.2北京玫瑰东方体育发展中心的组织结构3