健身俱乐部经营策略分析.doc

英派斯健身俱乐部经营策略分析 中文摘要 本文对英派斯集团健身俱乐部的经营策略，从以下几个方面进行了详细的描述及分析:第一步是英派斯集团从战略的角度出发，综合自身的优势及国际健身潮流，适时的进军健身俱乐部市场，在青岛开办了第一家自营健身俱乐部并取得了初步成功;第二步是英派斯健身俱乐部在取得自营俱乐部的成功后，进入了发展时期，以合作经营的方式在全国其他几个城市开办了健身俱乐部，扩大了在全国的健身俱乐部业务。第三步是英派斯集团综合考虑了自营俱乐部和合作俱乐部的优缺点，决定开展健身俱乐部特许加盟业务，并将特许加盟作为以后俱乐部发展的重点，迅速扩大在全国的业务，并计划在全国开办10家自营俱乐部，20家合作俱乐部，70家特许加盟俱乐部，并选择在合适的时机上市。在论文的最后，作者通过对英派斯健身俱乐部的产生、发展的详细分析，对其存在的一些问题进行了分析并提出几条改进建议。 关键词:健身俱乐部、自营经营、合作经营、特许经营 Strategy analysis of Impulse gymnastics club ABSTRACT It operation strategy that this thesis sends this group gymnastics club for Impulse have gone on from some following aspects detailed describe and analysis. First, is that Britain sends this group, from strategic angle international gymnastics trend and the advantage of comprehensive self at the right moment march to gymnastics club market ,have opened in Qingdao, the first have gotten preliminary success from battalion gymnastics club. Second step is that Impulse sends this gymnastics club, have entered development after getting the success from battalion club for period ,have opened few gymnastics club with the way of cooperative operation in other nation-wide cities ,have enlarged the gymnastics club business of nation-wide .The step of 3rd is that Impulse sends this group synthesize to consider decide to develop gymnastics club special permission from the good shortcoming of battalion club and cooperative club add alliance business, and add special permission, alliance is the focal point that club develops afterwards, enlarge the business of nation-wide promptly, and plan nation-wide open 10 from battalion club and 20 cooperative clubs, 70 special permission add alliance club ,and appear on the market in suitable opportunity .Paper is final, student pass through send this gymnastics club for Impulse produce，develop detailed analysis, analysis for its some existent problems and have made some of own improvement suggestions Key words：gymnastics club ,battalion club ,cooperative club ,franchise club 第一章绪论 英派斯集