长沙大力健身俱乐部2019开业营销策划方案(2018-03-27 10-42-55).docxVIP

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 摘要 经济的发展促使人民生活水平的提高、余暇时间的增多，但与此同时，由于工作压力增大，不良饮食习惯，环境污染等等原因，使得“亚健康”的情况越发严重，甚至威胁人的生命，健康问题引起了越来越多现代人的广泛关注。人们对健康的不断追求，“花钱买健康”的观念也不断深入，促使了体育产业的迅猛发展，其中，商业健身俱乐部以其良好的运动氛围、丰富的锻炼内容、专业的健身指导等特点逐渐得到了广大健身爱好者的认可与青睐，如雨后春笋不断涌现，国外一些大型健身俱乐部集团也开始抢滩中国市场，这就使得健身俱乐部的竞争日趋激烈。 本次研究针对长沙大力健身俱乐部2019开业，提出方案，旨在通过开业庆典活动向会员们展示长沙大力健身俱乐部舒适的运动氛围、完善的健身器械以及周全的服务，给会员们留下良好的初始印象，在周边起到积极的宣传作用。 关键词：俱乐部 开业 营销策划 宣传 Abstract Economic development promotes the improvement of peoples living standards, the increase in leisure time, but at the same time, because of work pressure, poor diet, environmental pollution and so on reasons, makes the sub-health increasingly serious, and even endanger peoples lives, health problems has attracted more and more modern peoples widespread attention. People the pursuit of better health, spend money to buy health concept also unceasingly thoroughly, contributed to the rapid development of sports industry, among them, the commercial fitness club to exercise its good sports atmosphere, rich content and professional fitness instructor gradually obtained the recognition and favor of the majority of fitness enthusiasts, have mushroomed, foreign some big fitness club group is set to break into the Chinese market, this makes the fitness club competition. Vigorously fitness club opened in 2019, the study on changsha scheme is put forward, through opening celebration show members changsha strong fitness club sports atmosphere of comfortable, perfect equipment and considerate service, a good initial impression on members, in the surrounding play a positive role in promoting. Key words: club opening marketing planning publicity. 目录 TOC \o 1-3 \h \u 摘要 I Abstract II 目录 III 第一章 绪论 1 1.1课题的背景和意义 1 1.1.1 研究的背景 1 1.2.2 研究意义 1 1.2国内外相关研究 1 1.2.1 国外相关研究 1 1.2.2 国内相关研究 2 1.3 研究内容 2 第 二 章 大力健身俱乐部营销环境与市场定位分析 2 2.1大力健身俱乐部营销环境分析 2 2.1.1大力健身俱乐部的优势 2 2.1.2大力健身俱乐部所面临的机会 3 2.2大力健身俱乐部市场定位分析 3 2.2.1市场细分 3 2.2.