徐州奥体击剑俱乐部营销策略研究.pdfVIP

摘 要 近年来，随着人们生活水平的提高，加上政策的大力支持，体育健康产业迅 猛发展，各种体育培训机构如雨后春笋般出现并茁壮成长。徐州奥体击剑俱乐部 响应政策号召，于2018年成立，依托徐州奥体中心的优质资源，从事少年儿童 的课外击剑培训，取得了不错的成绩。但是由于击剑运动在二三线城市知名度不 高，击剑俱乐部在二三线城市的发展缺乏经验，俱乐部现在面临会员不足等问题， 急需解决。 本论文通过系统的分析徐州奥体击剑俱乐部现在的条件，通过现有学员调 查、市场调查，精准定位俱乐部现在面临的问题。结合市场营销的基本理论，使 用SWOT分析和波特五力模型对俱乐部面临的市场环境进行分析。最后使用STP 模型和7P营销组合策略，为俱乐部现在面临的问题提供解决方案，为俱乐部制 定详细的营销战略和营销策略优化措施。 本论文使用实地调研法、文献分析法、调查问卷法等研究方法，重点制定了 徐州奥体击剑俱乐部的营销战略、营销策略以及保障措施，为以后徐州奥体击剑 俱乐部的发展提供系统的规划指引。由于击剑俱乐部在二三线城市刚刚兴起，关 于击剑俱乐部在二三线城市的营销研究还比较少，本论文的研究成果可以为其他 击剑俱乐部的发展提供参考。 关键词：击剑俱乐部；营销策略；体育营销 I Abstract In recent years,with the improvement ofpeoples living standards and the strong support of policies, the sports and health industry has developed rapidly, and various sports training institutions have sprung up and thrived. Xuzhou Olympic Sports Fencing Clubrespondedtothepolicy call andwasestablished in 2018.Relying onthe high-quality resources of Xuzhou Olympic Sports Center, the club has engaged in extra-curricular fencing training for children and achieved good results.However,due to the low popularity of fencing sports and the lack of experience in the development of fencing clubs in second- and third-tier cities, the club now faces problems such as insufficient club members,which needtobeaddressedurgently. In this thesis, we systematically analyze the current conditions of Xuzhou Olympic Sports Fencing Club, and through student survey and market survey, accurately locate the problems that the club is facing. Then, combining the basic theories of marketing, we use SWOT analysis and the Porter Five Force Model to analyze the market environment facing the club.Finally,we provide solutions for the clubs current problems, and develop detailed marketing strategies and marketing strategy optimization measures for the club, using the STP model and 7P marketing mix strateg