工商管理学院知识库

近年来，随着全民健康意识的提高以及我国居民人均收入的不断提高，我国健身娱乐产业发展势头迅猛。面对竞争日趋激烈的市场环境，西宁市X健身会所作为西宁地区一家具有较好口碑的本土健身俱乐部，其在市场营销过程中面临着较多的发展制约瓶颈。鉴于此，本文以西宁市X健身会所为研究对象，重点针对其市场营销服务思路、服务手段和服务内容进行系统化研究。

在理清西宁市X健身会所消费者基本情况和教练员基本情况的基础上，从政策、经济、社会文化、技术四个方面分析西宁市X健身会所目前所处的营销环境。并利用4P营销理论以7P理论为研究方法对目前西宁市X健身会所市场营销现状进行梳理。以企业视角设计具有针对性的调研问卷，结合调研结果重点从产品营销、价格营销、渠道营销和促销营销四个方面，分析目前西宁市X健身会所市场营销所存在的主要矛盾。以客户视角对健身会所从产品、价格、渠道、促销、人、有型展示和过程几个方面，深入分析会所市场营销的定位和目标客户人群，设计了以产品营销、价格营销、渠道营销、促销营销为核心的营销策略。重点针对X健身会所的市场营销现状、市场营销问题和市场营销对策进行分析，为提高X健身会所市场营销效能提供参考。并针对性的构建了保障此类方案能够有效落地的策略建议。

 In recent years, with the improvement of national health awareness and the continuous improvement of per capita income of Chinese residents, China's fitness and entertainment industry has developed rapidly. Facing the increasingly competitive market environment, Xining x fitness club, as a local fitness club with good reputation in Xining, is facing many development constraints in the marketing process. In view of this, this paper takes Xining x fitness club as the research object, focusing on its marketing service ideas, service means and service content.

On the basis of clarifying the basic situation of consumers and coaches of Xining x fitness club, this paper analyzes the current marketing environment of Xining x fitness club from four aspects: policy, economy, social culture and technology. Using 4P marketing theory and 7p theory as the research method, this paper combs the current marketing situation of X fitness club in Xining city. A targeted survey questionnaire is designed from the perspective of enterprises. Combined with the survey results, the main contradictions existing in the marketing of X fitness club in Xining city are analyzed from four aspects: product marketing, price marketing, channel marketing and promotion marketing. From the perspective of customers, this paper deeply analyzes the positioning and target customer group of club marketing from the aspects of products, prices, channels, promotion, people, type display and process, and designs the marketing strategy with product marketing, price marketing, channel marketing and promotion marketing as the core. This paper focuses on the analysis of the marketing status, marketing problems and marketing countermeasures of X fitness club, so as to provide reference for improving the marketing efficiency of X fitness club. And targeted strategic suggestions to ensure the effective implementation of such schemes are constructed.