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论文编号：	12799
作者编号：	2320180576
上传时间：	2021/12/9 11:23:29
中文题目：	B公司健身中心减脂塑形项目营销策略研究
英文题目：	Research on Marketing Strategy of Fat Loss and Shaping Project in Fitness Center of B Company
指导老师：	杜建刚教授
中文关键字：	营销策略；B公司；健身中心；减脂塑形
英文关键字：	Marketing Strategy；company B；Fitness Center；Fat Loss and shaping
中文摘要：	健康是人类永恒的主题和追求，是个人持续发展的需要，更是国家进步的重要标志。我国健康产业的发展面临着优良的政策环境。2016年10月25日，国务院发布《"健康中国2030"规划纲要》。在2020年第十九届五中全会上，健康中国再一次被提起，推进健康中国建设，是通过倡导健康的生活方式，使得人们的思想观念从“治病”向“防病”进一步转变。每个人都是健康的第一责任人，每个人都要为健康的发展贡献力量。在政策的激励下，我国健身行业迎来空前的发展机遇。伴随着行业迅速扩张，诸多问题也凸显出来，虚假营销、同质化问题严重、缺乏专业的教练员培训体系等。B公司作为行业内领先的健康服务提供者，以健身中心为核心业务，创新性整合六大健康业态，为消费者提供多角度健康服务，赢得了良好的客户口碑。 减脂塑形项目是健身中心的核心盈利项目，伴随着公司的成立，并在发展中逐渐完善。本文以减脂塑形项目为主要研究对象，制定合理有效的营销策略。本文首先梳理了B公司健身中心面临的环境，详细分析了健身人群的健身心理和动机，掌握并了解北京地区健身行业的竞争现状，进而对健身中心的竞争态势做出分析和判断。通过介绍公司及各部门产品，并通过大众点评客户反馈现状，深入剖析健身中心减脂塑形项目的营销现状，发现其在营销中的问题和局限性，并结合公司客观现状，周边情况以及STP理论对减脂塑形项目进行目标市场选择以及定位。本文参照7P营销组合理论重新构筑减脂塑形项目的营销策略体系，最后从制度方面、人力资源保障方面以及资金与合作渠道保障方面提出诸多保障措施。 总之，通过分析当前市场环境中的减脂塑形项目营销策略，对于健身行业的发展及规范化运营具有显著的社会意义。聚焦综合业态下的健身活动能够树立健身行业的创新典范。重新描绘了适用于现有经营状况的服务蓝图，对行业发展也起到积极的作用。B公司会在今后的发展过程中，全面推动营销体系转型升级，不断优化营销策略，积极引领行业发展。
英文摘要：	Health is the eternal theme and pursuit of human beings, the need for personal sustainable development, and an important symbol of national progress. The development of China's health industry is facing a good policy environment. On October 25, 2016, the State Council issued the Outline of the "Healthy China 2030" Plan. At the Fifth Plenary Session of the 19th CPC Central Committee in 2020, healthy China was once again mentioned. Promoting the construction of healthy China is to further change people's ideas from "curing diseases" to "preventing diseases" by advocating a healthy lifestyle. Everyone is the first responsible person for health, and everyone should contribute to the development of health. Encouraged by the policy, China's fitness industry is facing unprecedented opportunities for development. With the rapid expansion of the industry, many problems have been highlighted, such as false marketing, serious homogenization problems, lack of professional coach training system and so on. As a leading health service provider in the industry, Company B takes fitness center as its core business, innovatively integrates six major health formats, provides multi-angle health services for consumers, and has won a good reputation among customers. Fat loss and shaping project is the core profit project of fitness center, which is accompanied by the establishment of the company and gradually improved in the development. This paper takes the project of fat loss and shaping as the main research object, and formulates a reasonable and effective marketing strategy. Firstly, this paper combs the environment faced by the fitness center of Company B, analyses the fitness psychology and motivation of the fitness crowd in detail, grasps and understands the current situation of the competition in the fitness industry in Beijing, and then makes an analysis and judgment on the competitive situation of the fitness center. By introduce that products of the company and its department, And through the public comment on the current situation of customer feedback, in-depth analysis of the marketing status of the fitness center fat loss shaping project, found its problems and limitations in marketing, and combined with the company's objective status, the surrounding situation and STP theory to select and locate the target market of the fat loss shaping project. This paper refers to the 7p marketing combination theory to reconstruct the marketing strategy system of fat loss and shaping project, and finally puts forward many safeguard measures from the aspects of system, human resources, funds and cooperation channels. In a word, through the analysis of the marketing strategy of fat loss and shaping projects in the current market environment, it has significant social significance for the development and standardized operation of the fitness industry. Focusing on the fitness activities under the comprehensive format can set up an innovative model for the fitness industry. It redraws the service blueprint suitable for the existing business situation and plays a positive role in the development of the industry. In the future development process, Company B will comprehensively promote the transformation and upgrading of the marketing system, constantly optimize the marketing strategy, and actively lead the development of the industry.
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