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论文编号：	15820
作者编号：	2320213719
上传时间：	2025/12/10 15:17:28
中文题目：	顾客体验视角下S体育培训公司体验营销策略优化研究
英文题目：	Research on Optimization of Experience Marketing Strategy of S Sports Training Company Based on the Customer Experience
指导老师：	齐善鸿教授
中文关键字：	体验营销；体育培训；营销策略
英文关键字：	Experimental marketing；Sports training；Marketing
中文摘要：	教育兴则国家兴，教育强则国家强。随着中国经济的快速发展，加快建设教育强国已经成为党中央、国务院的重大战略部署，是国家意志和国家行动。建设教育强国是一个系列工程，推动青少年教育全面发展，提升青少年的综合实力已然成为重要环节。国民教育意识开始从关注文化课学习，逐渐拓展到青少年的综合实力上，兴趣教育的重视程度逐步提高。再加上疫情风波三年，“健康第一”的教育理念逐渐深入人心，体育培训市场份额也是发展迅猛，呈现供需两旺势头。老店扩张、新店入局，体育培训市场依然在持续扩容，成了体育消费领域新的增长点。 S体育培训公司为天津一家本土体育培训机构，开设多项体育运动课程，主要经营项目为青少年篮球课程培训，旨在为青少年健康成长提供途径，开业至今已有三年，取得了不错的销售成绩，占据周边50%以上的市场份额。近些年来，体育培训行业的快速扩容，正在逐步成为超级“蓝海”，但机构数量众多，服务质量参差不齐，很多机构已无法满足顾客需求，导致机构存活期缩短，陷入困境。当前的情景下，把顾客放在核心地位，全力为顾客和企业自身创造价值，以提供给顾客有意义且难忘的体验来提升品牌意识和忠诚度尤为重要。而S公司想要在众多机构中脱颖而出，并且可以保持长期稳定的发展，依然存在着极大的挑战。急需发现当前体验营销策略的不足，积极调整，快速应对市场变化。 本研究以S体育培训公司为研究对象，通过对相关理论进行广泛搜集和整理，运用问卷调查法，对当前存在的体验营销问题进行分析，提出从顾客体验的视角来优化营销策略。首先，对相关文献进行梳理，在顾客体验营销理论基础上，构建研究框架。其次，通过顾客对当前公司课程体验满意度进行调查，分别从顾客体验的五个维度：感官、情感、思考、行动和关联，指出公司营销策略存在的问题。然后，基于顾客体验视角，优化企业的体验营销策略，从而使顾客实现更加满意的课程体验。希望本文的研究成果可以解决当前S体育培训公司的问题，并为其他体育培训公司的发展提供借鉴。
英文摘要：	Education is prosperous, and education is strong. With the rapid development of China's economy, accelerating the construction of education has become a major strategic deployment of the Party Central Committee and the State Council. And it is the national will and national action. Building an educational power that promotes the comprehensive development of youth education and enhances the comprehensive strength of young people is a series of projects and has been an important part of the development process. The changes in national education awareness have also begun to focus on the comprehensive strength of young people not only learning. The emphasis on interest-based education is gradually increasing. What’s more, due to the three-year-epidemic storm, the educational concept of "health first" has gradually become popular. Generally, the market share of the sports training has also developed rapidly, showing the momentum of supply and demand. With the expansion of the old store and the entry of new stores, the sports training market is still continuously expanding, becoming a new growth point in the field of sports consumption. S Sports Training Co., Ltd. is a local sports training institution in Tianjin. It has many kinds of sports courses for students, providing a way for the healthy growth of young people. The main project is youth basketball course training. It has opened for three years and achieved good sales results. It has already occupied more than 50% of the surrounding marketing share. In recent years, the rapid expansion of the sports training industry is gradually becoming a super "blue ocean". But with the appearing of the large number of sports institutions, the quality of service doesn’t have a standard and is getting worse and worse. It cannot meet customer’s needs. And the survival period of institutions is generally short. In the current situation, it is especially important to put customers in the core position and make full effort to create value for customers and companies. The company must provide meaningful and unforgettable experiences with customers and enhance their own brand awareness and loyalty. So if the S company wants to stand out among many institutions and can have a long -term stable development, there is still a great challenge. S company need find the lack of current marketing strategies urgently, and then adjust actively, at last cope with market changes quickly. This study takes Tianjin S Sports Training Company as the research object. Through extensive collection and collation of related theories, the study analyzes the current marketing issues by the way of the questionnaire survey and face-to-face interview face to face. At the same time, the study proposes to optimize the marketing strategy from the perspective of customer experience according to the results of survey. First of all, the study sorts out related literature and builds a research framework based on the customer experience marketing theory. Secondly, after surveying about customers satisfactory experience, the study respectively points out the problems of S company from the five dimensions of the customer's experience: sensory, emotion, thinking, action and connection. Then, based on the customer experience perspective, the study optimizes the marketing strategy of the S company so that customers can achieve a more satisfactory experience. It is hoped that the results of this study can solve the current problems of Tianjin S Sports Training Company and have an influence on the development of other sports training companies.
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