悦华健身俱乐部的营销策略 市场营销毕业论文.doc

悦华健身俱乐部的营销策略 摘 要:本文首先介绍了健身行业的发展历程和现状,及健身行业的特点,分析了悦华健身俱乐部所处的地理位置,行业环境,在调查研究的基础上,找出其在经营中存在的问题,健身行业属于服务行业,他有服务行业的特征,也有体育行业的特点,在经营过程中,我们要综合考虑多方面的因素。若要在激烈的市场竞争中求生存谋发展就必须在客观现实的基础上，结合自身的条件，扬长避短，制定符合自身条件的营销方案。 悦华健身俱乐部地处商丘一个繁华的市区，交通便利，人口密集，并且人民的生活水平在逐步提高，思想观念也变得开放，比较能接受一些新鲜的食物，本文在分析了以上因素的基础上从广告、促销、产品、定价、推广活动等方面介绍了其具体的营销方法。 关键词：健身房 ; 环境分析 ; 现状 ; 营销方案 Marketing plan of fitness club named yuehua Abstract：This paper describes the development process of the fitness industry and the status, and the fitness industry, analyzes the fitness club Mandarin geographical location, industry environment, on the basis of investigation and research to find out the problems in the operation, fitness industry is a service industry, he has the characteristics of service industries, but also the characteristics of the sports industry in the course of business, we want a variety of factors into account. To the fierce competition in the market for survival and development must be based on objective reality, with its own conditions, exceed and develop marketing programs suited to their own conditions. Mandarin fitness club is located in the heart of the city of Shangqiu a convenient transportation, population density, and the peoples living standards gradually improved, ideas have become open, more accepting of some fresh food, this paper analyzed the above factors basis from the advertising, promotion, product, pricing, promotion, etc. described their specific marketing methods. Key words: fitness club; environmental analysis; status; marketing solutions 目录 摘要.......................................................................I Abstract………………………………………………………………………………………II 1 健身行业简介……………………………………………………………………………..1 1.1 健身行业发展...........................................................1 1.2 悦华健身俱乐部简介.....................................................1 2 悦华健身俱乐部市场分析....................................................2 2.1 悦华健身俱乐部宏观环境分析.............................................3 2.1.1 悦华健身俱