摘要体育产业被称为21世纪的“朝阳产业”，国家也越来越重视，非常具有前景。不光欧美国家，现在我们中国的体育产业也在高速发展。而健身房，是近年开始流行起来的适合普通民众提高身体素质和形象气质的运动场所。与此同时，浙江杭州的健身房也在蓬勃发展中。但是不得不说的是，当前的健身房在市场营销方面还存在很多的问题，如何解决这些问题对杭州的健身房的发展具有重要的意义。本文就重点研究了杭州健身房的市场营销的问题，并以体适能私教为例，展开分析，再找到其中存在问题的同时，提出相关的解决措施，希望可以帮助到杭州健身房在营销方面的发展。71619

毕业论文关键词：营销；健身房；体适能私教

Abstract  Sports industry is known as the most promising industry in twenty-first Century, that is, "sunrise industry" ". Not only European and American countries, China's sports industry is also in the rapid development of our. And the gym, is in recent years began to pop up for ordinary people to improve the physical quality and image of the temperament of the sports venues. At the same time, the gym in Hangzhou, Zhejiang, is booming. But have to say, the current gym in the market there are still many problems, how to solve these problems on the development of the gym in Hangzhou has important significance. This paper focuses on the marketing of gym in Hangzhou, and to fitness private education as an example, analyze and find which problems at the same time, put forward relevant measures, the hope can help to Hangzhou gym in marketing development.

Key words:  marketing;  gymnasium;  fitness and private education

目录

1 引言 6

2 概念解释 6

2.1营销策略的概念 6

2.2市场营销策略的演变与发展 6

2.3  4p 营销理论 7

2.4 私人教练的定义 8

2.5健身房私人教练的职业特点 8

2.6体适能 9

3 杭州健身房及体适能私教现状 9

4 研究对象与研究方法 9

4.1研究对象 9

4.2研究方法 9

4.2.1文献资料法 9

4.2.2调查问卷法 10

4.2.3逻辑分析法 10

4.2.4观察法 10

4.3实地结果 10

5 杭州健身房体适能私教营销问题分析 11

5.1营销观念落后 11

5.2营销策略单一 11

5.3营销能力差，不注重内部营销 11

5.4健身房体适能私教营销人才急缺 12

5.5不注重营销创新 12

6 加强提高我国健身房在体适能私教营销策略的对策 12

6.1增强营销理念 13

6.2 4P营销组合策略 13

6.2.1产品策略 13

6.2.2价格策略 13