【摘要】：商業(yè)健身俱樂部在我國發(fā)展迅猛,至今已經(jīng)遍布我國大江南北,眾多商業(yè)健身俱樂部品牌如雨后春筍般破土而出。隨著大批國外著名商業(yè)健身俱樂部品牌的入侵,在我國境內(nèi)形成了國外和本土品牌激烈競爭的局面。在這場品牌戰(zhàn)爭中,我國本土品牌若想在競爭中獲得優(yōu)勢,立于不敗之地,加強(qiáng)品牌建設(shè)無疑具有重要意義。但是我國目前對商業(yè)健身俱樂部品牌建設(shè)的相關(guān)研究很少,關(guān)于商業(yè)健身俱樂部品牌建設(shè)的理論和實(shí)證案例幾乎屬于空白,導(dǎo)致我國商業(yè)健身俱樂部品牌建設(shè)實(shí)踐嚴(yán)重缺乏理論指導(dǎo)和案例參考,在一定程度上阻礙和放緩了我國商業(yè)健身俱樂部品牌發(fā)展壯大的步伐。在此背景下,按照“為什么研究我國商業(yè)健身俱樂部品牌建設(shè)?什么是我國商業(yè)健身俱樂部品牌建設(shè)?如何進(jìn)行我國商業(yè)健身俱樂部建設(shè)?”的邏輯思維線索,運(yùn)用文獻(xiàn)資料、專家訪談法、問卷調(diào)查法、數(shù)理統(tǒng)計(jì)法、觀察法等研究方法,采用理論和實(shí)踐、整體評價(jià)和個(gè)案分析相結(jié)合的途徑,對我國商業(yè)健身俱樂部品牌建設(shè)進(jìn)行了較全面深入的研究。 闡明商業(yè)健身俱樂部品牌建設(shè)是指商業(yè)健身俱樂部為了追求品牌建設(shè)的價(jià)值,以商業(yè)健身俱樂部主動實(shí)施品牌建設(shè)工程為起點(diǎn),在特定的宏觀和微觀環(huán)境條件下,商業(yè)健身俱樂部采取一系列的措施,從而在商業(yè)健身俱樂部會員(消費(fèi)者)頭腦中形成品牌鮮明形象,創(chuàng)建和發(fā)展品牌,累積品牌資產(chǎn),提高品牌知名度、美譽(yù)度和忠誠度,通過商業(yè)健身俱樂部會員的篩選,最終使得商業(yè)健身俱樂部品牌成長為區(qū)域、國家和國際強(qiáng)勢品牌的過程。 在充分闡述和認(rèn)識我國商業(yè)健身俱樂部品牌建設(shè)本質(zhì)的基礎(chǔ)上,分析得出我國商業(yè)健身俱樂部品牌建設(shè)的經(jīng)濟(jì)、法律、社會文化和市場環(huán)境已經(jīng)具備,但是我國商業(yè)健身俱樂部品牌效應(yīng)卻差強(qiáng)人意,如我國商業(yè)健身俱樂部品牌在市場占有率、國際化程度等方面與國外著名健身品牌存在明顯差距,并且品牌忠誠度較低,態(tài)度忠誠會員比例較小,尚未走向國際健身市場等。基于此,本文設(shè)計(jì)了商業(yè)健身俱樂部品牌建設(shè)的三層管理組織體系,闡述了商業(yè)健身俱樂部品牌如何定位、品牌識別系統(tǒng)和產(chǎn)品如何設(shè)計(jì),對在信息渠道堵塞下能夠保證品牌傳播效果的整合營銷傳播作了整體論述,以及如何進(jìn)行商業(yè)健身俱樂部品牌延伸、品牌保護(hù)和品牌建設(shè)診斷進(jìn)行了較全面討論和歸納。文章最后,對我國商業(yè)健身俱樂部品牌建設(shè)作了前景展望。
[Abstract]:The commercial fitness club develops rapidly in our country, so far has spread all over our country, many commercial fitness club brands have sprung up like bamboo shoots. With the invasion of a large number of famous foreign brands of commercial fitness clubs, the situation of fierce competition between foreign and local brands has been formed in our country. In this brand war, if Chinese local brands want to gain advantage in competition, it is of great significance to strengthen brand construction. However, there is little research on the brand construction of commercial fitness clubs in China at present, and the theoretical and empirical cases of brand construction of commercial fitness clubs are almost blank. It leads to the serious lack of theoretical guidance and case reference in the practice of building the brand of commercial fitness club in China, which to a certain extent hinders and slows the pace of the development and expansion of the brand of commercial fitness club in China. In this context, according to "Why do we study the brand construction of commercial fitness clubs in China?" What is our country commercial fitness club brand construction? How to build a commercial fitness club in China? " Logical thinking clues, using literature, expert interviews, questionnaire survey, mathematical statistics, observation and other research methods, using the combination of theory and practice, overall evaluation and case analysis. To our country commercial fitness club brand construction has carried on the more comprehensive and in-depth research. This paper expounds that the brand construction of commercial fitness club refers to the commercial fitness club, in order to pursue the value of brand construction, taking the active implementation of brand construction project as the starting point, under the specific macro and micro environment conditions, Commercial fitness clubs take a series of measures in order to form a bright brand image in the minds of commercial fitness club members (consumers), create and develop brands, accumulate brand equity, and enhance brand awareness, reputation and loyalty. Through the screening of the members of the commercial fitness club, the brand of the commercial fitness club will eventually grow into a strong regional, national and international brand. On the basis of fully expounding and understanding the essence of brand construction of commercial fitness club in China, it is concluded that the economy, law, social culture and market environment of brand construction of commercial fitness club in China have already existed. But the brand effect of commercial fitness club in our country is not satisfactory, for example, the brand of commercial fitness club in our country has obvious gap with foreign famous fitness brand in terms of market share, internationalization degree and so on, and the brand loyalty is low. Attitude loyalty membership ratio is relatively small, has not yet entered the international fitness market and so on. Based on this, this paper designs the three-tier management and organization system of the brand construction of commercial fitness club, expounds how to locate the brand of commercial fitness club, how to design the brand identification system and how to design the product. This paper discusses the integrated marketing communication which can guarantee the effect of brand communication under the blocking of information channels, and how to extend the brand of commercial fitness club, brand protection and brand construction diagnosis are discussed and summarized in an all-round way. Finally, the prospect of brand construction of commercial fitness club in China is prospected.
【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2008
【分類號】：G806;F719

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