溫州市東方健身俱樂部體驗營銷策略調(diào)查分析
發(fā)布時間：2019-02-23 15:42
【摘要】：文章以溫州市東方健身俱樂部12家直營店的潛在顧客為調(diào)查對象,并分發(fā)到每個直營店50份顧客問卷,共發(fā)放問卷600份,采用文獻資料法、相關(guān)數(shù)理統(tǒng)計法、問卷調(diào)查法、訪談法及邏輯分析法等多種方法進行研究,對東方健身俱樂部在營銷過程中的體驗營銷策略運用體驗營銷理論進行調(diào)查分析。研究結(jié)果顯示:1.顧客是健身俱樂部體驗營銷策略實施的對象,文章對其進行分析調(diào)查得知:女性多于男性,體驗營銷對象的年齡特征在25歲-46歲的人數(shù)居多�？梢�,健身俱樂部對男性潛在顧客以及25歲-46歲范圍以外潛在顧客的納入還有很大的潛力;2.教練員是體驗營銷策略的實施者,他們的學歷、教齡以及經(jīng)驗等對體驗營銷策略的實施有一定的影響。文章對其研究得知:教練員的年齡趨于年輕化;對健身教練員的整體學歷相對較高;教練員的教齡在1-3年內(nèi)的教齡居多;3.管理人員在體驗營銷策略的策劃中起著舉足輕重的作用,文章對其研究得知:男管理人員的人數(shù)居多;管理人員的年齡趨于年輕化;管理人員的總體學歷一般;管理人員中體育專業(yè)及其他專業(yè)相對較多,而管理專業(yè)相對較少。4.溫州市東方健身俱樂部在設(shè)計體驗營銷策略中以尊重、承諾、認知、信任為主題,對顧客的接觸點、產(chǎn)品體驗、服務(wù)、內(nèi)外部環(huán)境進行設(shè)計。5.溫州市東方健身俱樂部在實施體驗營銷策略中,從吸引顧客、與顧客互動、保留顧客三個階段出發(fā),讓顧客充分進行參與。6.溫州市東方健身俱樂部在評估與分析體驗營銷策略中,從顧客體驗的滿意度和東方健身俱樂部的經(jīng)濟效益角度進行分析與評估。其中,在顧客體驗的滿意度方面,文章借鑒伯德·施密特的理論,把情感、感覺、行動、思考、關(guān)聯(lián)作為評判評判顧客滿意度的標準,進行分析得出,顧客的滿意度較高,基本上達到了顧客的心理期望值;在俱樂部經(jīng)濟效益方面,東方健身俱樂部通過體驗營銷策略的實施其經(jīng)濟效益有了很大提高。7.溫州市東方健身俱樂部的實施保障有:俱樂部品牌文化建設(shè)和經(jīng)營理念的加強;體驗營銷制度建設(shè)的加強;工作人員服務(wù)技能和意識的提升;顧客意見反饋平臺的建立。
[Abstract]:In this paper, the potential customers of 12 stores of Dongfang Fitness Club in Wenzhou were investigated, and 50 customer questionnaires were distributed to each shop. A total of 600 questionnaires were distributed. The methods of literature, mathematical statistics and questionnaire survey were used. Interview method and logical analysis method are used to investigate and analyze the experiential marketing strategy of Oriental Fitness Club in the process of marketing using experiential marketing theory. The results show that: 1. The customer is the object of the experience marketing strategy of the fitness club. Through the analysis and investigation of the experience marketing strategy of the fitness club, it is found that the number of women is more than that of the male, and the age characteristics of the experience marketing object are mostly between 25 and 46 years old. This shows that fitness clubs have great potential to include male potential customers and potential customers outside the 25-46 age range; 2. Coaches are implementers of experiential marketing strategy, and their academic background, teaching age and experience have a certain impact on the implementation of experiential marketing strategy. The article found that: the age of coaches tend to be younger; the overall education of fitness coaches is relatively high; the teaching years of coaches in 1-3 years in the majority; 3. Managers play an important role in the planning of experiential marketing strategy. The research shows that the number of male managers is in the majority; the age of managers tends to be younger; Managers of sports and other professions are relatively more, while the management profession is relatively small. 4. 4. Wenzhou Oriental Fitness Club in the design experience marketing strategy to respect, commitment, cognition, trust as the theme, customer contact point, product experience, service, internal and external environment design. 5. In the implementation of experience marketing strategy, Wenzhou Oriental Fitness Club starts from three stages: attracting customers, interacting with customers and retaining customers, so that customers can participate fully. 6. In the evaluation and analysis of experience marketing strategy, Wenzhou Oriental Fitness Club analyzes and evaluates the satisfaction of customer experience and the economic benefits of Oriental Fitness Club from the point of view of customer experience satisfaction and economic benefits of Oriental Fitness Club. Among them, in customer experience satisfaction, the article draws lessons from Byrd Schmidt's theory, takes emotion, feeling, action, thinking and relevance as the criterion to judge customer satisfaction, and concludes that customer satisfaction is higher. Basically reached the customer's psychological expectation value; In terms of economic benefits of the club, the eastern fitness club through the implementation of experience marketing strategy, its economic benefits have been greatly improved. The implementation guarantee of Wenzhou Oriental Fitness Club includes: the construction of club brand culture and management concept; the strengthening of experience marketing system construction; the promotion of staff service skills and consciousness; the establishment of customer feedback platform.
【學位授予單位】：溫州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G812.17
本文編號：2428964
[Abstract]:In this paper, the potential customers of 12 stores of Dongfang Fitness Club in Wenzhou were investigated, and 50 customer questionnaires were distributed to each shop. A total of 600 questionnaires were distributed. The methods of literature, mathematical statistics and questionnaire survey were used. Interview method and logical analysis method are used to investigate and analyze the experiential marketing strategy of Oriental Fitness Club in the process of marketing using experiential marketing theory. The results show that: 1. The customer is the object of the experience marketing strategy of the fitness club. Through the analysis and investigation of the experience marketing strategy of the fitness club, it is found that the number of women is more than that of the male, and the age characteristics of the experience marketing object are mostly between 25 and 46 years old. This shows that fitness clubs have great potential to include male potential customers and potential customers outside the 25-46 age range; 2. Coaches are implementers of experiential marketing strategy, and their academic background, teaching age and experience have a certain impact on the implementation of experiential marketing strategy. The article found that: the age of coaches tend to be younger; the overall education of fitness coaches is relatively high; the teaching years of coaches in 1-3 years in the majority; 3. Managers play an important role in the planning of experiential marketing strategy. The research shows that the number of male managers is in the majority; the age of managers tends to be younger; Managers of sports and other professions are relatively more, while the management profession is relatively small. 4. 4. Wenzhou Oriental Fitness Club in the design experience marketing strategy to respect, commitment, cognition, trust as the theme, customer contact point, product experience, service, internal and external environment design. 5. In the implementation of experience marketing strategy, Wenzhou Oriental Fitness Club starts from three stages: attracting customers, interacting with customers and retaining customers, so that customers can participate fully. 6. In the evaluation and analysis of experience marketing strategy, Wenzhou Oriental Fitness Club analyzes and evaluates the satisfaction of customer experience and the economic benefits of Oriental Fitness Club from the point of view of customer experience satisfaction and economic benefits of Oriental Fitness Club. Among them, in customer experience satisfaction, the article draws lessons from Byrd Schmidt's theory, takes emotion, feeling, action, thinking and relevance as the criterion to judge customer satisfaction, and concludes that customer satisfaction is higher. Basically reached the customer's psychological expectation value; In terms of economic benefits of the club, the eastern fitness club through the implementation of experience marketing strategy, its economic benefits have been greatly improved. The implementation guarantee of Wenzhou Oriental Fitness Club includes: the construction of club brand culture and management concept; the strengthening of experience marketing system construction; the promotion of staff service skills and consciousness; the establishment of customer feedback platform.
【學位授予單位】：溫州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G812.17
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