本科毕业设计（论文）未来星乒乓球俱乐部营销策略诊断分析 WEILAIXING table tennis club diagnostic analysis marketing strategy in the future 内容摘要□□近年来，业余乒乓球俱乐部如雨后春笋，不断涌现。同时，业余俱乐部相关运营中的各类问题也先后显现。乒乓球俱乐部的管理及运营形式缺乏规范性的理论支持，只着眼于眼前利益的俱乐部使消费者寒心等问题。对于经营型的业余俱乐部，尤其是小规模的俱乐部，要如何在体育事业发展的大好背景下，把握机会，稳定持续的发展?本文将此作为研究方向，以未来星乒乓球俱乐部典型的小规模经营型业余俱乐部作为研究对象，进一步探索怎样俱乐部保持稳定发展的问题经过多年努力，未来星乒乓球俱乐部已逐步成熟，且以积累一定的忠实顾客，但在发展过程中，该俱乐部发展处于缓慢状态，面临竞争者较大的威胁，出现产品同质化严重、营销策略不健全、服务流程不完善、客户关系管理不规范等问题。本文运用服务营销原理、营销策略理论等相关知识，从服务产品、品牌营销、广告宣传、服务接触、客户关系管理等角度提出对策与建议，从而期待对已有问题有所改善。□□关键词：业余乒乓球俱乐部 服务营销 营销策略 客户关系管理Abstract□In recent years, the amateur table tennis club have mushroomed. At the same time, all kinds of problems in amateur club related operation successively. Table tennis club management and operation form lack of normative theory support, focus on the immediate interests of the club only make consumers chilling. For enterprising amateur club, especially small club, how to under the great background of the development of undertakings of physical culture and sports, grasp the opportunity, stable and continuous development? In this paper as the research direction, this in the future star table tennis club is a typical small-scale enterprising amateur clubs as the research object, further explore how to keep stable development clubAfter years of efforts, the future star table tennis club has gradually mature, and accumulated a certain amount of loyal cust...
