题 目 维柯健身俱乐部营销推广研究 摘要随着世界经济一体化的发展，中国 GDP 迅猛增长，人民的生活质量和水平明显提升，特别是 2008 年北京举办奥运会之后，体育运动健身成为一股热潮。国民健身意识高涨，全国性的大中小型健身会所蓬勃发展，而各地方的健身会所如何进行营销推广从而形成品质好、服务优的运营企业成为重中之重。对维柯健身采用实地考察、文献资料和个案分析等研究方法，对潍坊科技学院维柯健身俱乐部的营销推广进行研究。结果发现维柯健身俱乐部在营销推广方面存在营销手段传统落后、经营课程与宣传失当、会员卡设置过少导致的客户关系混乱等突出问题。在深入分析导致以上问题基础之上，有针对性地提出了完善网络营销，增加线上销售渠道、优化课程开展，提升品牌竞争力、整合客户动态信息，提升服务档次等解决对策。对维柯健身俱乐部研究结论可作为维柯健身俱乐部扩大市场占有率、会员续会率的决策依据，也可供其他同类企业在管理运营健身美容等服务性会所问题时参考。关键词：高校；维柯健身俱乐部；营销推广IAbstractWith the development of world economic integration, China's GDP has been growing rapidly, and the quality and standard of people's life has been significantly improved. Especially after the 2008 Beijing Olympic Games, sports and fitness has become a craze. The national fitness consciousness is high, the national fitness clubs of small and medium size are flourishing, and the local fitness clubs how to carry out marketing promotion to form a good quality, excellent service operation enterprises become the top priority. The marketing promotion of weifang university of science and technology weifang university of science and technology weike fitness club was studied by means of field investigation, literature and case analysis. The results show that vico health club has some prominent problems in marketing, such as backward traditional marketing methods, improper management courses and publicity, and disordered customer relations caused by too few membership CARDS. ...
