长沙大力健身俱乐部开业营销策划方案分析研究 市场营销专业VIP专享VIP免费

摘要经济的发展促使人民生活水平的提高、余暇时间的增多，但与此同时，由于工作压力增大，不良饮食习惯，环境污染等等原因，使得“亚健康”的情况越发严重，甚至威胁人的生命，健康问题引起了越来越多现代人的广泛关注。人们对健康的不断追求，“花钱买健康”的观念也不断深入，促使了体育产业的迅猛发展，其中，商业健身俱乐部以其良好的运动氛围、丰富的锻炼内容、专业的健身指导等特点逐渐得到了广大健身爱好者的认可与青睐，如雨后春笋不断涌现，国外一些大型健身俱乐部集团也开始抢滩中国市场，这就使得健身俱乐部的竞争日趋激烈。本次研究针对长沙大力健身俱乐部2019开业，提出方案，旨在通过开业庆典活动向会员们展示长沙大力健身俱乐部舒适的运动氛围、完善的健身器械以及周全的服务，给会员们留下良好的初始印象，在周边起到积极的宣传作用。关键词：俱乐部开业营销策划宣传AbstractEconomicdevelopmentpromotestheimprovementofpeople'slivingstandards,theincreaseinleisuretime,butatthesametime,becauseofworkpressure,poordiet,environmentalpollutionandsoonreasons,makesthe"sub-health"increasinglyserious,andevenendangerpeople'slives,healthproblemshasattractedmoreandmoremodernpeople'swidespreadattention.Peoplethepursuitofbetterhealth,"spendmoneytobuyhealth"conceptalsounceasinglythoroughly,contributedtotherapiddevelopmentofsportsindustry,amongthem,thecommercialfitnessclubtoexerciseitsgoodsportsatmosphere,richcontentandprofessionalfitnessinstructorgraduallyobtainedtherecognitionandfavorofthemajorityoffitnessenthusiasts,havemushroomed,foreignsomebigfitnessclubgroupissettobreakintotheChinesemarket,thismakesthefitnessclubcompetition.Vigorouslyfitnessclubopenedin2019,thestudyonchangshaschemeisputforward,throughopeningcelebrationshowmemberschangshastrongfitnessclubsportsatmosphereofcomfortable,perfectequipmentandconsiderateservice,agoodinitialimpressiononmembers,inthesurroundingplayapositiveroleinpromoting.Keywords:clubopeningmarketingplanningpublicity.目录摘要...........................................................IABSTRACT......................................................II目录.........................................................III第一章绪论....................................................11.1课题的背景和意义.......................................11.1.1研究的背景.........................................11.2.2研究意义...........................................11.2国内外相关研究.........................................11.2.1国外相关研究.......................................11.2.2国内相关研究.......................................21.3研究内容...............................................2第二章大力健身俱乐部营销环境与市场定位分析..................22.1大力健身俱乐部营销环境分析.............................22.1.1大力健身俱乐部的优势................................22.1.2大力健身俱乐部所面临的机会..........................32.2大力健身俱乐部市场定位分析.............................32.2.1市场细分............................................32.2.2市场定位............................................4第三章长沙大力健身俱乐部2019开业策划方案.....................43.1活动当天安排内容.......................................43.2设置游戏环节内容.......................................53.3开业具体活动流程.......................................5参考文献.......................................................6致谢...........................................................7第一章绪论1.1课题的背景和意义1.1.1研究的背景随着我国市场经济的发展人们的生活水...