Y太极拳俱乐部营销策略研究摘要健康产业作为一项新兴朝阳产业，在崇尚休闲娱乐、重视健康的21世纪获得了发展良机。太极拳产业作为健康产业的一部分也迎来了良好的发展机遇。在社会主义市场经济体制下发展太极拳产业，要将政府作用与市场作用调整到一个合理的位置，使其形成合力推动太极拳产业快速、健康的发展。促进政府主导下的太极拳管理发展模式进行机构改革，实现职能转变，形成以公共服务为理念的政府管理发展模式，同时积极探索太极拳市场化经营模式，形成合理的市场经济型太极拳产业发展模式，使政府为主的公共服务型发展模式与市场为主的市场经济型发展模式相互促进，共同发展，形成推动太极拳产业发展的强劲动力。本文首先从政治经济，文化，人口，科技这五个方面分析了太极拳市场的宏观环境，然后通过五力模型分析了Y太极拳俱乐部的产业环境，再结合Y太极拳俱乐部的现状总结出其目前在市场营销方面存在的问题，主要包括：产品缺乏竞争力，定价策略存在失误，渠道建设有待加强，促销力度不够等，并通过数据和理论分析找到这些问题的原因，最后针对这些问题，提出了相应的产品策略，价格策略，渠道策略和促销策略，这样就能从整体的角度出发，为Y太极拳俱乐部找到良好的发展方向，并为太极拳产业的合理发展提供一些依据，为推动太极拳产业合理发展模式的形成提供参考。关键词：健康产业，太极拳俱乐部，营销，问题，对策AbstractAsanemergingsunriseindustry,thehealthindustryhasdevelopedagoodopportunityinthe21stcentury,whichadvocatesleisureandentertainmentandvalueshealth.Aspartofthehealthindustry,theTaiChiindustryhasalsousheredingooddevelopmentopportunities.TodeveloptheTaijiquanindustryunderthesocialistmarketeconomicsystem,itisnecessarytoadjusttheroleofthegovernmentandthemarkettoareasonableposition,sothatitcanformajointforcetopromotetherapidandhealthydevelopmentoftheTaijiquanindustry.Promotethegovernment-ledTaijiquanmanagementdevelopmentmodeltocarryoutinstitutionalreforms,realizefunctionaltransformation,formagovernmentmanagementdevelopmentmodelwithpublicserviceastheconcept,andactivelyexploretheTaijiquanmarket-orientedbusinessmodeltoformarationalmarketeconomy-styleTaijiquanindustrydevelopment.Themodelpromotesthegovernment-orientedpublicservicedevelopmentmodelandthemarket-orientedmarketeconomydevelopmentmodeltopromotemutualdevelopmentandformastrongdrivingforceforthedevelopmentoftheTaijiquanindustry.ThispaperfirstanalyzesthemacroenvironmentofTaijiquanmarketfromfiveaspects:politicaleconomy,culture,populationandscienceandtechnology.ThenitanalyzestheindustrialenvironmentofYTaijiquanclubthroughthefive-forcemodel,andthensummarizesthecurrentsituationofYTaijiquanclub.Atpresent,theproblemsinmarketingmainlyinclude:lackofcompetitivenessofproducts,errorsinpricingstrategies,needtostrengthenchannelconstruction,insufficientpromotion,etc.,andfindthereasonsfortheseproblemsthroughdataandtheoreticalanalysis.Finally,theseproblemsareraised.Withthecorrespondingproductstrategy,pricestrategy,channelstrategyandpromotionstrategy,wecanfindagooddevelopmentdirectionforYTaijiquanClubfromtheoverallperspective,andprovidesomebasisfortherationaldevelopmentofTaijiquanindustry,topromoteTaijiProvideareferencefortheformationofareasonabledevelopmentmodeloftheboxingindustry.Keywords:HealthIndustry;TaijiquanClub;Marketing;Problem;Countermeasure目录一绪论.............................................................1（一）选题背景..................................................1（二）研究目的与意义............................................11研究目的...................................................12研究意义...
