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针对人们的消费倾向和消费心理,体验营销越来越多地引起企业关注。在“花钱买健康”的消费观念兴起的商业体育俱乐部以开展健身体育为主的消费场所已经成为国内体育产业中的一个发展势头迅猛、市场潜力巨大的新兴服务行业。本文采用文献资料法、访谈法、实地考察等方法分析商业体育俱乐部实施体验营销价值与策略。分析商业体育俱乐部实施体验营销的现状以及存在的问题并提出策略,从而推动商业性体育俱乐部的经营开发。
For people’s propensity to consume and consumer psychology, experiential marketing more and more attracted business attention. In the “spending money to buy health” concept of the rise of commercial sports clubs to carry out fitness-based consumer sports venues has become the rapid development of the domestic sports industry, the huge potential market emerging service industries. This article analyzes the value and tactics of experiential marketing in commercial sports clubs by means of literature review, interview and field investigation. The status quo and existing problems of experiential marketing in commercial sports clubs are analyzed and strategies are put forward so as to promote the operation and development of commercial sports clubs.