摘要
采用文献资料、实地考察、专家访谈、案例研究等方法,研究了健身俱乐部体验营销策略的框架构建、路径选择和典型案例.结果表明:健身俱乐部体验营销策略的基本框架应从健身消费者的需要出发,整合感官式、情感式、思考式、行动式、关联式5个层面的策略方案,形成个体认知→情感介入→付诸行动→获得自尊的渐进过程;通过主题设计和品牌传播路径,实现体验营销的目标.在此基础上,通过实证研究,对中体倍力健身俱乐部运用体验营销的实效性进行了检验,为健身俱乐部运用体验营销策略提供了可资借鉴的成功范例;为健身俱乐部营销的良性运行和健康发展提供理论支持和经验借鉴.
Framework buildup, path option and case empirical research had been carried out on fitness club experience marketing strategy through multiple methods of research like literature data, field visit, interview and case studies. As indicated by the research result, the basic framework of fitness club experience marketing strategy was based on fitness consumers＇ specific needs covering five aspects of strategy-planning which include sense, emotion, thought, behavior and correlation. It was also a gradual process of four steps ： personal recog- nition, emotional involvement, action and obtaining self-respect. Meanwhile it was raised that subject design and brand spreading were paths for realizing fitness club experience marketing strategy. On such basis, by conducting empirical research on CSI-Bally Total Fitness, the effectiveness of the marketing used in fitness club was tested, and a successful case for reference was provided for the fitness club experience marketing which provided theoretical support and experimental evidence for good operation and healthy development of fitness clubs.
出处
《浙江师范大学学报（自然科学版）》
CAS
2016年第3期346-350,共5页
Journal of Zhejiang Normal University:Natural Sciences
基金
浙江省教育厅科研项目(Y201226007)
