本文選題：4P理論 + 4C理論��； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：近年來,濟(jì)南市經(jīng)濟(jì)持續(xù)發(fā)展,人民生活水平不斷提高,社會經(jīng)濟(jì)快速發(fā)展,加上全民健身計(jì)劃綱要的全面實(shí)施,08年奧運(yùn)會舉辦的體育熱潮和09年全運(yùn)會的成功申辦,泉城人民群眾在基本生存需要得到滿足的同時(shí)更追求多層次、多形式的個性化體育消費(fèi),為體育消費(fèi)市場提供了很大的發(fā)展空間。在所有的體育消費(fèi)中,游泳消費(fèi)的投資占到很大的比例,同時(shí),青少年參加游泳培訓(xùn)也在逐漸的火熱起來。游泳培訓(xùn)的消費(fèi)占到很重要的位置。但濟(jì)南市游泳培訓(xùn)還處于不成熟階段,培訓(xùn)機(jī)構(gòu)本身還存在著各方面的缺陷,教練員的質(zhì)量也不能得到保障,這就使得消費(fèi)者對培訓(xùn)機(jī)構(gòu)不滿意,濟(jì)南市游泳培訓(xùn)機(jī)構(gòu)也不能如愿的招收學(xué)員,同時(shí)因?yàn)橄M(fèi)者在一定程度上的不足也不能實(shí)現(xiàn)培訓(xùn)機(jī)構(gòu)和消費(fèi)者本身的利益最大化。 培訓(xùn)機(jī)構(gòu)、消費(fèi)者兩者是相互聯(lián)系的。本文通過問卷調(diào)查法,文獻(xiàn)資料法,專家訪談法,數(shù)理統(tǒng)計(jì)法等對濟(jì)南市26家場所暑期游泳培訓(xùn)情況進(jìn)行了調(diào)查,根據(jù)4P和4C理論中各因素所對應(yīng)的培訓(xùn)機(jī)構(gòu)和消費(fèi)者兩者的現(xiàn)狀進(jìn)行分析,研究兩者的基本現(xiàn)狀,了解濟(jì)南市青少年游泳培訓(xùn)的基本現(xiàn)狀并分析其中的不足和原因,提出相應(yīng)的可行性建議。 根據(jù)4P營銷理論和4C營銷理論各因素的對應(yīng)關(guān)系,在培訓(xùn)機(jī)構(gòu)和消費(fèi)者現(xiàn)狀分析的基礎(chǔ)之上,按用4C來思考,用4P來行動的宗旨,彌補(bǔ)青少年游泳培訓(xùn)營銷理論中忽視消費(fèi)者重要性的不足之處,盡可能滿足消費(fèi)者的需要。同時(shí),在消費(fèi)者大眾多樣性的需求市場下,彌補(bǔ)營銷理論中重視消費(fèi)者導(dǎo)向,忽視培訓(xùn)機(jī)構(gòu)競爭導(dǎo)向和利益導(dǎo)向的缺陷,達(dá)到培訓(xùn)機(jī)構(gòu)既贏得消費(fèi)者又長期擁有客戶關(guān)系的狀態(tài),在實(shí)現(xiàn)4P營銷策略組合和4C營銷策略組合在一定程度上的平衡的條件下,針對培訓(xùn)機(jī)構(gòu)本身和消費(fèi)者兩方面存在的不足和缺陷,對應(yīng)相應(yīng)的4P和4C中各因素,提出適合濟(jì)南市青少年游泳培訓(xùn)的營銷策略,實(shí)現(xiàn)消費(fèi)者和培訓(xùn)機(jī)構(gòu)利益最大化,為濟(jì)南市青少年游泳培訓(xùn)工作可持續(xù)發(fā)展提供相應(yīng)的對策和方法。
[Abstract]:In recent years, with the sustained development of Jinan's economy, the continuous improvement of people's living standards, the rapid development of social economy, and the comprehensive implementation of the outline of the National Fitness Program, the sports boom held at the 2008 Olympic Games and the successful bid for the 2009 National Games have been successful. At the same time, the people of Quancheng are pursuing multi-level and multi-form individualized sports consumption, which provides a great space for the development of sports consumption market. In all sports consumption, the investment of swimming consumption accounts for a large proportion, at the same time, young people to participate in swimming training is gradually hot. The expense of swimming training occupies a very important position. However, the swimming training in Jinan is still in an immature stage, and the training institutions themselves still have defects in all aspects, and the quality of coaches cannot be guaranteed, which makes consumers dissatisfied with the training institutions. Jinan swimming training institutions can not recruit students as desired, but also because of the lack of consumers in a certain extent can not achieve the maximum benefit of training institutions and consumers themselves. Training institutions and consumers are interlinked. This paper investigates the summer swimming training in 26 places in Jinan by means of questionnaire survey, literature review, expert interview, mathematical statistics and so on. Based on the analysis of the current situation of training institutions and consumers in 4P and 4C theory, this paper studies the basic status of both, understands the basic status of juvenile swimming training in Jinan, and analyzes the shortcomings and reasons. Put forward the corresponding feasibility suggestion. According to the corresponding relationship between 4P marketing theory and 4C marketing theory, on the basis of analyzing the current situation of training institutions and consumers, according to the purpose of using 4C to think, 4p to act, To make up for the deficiency of neglecting the importance of consumers in the marketing theory of juvenile swimming training, and to meet the needs of consumers as much as possible. At the same time, under the diverse demand market of consumers, we should make up for the defects of the marketing theory that attaches importance to the consumer orientation, neglects the competition orientation and the benefit orientation of the training institutions. Under the condition that the training organization not only wins the consumer but also has the customer relationship for a long time, under the condition that the 4P marketing strategy combination and the 4C marketing strategy combination are balanced to a certain extent, Aiming at the shortcomings and defects of the training institutions themselves and consumers, corresponding to the corresponding factors of 4P and 4C, this paper puts forward the marketing strategies suitable for juvenile swimming training in Jinan, so as to maximize the benefits of consumers and training institutions. To provide the corresponding countermeasures and methods for the sustainable development of juvenile swimming training in Jinan.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G861.1

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