本文選題：4P理論 + 4C理論　； 參考：《山東大學》2013年碩士論文

【摘要】：近年來,濟南市經濟持續(xù)發(fā)展,人民生活水平不斷提高,社會經濟快速發(fā)展,加上全民健身計劃綱要的全面實施,08年奧運會舉辦的體育熱潮和09年全運會的成功申辦,泉城人民群眾在基本生存需要得到滿足的同時更追求多層次、多形式的個性化體育消費,為體育消費市場提供了很大的發(fā)展空間。在所有的體育消費中,游泳消費的投資占到很大的比例,同時,青少年參加游泳培訓也在逐漸的火熱起來。游泳培訓的消費占到很重要的位置。但濟南市游泳培訓還處于不成熟階段,培訓機構本身還存在著各方面的缺陷,教練員的質量也不能得到保障,這就使得消費者對培訓機構不滿意,濟南市游泳培訓機構也不能如愿的招收學員,同時因為消費者在一定程度上的不足也不能實現(xiàn)培訓機構和消費者本身的利益最大化。 培訓機構、消費者兩者是相互聯(lián)系的。本文通過問卷調查法,文獻資料法,專家訪談法,數(shù)理統(tǒng)計法等對濟南市26家場所暑期游泳培訓情況進行了調查,根據(jù)4P和4C理論中各因素所對應的培訓機構和消費者兩者的現(xiàn)狀進行分析,研究兩者的基本現(xiàn)狀,了解濟南市青少年游泳培訓的基本現(xiàn)狀并分析其中的不足和原因,提出相應的可行性建議。 根據(jù)4P營銷理論和4C營銷理論各因素的對應關系,在培訓機構和消費者現(xiàn)狀分析的基礎之上,按用4C來思考,用4P來行動的宗旨,彌補青少年游泳培訓營銷理論中忽視消費者重要性的不足之處,盡可能滿足消費者的需要。同時,在消費者大眾多樣性的需求市場下,彌補營銷理論中重視消費者導向,忽視培訓機構競爭導向和利益導向的缺陷,達到培訓機構既贏得消費者又長期擁有客戶關系的狀態(tài),在實現(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,針對培訓機構本身和消費者兩方面存在的不足和缺陷,對應相應的4P和4C中各因素,提出適合濟南市青少年游泳培訓的營銷策略,實現(xiàn)消費者和培訓機構利益最大化,為濟南市青少年游泳培訓工作可持續(xù)發(fā)展提供相應的對策和方法。
[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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G861.1

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本文編號：2050172