本文關(guān)鍵詞： 成都市 商業(yè)健身俱樂部 消費(fèi)人群 健身目標(biāo)定位　出處：《四川師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：成都是四川省的省會城市,是西部重要的經(jīng)濟(jì)中心,近年來在政策的導(dǎo)向下商業(yè)健身俱樂部也快速發(fā)展,俱樂部數(shù)量持續(xù)增長。但與東部地區(qū)特別是北京、上海等地區(qū)相比,商業(yè)健身俱樂部的經(jīng)營質(zhì)量還有很大差距,特別是在營銷環(huán)節(jié)和服務(wù)環(huán)節(jié)做得比較脫軌。了解消費(fèi)者的健身動機(jī)及消費(fèi)需求,科學(xué)進(jìn)行市場細(xì)分,改善并提高服務(wù)質(zhì)量,提高消費(fèi)者對俱樂部的滿意度,是當(dāng)前及未來相當(dāng)長一段時(shí)間內(nèi)成都市商業(yè)健身俱樂部面臨的共同問題。本研究采用文獻(xiàn)資料法、專家訪談法、調(diào)查問卷法、數(shù)理統(tǒng)計(jì)法和邏輯分析法等研究方法,通過對成都市4個(gè)等級、8家商業(yè)健身俱樂部531名消費(fèi)者的系統(tǒng)調(diào)查,了解成都市商業(yè)健身俱樂部不同性別、不同年齡、不同職業(yè)等的健身人群的健身目標(biāo),了解不同消費(fèi)群體健身目標(biāo)的差異。在此基礎(chǔ)上,以消費(fèi)者需求為導(dǎo)向,對成都市商業(yè)健身俱樂部的發(fā)展經(jīng)營策略以及未來的發(fā)展趨勢走向提供建設(shè)性的建議,使成都市健身產(chǎn)業(yè)得到升級。研究有助于豐富商業(yè)健身俱樂部消費(fèi)者方面的理論研究體系,同時(shí)能幫助商業(yè)健身俱樂部更加清晰的了解消費(fèi)者需求,對于商業(yè)健身俱樂部因地制宜的進(jìn)行銷售以及挖掘潛在客戶具有積極作用,提高俱樂部的銷售質(zhì)量,對于促進(jìn)成都市商業(yè)健身俱樂部及整個(gè)健身產(chǎn)業(yè)的良性發(fā)展也有一定的現(xiàn)實(shí)意義。通過研究,得到如下基本結(jié)論:1、2016年成都市商業(yè)健身俱樂部的消費(fèi)者女性多于男性,主要集中在19-35歲的中青年,職業(yè)主要是公務(wù)人員、教師、個(gè)體人員和管理人員,學(xué)歷主要集中在大專或本科,月收入以2791-8000元為主,每周健身以3-4次為主。2、2016年成都市商業(yè)健身俱樂部的消費(fèi)需求呈現(xiàn)出顯著的多樣性、差異性和發(fā)展性特征,健身目標(biāo)定位主要集中在強(qiáng)身健體、愉悅身心、提高技能、改善形體、健身喜好、減肥及促進(jìn)交際等方面。3、在2016年成都市商業(yè)健身俱樂部的消費(fèi)群體中,不同性別、年齡、職業(yè)、學(xué)歷及不同收入情況的消費(fèi)群體健身目標(biāo)定位有一定差異。在性別方面,女性消費(fèi)群體更加重視通過體育鍛煉來塑造美好的形體,達(dá)到減肥目的,男性更多的希望通過體育鍛煉來愉悅身心;在年齡方面,年輕消費(fèi)群體選擇健身喜好、提高技能的比例較高,而其余三個(gè)年齡階段為了愉悅身心的比例較高,同時(shí)在強(qiáng)身健體這一比例的選擇上明顯要高于年輕群體;在職業(yè)方面,強(qiáng)身健體是工人的主要鍛煉動機(jī),管理人員和教師等在減肥目標(biāo)的選擇上比例明顯高于其他職業(yè)的消費(fèi)群體,公務(wù)員選擇到健身俱樂部愉悅身心的比例較高,而個(gè)體選擇促進(jìn)交際的比例明顯高于其他職業(yè),學(xué)生在健身愛好、提高技能的選擇上明顯高于其他職業(yè)的消費(fèi)群體;在學(xué)歷、收入方面,學(xué)歷越高、收入水平越高的消費(fèi)群體其健身目標(biāo)約多樣化,低學(xué)歷、低收入群體更重視體育鍛煉的本體功能。建議成都市商業(yè)健身俱樂部在健身器材的設(shè)置,健身教練的安排方面,可以有針對性的采取有效的調(diào)整,當(dāng)然各個(gè)城市的人員結(jié)構(gòu)不同,健身房的周邊環(huán)境也大不相同,有時(shí)候傾聽消費(fèi)者的需求才是最好的營銷策略。
[Abstract]:Chengdu is the capital city of Sichuan Province, is an important economic center in the west, in recent years in the policy under the guidance of the commercial fitness club has developed quickly. The club continued growth in the number. But the eastern area and especially in Beijing, compared with Shanghai and other regions, the Commercial Fitness Club, there is a great gap between the camp quality, especially did a derailment in the marketing and service sectors. To understand consumer fitness motivation and consumer demand, scientific market segmentation, and improve service quality, improve customer satisfaction for the club, is a common problem for current and future for a long period of time of Commercial Fitness clubs in Chengdu. This study used the method of literature, expert interviews the research method, questionnaire method, mathematical statistics and logical analysis, through 4 levels of Chengdu City, 8 Commercial Fitness Clubs of 531 consumers. The investigation and understanding of Chengdu City Commercial Fitness Club of different gender, different age, different occupation and fitness crowd fitness goals, to understand the difference between different consumer groups fitness goals. On this basis, to consumer demand, the development strategy of Chengdu City Commercial Fitness Club and the development trend in the future to provide constructive make recommendations, the fitness industry in Chengdu city has been upgraded. The research is helpful to enrich the Commercial Fitness Club consumer theory research system, at the same time can help the Commercial Fitness Club consumer demand solutions more clearly, for the Commercial Fitness Club local sales and mining potential customers have a positive effect, improve the quality of the club sales, also have a certain the practical significance for the promotion of the healthy development of Chengdu City Commercial Fitness Club and the fitness industry through. Research conclusions are as follows: 12016 years of Chengdu City Commercial Fitness Club consumer more women than men, mainly concentrated in the 19-35 years old. The main occupation is civil servants, teachers, individual and management personnel, mainly concentrated in the college or university degree, monthly income in 2791-8000 yuan, mainly to 3-4 times weekly fitness commercial fitness clubs in Chengdu city.22016 years of consumer demand showing significant diversity, difference and development characteristics, positioning focused fitness goals in physical fitness, mental and physical pleasure, enhance skills, improve physical fitness, diet preferences, and promote the communication and other aspects of.3, in 2016 Chengdu City Commercial Fitness Club consumer groups in different gender, age, occupation, education and fitness consumer groups targeting different income have some differences. In terms of gender, female consumers pay more attention to. After exercise to create a beautiful body, achieve the purpose of weight loss, more men hope through physical exercise to mental and physical pleasure; in terms of age, young consumer groups choose fitness preferences, improve the skills of the higher proportion, while the remaining three age stages for pleasure at the same time the higher proportion of the proportion in physical fitness selection significantly higher than the young group; in the occupation, physical fitness is the main motivation of workers, managers and teachers in the choice of target weight ratio was significantly higher than other occupation of the consumer groups, public servants choose to fitness club pleasure higher proportion and individual choice to promote communication ratio was significantly higher than other occupation. The students in the fitness hobbies, improve the skills of the choice of occupation was significantly higher than that of other consumer groups; in education, income, higher education, higher income levels Consumer groups the fitness goals about diversification, low education, low income groups pay more attention to the body function of physical exercise. Suggestions for Chengdu City Commercial Fitness Club in the fitness equipment settings, fitness coach arrangement, can be targeted to take effective adjustment of personnel structure of each city is different, the surrounding environment is also a gym not the same, sometimes listening to the needs of consumers is the best marketing strategy.

【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G812.17

【參考文獻(xiàn)】

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本文編號：1453402