本文關(guān)鍵詞： 北京市 籃球培訓機構(gòu) 營銷方案 依據(jù)　出處：《北京體育大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,隨著人們的個人經(jīng)濟收入的提高,體育消費觀和價值觀不斷增強。需要多種方式和渠道來滿足當下不斷增長的文化需求,體育娛樂成為首選。鑒于此,在全國興起以傳授技能為主的體育培訓業(yè),不同形式的體育培訓機構(gòu)相繼出現(xiàn)。一些個人或單位開始涉足體育市場,主要項目為游泳、羽毛球和籃球等,在我國體育產(chǎn)業(yè)快速發(fā)展的過程中體育培訓成為了新的增長點�；@球作為三大球之一,其培訓在體育培訓中占有重要地位�；@球運動至今有一百多年的歷史,隨著籃球運動在中國的不斷普及和發(fā)展,該運動的影響力正逐漸滲透到我們生活的方方面面,包括籃球運動裝備、器材以及籃球運動的賽事運作,培訓和推廣都得到了空前的發(fā)展。但是也存在一些不可忽視的問題,從北京籃球培訓市場來看,北京培訓市場不夠成熟,培訓公司作為培訓的中堅力量并未得到充分的發(fā)展。由于缺乏科學的市場營銷理論和營銷技術(shù)的引導(dǎo)與支持,目前北京市籃球培訓公司的市場營銷還處在一種粗放式、重視眼前利益忽視長遠考慮的關(guān)系營銷階段�？傮w的體育市場營銷水平距離國際知名體育公司還存在相當大的差距。針對以上問題,本研究試通過對北京籃球培訓市場以及體育營銷行業(yè)的特點進行分析研究,結(jié)合相關(guān)的營銷理論,為籃球培訓公司尋找合適的營銷組合方案,從而使北京籃球培訓公司得到持久、快速、穩(wěn)定的發(fā)展。研究中以北京籃球培訓公司為研究對象,結(jié)合研究者自身的專業(yè)特長,為北京籃球培訓的發(fā)展尋找合適的商業(yè)營銷組合方案,使其科學快速的發(fā)展。為我國籃球培訓市場的發(fā)展提供一定的理論和實踐依據(jù)。
[Abstract]:In recent years, with the increase of people's personal income, the concept of sports consumption and values have been strengthened. Sports entertainment is the first choice, which needs a variety of ways and channels to meet the growing cultural needs. In the national sports training industry, which focuses on imparting skills, different forms of sports training institutions have emerged one after another. Some individuals or units have begun to set foot in the sports market. The main items are swimming, badminton, basketball, and so on. In the process of rapid development of sports industry in China, sports training has become a new growth point. As one of the three big balls, basketball training plays an important role in sports training. Basketball has a history of more than 100 years. With the continuous popularization and development of basketball in China, its influence is gradually infiltrating into all aspects of our life, including basketball equipment, equipment and the operation of basketball games. Both training and promotion have experienced unprecedented development. However, there are also some problems that cannot be ignored. From the perspective of the Beijing basketball training market, the training market in Beijing is not mature enough. Training companies as the backbone of training have not been fully developed. Due to the lack of scientific marketing theory and marketing technology guidance and support, at present, the marketing of Beijing Basketball training Company is still in an extensive form. Attach importance to immediate interests and ignore the long-term consideration of the relationship marketing stage. There is still a considerable gap between the overall level of sports marketing and international well-known sports companies. Through the analysis of the characteristics of Beijing basketball training market and sports marketing industry, combining with the relevant marketing theory, this research tries to find a suitable marketing mix for the basketball training company. So that the Beijing Basketball training Company can get a lasting, rapid and stable development. In the research, the research takes the Beijing Basketball training Company as the research object and combines the researchers' own specialties. To find a suitable commercial marketing combination for the development of basketball training in Beijing, to make it develop scientifically and rapidly, and to provide some theoretical and practical basis for the development of basketball training market in China.
【學位授予單位】：北京體育大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G841

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本文編號：1542016