本文選題：營銷環(huán)境分析 + 營銷組合��； 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：隨著我國居民可支配收入增多,消費(fèi)水平提高,以及消費(fèi)觀念的轉(zhuǎn)變,人們更加講究生活質(zhì)量,看重身體素質(zhì)提升以及形體塑造,加之國家對(duì)于國民體育健身運(yùn)動(dòng)的重視和支持,越來越多的人出于各種原因?qū)w育健身產(chǎn)生需求,健身行業(yè)從業(yè)者數(shù)量上升,家庭和商業(yè)對(duì)體育健身設(shè)備的需求均不斷上升,健身設(shè)備市場表現(xiàn)出良好發(fā)展勢頭。在這種背景之下,本文將以現(xiàn)代營銷理論為基礎(chǔ),將H公司健身設(shè)備作為研究對(duì)象,通過營銷策略優(yōu)化研究尋求增強(qiáng)其市場競爭力的有效方法。本文進(jìn)行了H公司健身設(shè)備山東市場營銷策略優(yōu)化的研究,首先闡述進(jìn)行健身設(shè)備營銷研究的研究背景、研究意義及研究方法,對(duì)健身設(shè)備市場營銷相關(guān)概念進(jìn)行界定;接著詳細(xì)分析H公司健身設(shè)備市場營銷發(fā)展現(xiàn)狀,進(jìn)行營銷問題診斷;再針對(duì)H公司山東市場進(jìn)行營銷環(huán)境分析,了解其所處宏觀環(huán)境及微觀環(huán)境,并對(duì)家用、商用、戶外三個(gè)主要目標(biāo)客戶需求進(jìn)行分析,運(yùn)用SWOT分析綜合考慮得出H公司健身設(shè)備山東市場營銷發(fā)展的優(yōu)勢和劣勢、機(jī)會(huì)和威脅,并提出相應(yīng)對(duì)策;之后根據(jù)市場營銷組合理論從產(chǎn)品、價(jià)格、渠道和促銷四個(gè)方面對(duì)H公司進(jìn)行山東市場的營銷策略的分析與優(yōu)化;最后對(duì)H公司健身設(shè)備山東市場營銷策略的具體實(shí)施提出合理的可操作性建議。
[Abstract]:With the increase of disposable income, the improvement of consumption level and the change of consumption concept, people pay more attention to the quality of life, the improvement of physical quality and the shaping of body. In addition, the state attaches importance and support to the national sports fitness campaign, more and more people have a demand for sports fitness for a variety of reasons, the number of practitioners in the fitness industry has increased, and the family and business demand for sports fitness equipment has been rising. Fitness equipment market shows a good momentum of development. Under this background, based on the modern marketing theory, this paper will take the fitness equipment of H Company as the research object, and seek an effective method to enhance its market competitiveness through the research of marketing strategy optimization. This paper carries on the research on the optimization of the marketing strategy of the fitness equipment in Shandong of H Company. Firstly, the research background, significance and research method of the research on the marketing of the fitness equipment are expounded, and the related concepts of the marketing of the fitness equipment are defined. Then it analyzes the current situation of H company's fitness equipment marketing in detail, diagnoses the marketing problems, and then analyzes the marketing environment of H company's Shandong market to understand its macro and micro environment, and to the domestic, commercial, The outdoor three main target customers' needs are analyzed, and the advantages and disadvantages, opportunities and threats of Shandong's fitness equipment marketing development of H company are obtained by using SWOT analysis, and the corresponding countermeasures are put forward. Then according to the theory of marketing combination, the author analyzes and optimizes the marketing strategy of H company from four aspects: product, price, channel and promotion. Finally, the author puts forward reasonable operable suggestions to implement the marketing strategy of H company's fitness equipment in Shandong province.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 閻藝;;常見戶外健身器存在問題分析[J];科技風(fēng);2016年19期

2 李琪;鹿欽禮;孫琪;劉文卿;孫業(yè)竣;葛軒赫;劉雪姍;陳冠宇;;節(jié)能環(huán)保型健身器材的開發(fā)與研制[J];黑龍江科技信息;2016年21期

3 ;山東省體育健身器材行業(yè)“十三五”發(fā)展規(guī)劃[J];中國集體經(jīng)濟(jì);2016年14期

4 鄧宏;王玉榮;;顧客需求獲取方式對(duì)顧客價(jià)值的影響[J];技術(shù)經(jīng)濟(jì);2016年03期

5 江喜林;董亮;易艷春;;獨(dú)立許可、專利池與一體化:累積創(chuàng)新中的廠商行為[J];中國科技論壇;2016年02期

6 陳坤;;市場營銷組合及其影響因素探討[J];時(shí)代金融;2015年06期

7 林燕榮;李春君;;新商業(yè)環(huán)境下體育健身產(chǎn)業(yè)價(jià)值鏈分析[J];體育研究與教育;2014年04期

8 李妍;;市場營銷組合策略研究[J];知識(shí)經(jīng)濟(jì);2012年13期

9 劉蓓;彭林;;市場營銷組合理論模式的演變與發(fā)展研究綜述[J];市場論壇;2012年03期

10 蘇睿;;國外體育健身休閑產(chǎn)業(yè)發(fā)展現(xiàn)狀與啟示——關(guān)于加快發(fā)展我國體育健身休閑產(chǎn)業(yè)的思考[J];西安體育學(xué)院學(xué)報(bào);2012年01期

相關(guān)碩士學(xué)位論文 前2條

1 田文濤;網(wǎng)絡(luò)化健身管理系統(tǒng)設(shè)計(jì)與實(shí)現(xiàn)[D];南昌大學(xué);2016年

2 劉洋;智能化健身器械的研究與應(yīng)用設(shè)計(jì)[D];中國科學(xué)技術(shù)大學(xué);2015年

，

本文編號(hào)：1784568