本文選題：瑜伽 + 經(jīng)營(yíng)策略　； 參考：《西南交通大學(xué)》2016年碩士論文

【摘要】：健身產(chǎn)業(yè)目前正處于快速發(fā)展時(shí)期,無(wú)疑中國(guó)市場(chǎng)正逐漸成為世界上最大的商業(yè)休閑健身市場(chǎng)。全國(guó)的健身場(chǎng)館數(shù)量每年在以5%的速度遞增,中國(guó)健身產(chǎn)業(yè)逐漸形成并蓬勃發(fā)展,整體的行業(yè)規(guī)模也在不斷增大。隨著現(xiàn)代都市人對(duì)于健康重視度的提高,同時(shí)由于瑜伽這一運(yùn)動(dòng)對(duì)于人體身心健康的良好功效,瑜伽健身受到越來(lái)越多人的親睞,瑜伽行業(yè)也隨之逐漸發(fā)展。但是由于瑜伽行業(yè)并沒(méi)有發(fā)展太長(zhǎng)時(shí)間,同時(shí)缺乏行之有效的經(jīng)營(yíng)策略以及成熟的體驗(yàn)營(yíng)銷策略,目前我國(guó)瑜伽場(chǎng)館的經(jīng)營(yíng)及發(fā)展水平呈現(xiàn)良莠不齊的狀態(tài),整個(gè)行業(yè)還處于初級(jí)發(fā)展階段。本文針對(duì)成都市目前瑜伽館發(fā)展現(xiàn)狀以及在體驗(yàn)營(yíng)銷方面的現(xiàn)狀進(jìn)行實(shí)地調(diào)查,并將現(xiàn)有瑜伽館存在的類型進(jìn)行分類：高端、中高端、中端、以及低端瑜伽館,對(duì)不同類型瑜伽館的經(jīng)營(yíng)以及體驗(yàn)營(yíng)銷現(xiàn)狀進(jìn)行了詳細(xì)分析及總結(jié)；同時(shí)針對(duì)目前瑜伽館的練習(xí)人群以及瑜伽老師進(jìn)行了問(wèn)卷調(diào)研及訪談,了解他們的需求及現(xiàn)狀�；谝陨蠈�(shí)地調(diào)研以及問(wèn)卷調(diào)研的結(jié)果,提出目前成都瑜伽館發(fā)展中,在瑜伽館經(jīng)營(yíng)、瑜伽教練、瑜伽館客群方面存在的問(wèn)題與制約因素,通過(guò)借鑒一些在經(jīng)營(yíng)及體驗(yàn)營(yíng)銷方面做得好的企業(yè)案例,提出針對(duì)成都瑜伽館在：品牌及形象體驗(yàn)、場(chǎng)館規(guī)劃及氛圍營(yíng)造體驗(yàn)、教練團(tuán)隊(duì)、瑜伽館工作人員、瑜伽平臺(tái)、瑜伽練習(xí)者等方面的建議。
[Abstract]:The fitness industry is in a period of rapid development. Undoubtedly, the Chinese market is becoming the largest commercial leisure fitness market in the world. The number of gymnasiums and gymnasiums in China is increasing at the rate of 5% every year. China's fitness industry has gradually formed and flourished, and the overall scale of the industry is also increasing. With the improvement of modern city people's attention to health, and because of the good effect of yoga on the physical and mental health of human body, yoga fitness has been favored by more and more people, and the yoga industry has developed gradually. However, due to the fact that the yoga industry has not developed for too long, and lacks effective management strategies and mature experience marketing strategies, the management and development level of yoga venues in our country is in a state of mixed good and bad at present. The whole industry is still in the primary stage of development. This article carries on the field investigation to the present situation of the Yoga development and the experience marketing aspect in Chengdu, and carries on the classification to the existing Yoga existence type: the high-end, the middle-end, the middle-end, and the low-end yoga studio, The management and experience marketing of different types of Yoga are analyzed and summarized in detail. At the same time, questionnaires and interviews are conducted for the practice crowd and yoga teachers in Yoga to understand their needs and current situation. Based on the results of the field investigation and questionnaire survey, this paper points out the existing problems and constraints in the development of Chengdu Yoga, in the aspects of Yoga management, yoga instructor, Yoga guest group. By referring to some enterprise cases that have done well in management and experience marketing, this paper puts forward some suggestions for Chengdu Yoga: brand and image experience, venue planning and atmosphere building experience, coaching team, Yoga staff, Yoga platform, etc. Advice on yoga practitioners, etc.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F719;F715.5

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 他富路;;淺析體驗(yàn)營(yíng)銷[J];東方企業(yè)文化;2012年02期

2 余世仁;體驗(yàn)營(yíng)銷的特點(diǎn)與策略[J];重慶廣播電視大學(xué)學(xué)報(bào);2005年03期

3 陳律;;淺談體驗(yàn)營(yíng)銷[J];現(xiàn)代企業(yè)教育;2008年10期

4 張寒;;體驗(yàn)營(yíng)銷的正確認(rèn)識(shí)及價(jià)值發(fā)現(xiàn)[J];今日南國(guó)(理論創(chuàng)新版);2009年05期

5 黃謙明;;電信顧客在體驗(yàn)營(yíng)銷中的價(jià)值創(chuàng)造[J];價(jià)格月刊;2009年04期

6 劉厚鈞;;第一代獨(dú)生子女成熟消費(fèi)群的形成與企業(yè)營(yíng)銷[J];經(jīng)濟(jì)師;2006年04期

7 顧偉;;體驗(yàn)營(yíng)銷背景下的促銷策略研究[J];中國(guó)商貿(mào);2012年25期

8 李英;;體驗(yàn)營(yíng)銷在汽車業(yè)中的應(yīng)用[J];中國(guó)高新技術(shù)企業(yè);2007年09期

9 范明明;;試論體驗(yàn)營(yíng)銷中的感覺(jué)運(yùn)用[J];商場(chǎng)現(xiàn)代化;2006年13期

10 范忠;;體驗(yàn)營(yíng)銷的實(shí)施[J];商場(chǎng)現(xiàn)代化;2005年28期

相關(guān)會(huì)議論文 前1條

1 高艷麗;;淺析我國(guó)零售企業(yè)的體驗(yàn)營(yíng)銷創(chuàng)新[A];“商業(yè)改革與創(chuàng)新發(fā)展”學(xué)術(shù)研討會(huì)暨“衡水老白干杯”征文頒獎(jiǎng)活動(dòng)論文集[C];2010年

相關(guān)碩士學(xué)位論文 前3條

1 高一航;汽車品牌傳播策略研究[D];陜西師范大學(xué);2015年

2 李艷;成都市瑜伽館的經(jīng)營(yíng)與體驗(yàn)營(yíng)銷優(yōu)化研究[D];西南交通大學(xué);2016年

3 曾中南;英大人壽Z公司體驗(yàn)營(yíng)銷模式的構(gòu)建[D];廈門大學(xué);2014年

，

本文編號(hào)：1831222