I论车城健身俱乐部的营销之道摘要随着中国经济的快速发展和城市人民生活水平的提高，越来越多的人的健康意识逐渐增强。2022年冬奥会成功申办，使全民健身逐步升级为国家战略，使中国成为全球最具潜力的健身市场。车城健身俱乐部是一家专注于提供健身服务的公司。随着行业竞争的加剧，成功的营销策略对保证自身竞争力具有特别重要的意义。对此，本文通过对国内外相关文献的认真回顾，整理出国内外一线营销相关的理论研究内容，并结合对健身房的现场调研，分析了公司目前的营销策略，然后找出其存在的问题和原因。最后，在此基础上提出了进一步完善车城健身俱乐部营销策略的对策，从产品，价格，渠道，促销等方面完善营销策略，帮助企业解决实际营销问题，在市场上保持良好的竞争力。关键词：车城健身俱乐部，营销策略，对策建议IIABSTRACTWiththerapiddevelopmentofChineseeconomyandtheurbanpeople'slivingstandardsimprove,moreandmorepeoplehealthconsciousnessgradually.The2022WinterOlympicsinBeijing'ssuccessfulbidtomakefitnessmoregraduallyrosetonationalstrategies.Atpresent,Chinahasbecometheworld'smostpotentialmarketoffitness.BeijingroseOrientalSportsDevelopmentCenterisafocusonprovidinghealthservices,withtheintensificationofcompetitionintheindustry,inordertoensureitscompetitiveness,successfulmarketingstrategyisparticularlyimportant.Inthisregard,thepapercarefullyreviewtherelevantliteratureathomeandabroad,organizeprofessionalanalysisofcutting-edgemarketingtheoryresearchathomeandabroad,combinedwithfieldworkresearchgym,toanalyzethecompanycurrentlyimplementedspecificmarketingstrategy,andthenfinditsproblemsandthecauseoftheproblem.Finally,onthisbasis,weproposetofurtherimprovecountermeasuresBeijingroseOrientalSportsDevelopmentCentermarketingstrategy,product,price,placeandpromotionfouraspectstoimprovethecorporatemarketingstrategytohelpenterprisessolvemarketingproblemsactuallyexist,andmoregoodtomaintainagoodcompetitiveedgeinthemarketplace.Keywords:ChechengFitnessClub,marketingstrategy,countermeasuresandsuggestionsIII目录摘要...................................................................IABSTRACT...............................................................II1绪论..................................................................11.1研究背景........................................................11.2研究意义........................................................11.3国内外研究现状..................................................21.3.1国外研究现状...............................................31.3.2国内研究现状...............................................41.4研究的主要内容及重难点..........................................62.研究对象及研究方法....................................................72.1研究对象........................................................72.2研究方法........................................................73相关理论基础..........................................................83.1服务营销理论.....................................................83.2营销策略的概念...................................................83.34P营销策略......................................................84车城健身俱乐部营销现状分析...........................................104.1车城健身俱乐部的概况............................................104.2车城健身俱乐部的组织结构........................................104.3车城健身俱乐部营销现状..........................................114.3.1产品策略..................................................114.3.2价...
