互联网+背景下连锁健身房的营销

互联网+背景下连锁健身房的营销(任务书,论文14000字)
摘   要
互联网的兴起真正意义上把世界变为了一个整体，全球的联系日益紧密，世界经济也随着互联网的风靡高速增长，中国顺应了历史的潮流、抓住机遇跟上了世界经济发展这辆高速列车，在中国经济日益增长的同时，人们的需求也随之发生了翻天覆地的变化，从最初的解决温饱问题到现在追求健康生活。因此，健身行业应运而生。这几年，健身房在各个区域的经济中心以及人流量大的一些地段如同雨后春笋般的出现，被誉为朝阳产业的健身行业也在尽自己最大的努力来服务百姓。
   而每一个产业的萌芽成熟以及发展都需要企业管理人员的良好运营才能做到互利共赢，特别是在互联网影响着各行各业的今天，如何能根据政府设定的大方向下利用互联网来进一步优化健身房的运营。传统的健身房运营模式已经落后了，无法满足当下管理者对于互联网+健身的需求了，而且在互联网的快速发展下传统运营方式的缺点日益明显。
论文在对国内外学者的研究成果进行深入了解、分析的基础上，对互联网+背景下大型连锁健身房运营体系进行了深入研究。并且，作者也亲身在健身房工作，切实的来了解如今健身房管理者的运营方式以及消费者的消费能力。以此提出了几个改进和完善健身房运营的方法，以期对健身房乃至整个健身产业的长期健康发展提供帮助。
关键词：互联网+  健身 健身房  运营

Operation of the large chain gym under
Internet plus background
ABSTRACT
With the rapid development of world economy, China economic increasingly growth, people's demand is also increasingly change, from the original food and clothing has slowly turned into service and health, not only to eat eat eat healthy. Therefore, the fitness industry came into being. In recent years, the gym appeared in various regional economic center and the large flow of people in some places like bamboo shoots after a spring rain like, known as the sunrise industry of the fitness industry is doing their best to serve the people.
The bud of each industry maturity and development need good operation to enterprise management personnel to achieve mutual benefit and win-win, especially in nowadays the government vigorously promote internet background, how to use the Internet to further optimize the fitness according to real operation direction set by the government, the traditional gym operation has been unable to meet the manager demand, and traditional operation mode in the rapid development of Internet has become increasingly obvious shortcomings of.
Study and analysis of the research results in the domestic and foreign scholars on the large chain gym operating system Internet plus background is studied. In addition, the author also personally work in the gym, a practical understanding of today's Gym managers and consumer spending. In order to put forward several methods of improving and perfecting the gym operations, to provide help in the long-term healthy development of the gym and the fitness industry.
Keywords: Internet plus；fitness ；gym ；operation

目录
摘  要    I
ABSTRACT    II
目录    III
第一章  绪论
     1.1论文研究背景...............................................6
     1.2论文研究的目的和意义.......................................7
         1.2.1研究的目的...........................................7
         1.2.2研究的意义...........................................7
     1.3研究的思路和方法...........................................8
         1.3.1研究的思路...........................................8
         1.3.2研究的方法.........................................    ..8
第二章  文献综述....................................................9
     2.1健身产业的发展.............................................9
     2.2国内外研究综述............................................10
         2.2.1国外相关问题研究现状................................11
         2.2.2国内相关问题研究现状................................12
2.3互联网+健身...............................................12
第三章  互联网+背景下浩洲健身运营状况..............................15
     3.1浩洲经营概况..............................................15
         3.1.1分布状况............................................15
         3.1.2经营规模............................................15
         3.1.3服务质量............................................15
         3.1.4经营手段............................................15
         3.1.5消费群体............................................15
     3.2浩洲运营环境分析..........................................16
         3.2.1整体环境............................................16
         3.2.2周围环境............................................16
         3.2.3网络环境............................................16
     3.3浩洲健身在互联网+背景下营销面临的挑战.....................17
         3.3.1健身房利用率制约经营收入  ..........................17   
         3.3.2传统健身爱好者持怀疑态度...........................17
         3.3.3教练人员流动大.....................................17
         3.3.4网络安全问题.......................................18
第四章 互联网+背景下浩洲健身俱乐部的营销策略......................19
     4.1健身俱乐部的定位.........................................19
         4.1.1健身俱乐部的价格定位...............................19
         4.1.2健身俱乐部的市场定位...............................19
4.2用互联网来维护健身房的会员................................19
     4.3通过互联网增长会员........................................20
     4.4通过互联网挖掘会员更大的价值..............................20
第五章 互联网+背景下健身房营销的改进与完善.........................22
5.1圈子依然很重要，没有圈子，玩不转健身......................22
5.2线上线下结合，开展网络平台约课机制........................23
     5.3业余是细流，专业才是大坝..................................23
     5.4比赛还是要继续，关键是怎么开展............................24
结束语.............................................................25
参考文献...........................................................26
致谢...............................................................28