| 4P理论视角下商业健身俱乐部的营销策略研究 |
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| 引用本文： | 李贺.4P理论视角下商业健身俱乐部的营销策略研究[J].体育科技文献通报,2012,20(2):104-105. |
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| 作者姓名： | 李贺 |
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| 作者单位： | 苏州大学体育学院,江苏苏州,215021 |
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| 摘 要： | 随着我国经济结构的调整,体育体制的改革也发生了深刻的变革,中国体育正逐步走向社会化、产业化。商业健身俱乐部如雨后春笋不断涌现,并受到广大健身爱好者的青睐。本文运用文献资料法、逻辑分析法,从商业健身俱乐部营销策略的研究出发,结合4P营销组合策略的产品、价格、渠道、促销四个要素在商业健身俱乐部营销中的运用,为我国商业健身俱乐部的经营发展提供理论依据。
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| 关 键 词： | 4P理论 商业健身俱乐部 营销策略 |
Research on Marketing Strategy of Commercial Fitness Club under the Vision of 4P Theory |
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| LI He.Research on Marketing Strategy of Commercial Fitness Club under the Vision of 4P Theory[J].Bulletin of Sport Science & Technology,2012,20(2):104-105. |
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| Authors: | LI He |
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| Institution: | LI He School of Physical Education,Soochow University,Suzhou 215021,Jiangsu China. |
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| Abstract: | Along with our country economic structure adjustment,the reform of the sports system has undergone a profound change and attracted the vast number of fitness enthusiast.Through using the method of literature review and logical analysis,from the point of marketing strategy of commercial fitness club,combining with products,price,channel and promotion of 4P marketing application in commercial fitness club,this paper tries to provide theoretical basis for our fitness club operation and development. |
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| Keywords: | 4P theory commercial fitness club marketing strategy |
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