摘要随着中国经济的高速发展，人民生活水平日渐提高，民众对于健康的关注度也随之提高。越来越多的人开始重视运动，关注健身。健身房这一新兴产业开始进入中国。这一点，从近几年的健身房数量爆发式的增长情况就能看出。目前国家对于健身行业也是大力支持，在十九大上也提出了全民健身的口号，这更是给国内健身行业打了一针兴奋剂，更多的健身房如雨后春笋般遍地开花。但是总的来说，目前国内的健身行业仍处于初级阶段，行业规则依然很不成熟，大众化的私教课程作为中国健身行业一大特色，也从一开始不被人们所认可，发展到现在越来越熟悉。随之而来的，私教课程销售，也成为了各个健身房经营和发展的生命线。每个健身房都拥有一个自己的课程销售团队，通过对健身市场的发展规律的研究，以及人们对于私教课程的认识与了解，来制定一系列的营销策略。87935

毕业论文关键词：健身房 私教课程 营销策略

 WEDER-TERA's marketing plan for private education

Abstract With the rapid development of China's economy, the living standard of the people is increasing, and the public's attention to health has also increased。 More and more people begin to attach importance to sports and pay attention to fitness。 This new industry in the gym is beginning to enter China。 This, from the explosive growth of the gym in recent years, can be seen。 At present, the state is also strongly supporting the fitness industry。 President also put forward the slogan of national fitness in the nineteen place, which is a stimulant for the domestic fitness industry, and more gyms sprung up everywhere。 But in general, the domestic fitness industry is still at the initial stage, and the industry rules are still immature。 The popular private education course, as a major feature of the Chinese fitness industry, has not been recognized from the beginning, and has become more and more familiar now。 As a result, the sales of private education courses have also become the lifelines for the management and development of various gymnasiums。Each gym has a sales team of its own curriculum, and develops a series of marketing strategies through studying the development rules of the fitness market and people's understanding and understanding of private education courses。

Key words: Gym private education marketing plan 

目录From~优Y尔R论^文W网wWw.YoUeRw.com 加QQ7520.18766

一丶背景介绍…1

二丶行业现状分析…1

三丶公司营销现状及问题分析3

四丶营销环境及需求分析5

  （一）环境分析…5

  1。法律政策及政治环境5

  2。经济环境…5

  3。人口环境…5

  4。文化环境…6

  5。竞争对手…6

  （二）市场需求分析…6

  （三）消费者分析6

  （四）SWOT分析…6

  1。优势…7

  2。弱势…7

  3。机会…7

  4。威胁…8

五丶营销策略分析…8

  （一）产品策略…8

  1。 在现有的私教课程基础上大力开发新型课程8

  2。 建立一套完整的私教课程销售体系9

  3。 降低私人教练的业绩压力9

  4。 建立客户课程打分体系…9

  5。 定期为客户做体测…9

  6。 为教练设置固定的训练时间…9

 （二）定价策略9

  1。 将私教课程的价格适当下调…9

  2。 设立特价课 9源-于,优Y尔O论U文.网wwW.youeRw.com 原文+QQ75201,8766