海东青健身俱乐部竞争战略研究-工商管理专业毕业论文.docx

高级管理人员工商管理硕士学位论文
摘 要
随着经济增长和物质生活水平的提高,我国居民的消费结构中用于体育消费的支出比例不断上升,健身行业也迎来了前所未有的广阔发展前景。同时,国际健身机构及管理顾问公司的入驻,也给国内健身行业带来了更为激烈的竞争和重大挑战。基于此,本文在吸收国内外相关研究思路和研究成果的基础上,对如何借鉴和应用竞争战略的理论,形成俱乐部经营管理的特色,进一步获得市场竞争优势的问题进行了较为细致的理论和实证研究。
本文以湖南海东青健身俱乐部为研究对象,对海东青健身俱乐部现状、内外部环境以及健身行业竞争结构格局进行了全面的分析。在此基础上,本文对海东青健身俱乐部当前的竞争战略进行了回顾和分析,并对海东青健身俱乐部未来可选的竞争战略进行了分析和筛选,提出了海东青健身俱乐部新的竞争战略,即客户来源和目标客户年龄划分的两个维度进行营销活动的集中化战略和针对目标客户群体的地域位置,增值福利,消费性价,服务项目上区别竞争对手的差异化战略相结合。文章最后对海东青健身俱乐部新竞争战略的战略目标、实施步骤、保障措施和重点工作进行了分析。
健身行业企业的发展战略问题是一个比较复杂也富有研究价值的热点问题。海东青健身俱乐部借鉴国内外相关理论,制定适合中小健身机构的发展战略实施方案,文章具有一定的现实性和针对性,对国内同行业企业的发展也有一定的借鉴意义。
关键词:海东青健身俱乐部;行业竞争格局;竞争战略;战略实施
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万方数据
海东青建设俱乐部竞争战略研究
Abstract
As persistent economic growth and improving life quality,the increasing percentage of fitness expenses in the total consumption has endorsed a bright future for fitness club ,the entry into China market of foreign fitness clubs has intensified petition of the industry and brought challenges to domestic on such understanding,this article synthesizes the existing
researches by domestic and foreign scholars and also the petition strategy
theories,in order to generate insights about how to shape the characteristics of a fitness club’petition strategy and consequently to petition advantage in the market.
This article does prehensive analysis on the current status of Haidongqing Fitness Club,its internal and external environments and petition landscape of fitness club industry,using five force model and SWOT on such
analysis,this article reviews and analyses Haidongqing Fitness Club’S petition strategy,and also analyses and screens the petition strategy for Haidongqing Fitness Club’S future development,for which this article proposes to adopt bination of centralization strategy and differentiation strategy,specifically,
to leverage the current outlets located in central business areas for centralized marketing and sales efforts targeting on corporate clients and optimization of produc