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为深入贯彻《国务院关于加快发展体育产业促进体育消费的若干意见》精神,采用文献资料、访谈、实地考察、调查问卷等研究方法,以我国大型商业连锁健身产业知名品牌的力美健连锁健身俱乐为个案,对其发展现状和“互联网+”的营销模式进行了探析。研究结果表明:其主要模式有互联网+微信公众号营销模式、互联网+口碑营销模式、互联网+关系营销模式和互联网+广告营销模式等,力美健健身俱乐部的这些营销模式为促进我国体育健身产业的健康、稳定和可持续发展具有重要借鉴意义。
In order to thoroughly implement the “State Council’s Opinion on Speeding up the Development of Sports Industry and Promoting Sports Consumption,” the spirit of using the literature, interviews, site visits, questionnaires and other research methods to China’s large-scale commercial chain fitness industry well-known brands of the United States and the United States chain health chain Lok as a case, the development of the status quo and “Internet + ” marketing model was explored. The results show that: the main models are the Internet + WeChat public number marketing model, the Internet + word of mouth marketing model, the Internet + relationship marketing model and the Internet + advertising marketing model, LME health club these marketing model to promote China’s sports and fitness industry The healthy, stable and sustainable development has important reference value.