体育市场营销论文提纲

论文题目：A公司平衡车培训项目市场营销策略研究

摘要：目前我国正在大力倡导全民健身运动,有关的群众体育运动项目培训机构,在国家相继出台与落实扶持的政策后,市场环境变好,该行业逐渐被人熟识,各大体育培训机构逐步走向高质量化、品牌化的道路。在市场的高质量化进程中,培训机构竞争更加激烈,消费者也不再随意地盲目消费,因此要想吸引更多顾客、留住顾客,培训机构必须筹划和运营能深入顾客心里的各式营销策略。A公司是一家私人投资的体育培训机构,拳头产品“平衡车培训”项目,已在广州运营三年多的时间,但市场营销方面仍存有薄弱环节。因此,想要在竞争激烈的市场占据一席之地,A公司必须适时调整营销策略。笔者通过企业访谈、顾客采访、与实地调研后,从营销策略角度进入分析,分析其市场营销的内外环境、与在体育市场中一系列营销业务的工作情况,将企业的问题进行汇总梳理。在文中分别运用SWOT战略模型、7P营销元素,目标市场策略进行分析。本文最后提出了改进企业目标市场的策略,即采用集中的营销策略对应多个细分市场的建议来促进项目发展,同时制定企业的营销策略。研究的结果与讨论显示,本文对于理解平衡车体育培训机构,如何开拓市场具有启示的意义,对于体育培训行业的发展也具有一定的借鉴参考作用。

关键词：体育培训;平衡车;目标市场;营销策略

学科专业：工商管理硕士（专业学位）

ACKNOWLEDGEMENTS致谢ABSTRACT摘要CHAPTER ONE INTRODUCTION

1.1 Research background and significance

1.1.1 Research background

1.1.2 Research significance

1.2 Research content and framework

1.3 Research ideas and methods

1.3.1 Research Ideas

1.3.2 Research Methods

1.4 What's new in this paperCHAPTER TWO THEORETICAL REVIEW

2.1 The meaning of marketing and marketing strategy

2.1.1 The concept of marketing

2.1.2 The meaning of marketing strategy

2.1.3 Sports marketing mix elements table

2.2.Meaning of sports market and classification of market products

2.2.1 Meaning of sports market

2.2.2 Basic Types of sports market

2.2.3 Development and classification of sports events

2.3 Consumer Behavior Analysis

2.3.1 Consumer purchasing decisions

2.3.2 Consumer characteristics of childrenCHAPTER THREE COMPANY A’S PROJECT PRESENTATION

3.1 Company profile

3.2 Company project introduction

3.2.1 Introduction of balanced bicycle products

3.2.2 Introduction of Balanced Bicycle Training ProgramCHAPTER FOUR SITUATION ANALYSIS AND RAISE QUESTIONS

4.1 SWOT analysis of marketing environment of a company

4.1.1 Strengths

4.1.2 Weaknesses

4.1.3 Opportunities

4.1.4 Threats

4.1.5 SWOT Matrix analysis of a company

4.2 Project Status Analysis of the company

4.2.1 General Situation of company A's project development

4.2.2 Product Status and analysis of the project

4.2.3 Current situation and analysis of project price

4.2.4 Project Channel Status and analysis

4.2.5 Current situation and analysis of project promotion

4.3 Analysis of market demand and consumer behavior

4.3.1 Market demand profile of the project

4.3.2 Decision analysis of consumer behavior

4.4 STP analysis of marketing project of a company

4.5 Summarize the situation and ask questionsCHAPTER FIVE OPTIMIZATION OF PROJECT MARKETING STRATEGY

5.1 Strategies for improving product target markets

5.1.1 Market segmentation improvement

5.1.2 Target market selection

5.1.3 Market positioning,avoiding the strong

5.2 Project marketing strategy design orientation

5.3 Marketing Strategy based on 7P theory

5.3.1 Product Strategy

5.3.2 Price Strategy

5.3.3 Promotion Strategy

5.3.4 Channel Strategy

5.3.5 People-oriented strategy

5.3.6 Tangible Presentation Strategies

5.3.7 Strategy of product process standardizationCHAPTER SIX SAFEGUARDS FOR PROGRAM IMPLEMENTATION

6.1 Manpower support

6.1.1 Cultivating a contingent of coaches with distinctive features

6.1.2 Build an effective work team

6.1.3 Development chartered partner

6.2 Institutional Guarantee

6.3 Financial Security

6.3.1 Rational use of special marketing funds

6.3.2 Set up a plan for attracting investment

6.4 Technical support

6.4.1 Building intelligent technology management system

6.4.2 Product certification of intellectual property rightsCHAPTER SEVEN CONCLUSION AND OUTLOOK

7.1 Conclusion

7.2 Limitations of the study

7.3 Outlook参考文献附录 A 公司高层人员访谈提纲