【作者】 李小芬；

【导师】 钟秉枢；

【作者基本信息】 北京体育大学 ， 体育教育训练学， 2006， 博士

【摘要】 本文试图通过理论研究及对青鸟商业健身俱乐部的实证研究,旨在总结成功商业健身俱乐部的营销经验,探索体验营销理论在健身俱乐部的运用,填补这一领域研究空白,同时为进一步加强商业健身俱乐部市场的经营提供具有实际价值的参考,以此促进中国健身娱乐市场的持续健康发展。本文通过文献资料、问卷调查、实地调研等科研方法的综合运用,阐述了体验营销的基本理论框架,针对青鸟商业健身俱乐部进行了案例研究。研究表明:1.健身与体验有着天然的联系,健身产品生产与消费的同时性、健身产品的无形性、健身产品的经历性,使得健身产品更适合体验营销。创造有价值的体验是商业健身俱乐部的营销目标,它既是一种无形商品和服务,又是顾客对健身的精神要求和忠诚内驱,是商业健身俱乐部服务优化的体现。在商业健身俱乐部导入体验营销既是健身产品特性的需要也是顾客的消费需求。2.做好市场定位是商业健身俱乐部体验营销的前提。市场定位是企业根据消费者对某种产品属性的认识、了解和重视程度,给自己产品规定一定的市场地位,培养产品在消费者心目中的特色和形象,以满足消费者特殊的偏爱和需要。市场定位理论的“钻石模型”理论认为,市场定位就是营销定位,包括找位、选位和到位过程。青鸟目标顾客群瞄准中等以上收入的白领阶层,目标顾客的利益放在“身与心的健康”,通过产品到位、价格到位、渠道到位和沟通到位实现其营销定位目标,创造了青鸟商业健身俱乐部所特有的5P+E的体验营销组合。3.商业健身俱乐部服务是无形的服务活动为主伴以部分有形的实物产品所构成的集合体,其服务具有无形性、同步性、异质性、易逝性、复合性、不可转移性、后效性等特征。服务质量是商业健身俱乐部体验营销的保障,可以定义为以健身俱乐部设备、设施等有形产品和俱乐部员工所提供的劳务等无形产品为依托,俱乐部满足顾客物质和精神需要的程度。其质量的高低取决于顾客的体验感知。顾客体验到的价值是健身俱乐部与顾客之间传递服务质量的桥梁。4.体验营销的目标是基于顾客价值的顾客满意。基于顾客价值的顾客满意是顾客对目标、使用和服务过程结果、产品和服务的属性及其性能价值体验的基础上,将体验感知绩效与顾客期望进行比较后形成的一种心理状态。顾客体验价值是顾客根据体验到的利益和成本,对产品、服务做出的整体评价。其评价模型有顾客满意度模型和体验营销消费者满意度模型。顾客对青鸟的总体满意度比较高,但在社交方面青鸟商业健身俱乐部提供的服务与实际顾客体验差距甚远,青鸟各分店反映出来的顾客满意度水平参差不齐。5.品牌体验是顾客对品牌的具体经历和感受,它是顾客跟企业产品、人员和流程互动的总和。品牌化的顾客体验能够为顾客创造产品和服务本身以外的价值。品牌体验管理就是战略性地管理顾客对品牌全面体验的过程。青鸟商业健身俱乐部已经开始在整个组织内部推行顾客体验品牌化的活动,其实施的品牌管理主要策略有:树立强烈的品牌意识、为健身俱乐部品牌取好名、确立品牌的经营观念与主题、空间环境设计以人为本、积极参与行业的评星定级与排名评奖等活动、解读顾客活动周期、管理“真实瞬间”、履行承诺、创造顾客满意、做好品牌的宣传工作、精心设计健身俱乐部的视觉形象等。6.在本文研究的基础上,为青鸟健身俱乐部提供了《青鸟商业健身俱乐部实施体验营销建议书》。建议青鸟在市场定位方面进一步巩固高端市场,形成青鸟在国内健身中心的高端、权威、领导地位,同时不放弃平民健身;在服务质量方面通过解决健身空间不足问题、体验的自我检查等给顾客带来全新的体验;在基于顾客价值的顾客满意方面,外部体验须以内部营销为基础,创造满意的员工,进而创造顾客满意;品牌体验管理方面,充分体现品牌个性、开展时尚文化体育营销、塑造青鸟品牌文化等。更多还原

【Abstract】 In order to summarize successful marketing experience of commercial health club, explore putting to use the theory of experiencing marketing, and fill blank space about experiencing marketing of commercial health club, the dissertation try to combine theory research with case research of nirvana health club. And it will provide reference for commercial health club marketing, and Promote sustained-development of commercial health club.With the development of society, experiencing economy becomes a developing stage after agricultural economy, industrial economy and service economy. The experience is separated out from serving, the appearance of which enables original article appreciation and becomes a kind of new value source. Experience marketing is a new-type marketing of production developing with experiencing economy. As a place of business of customers and enterprises, the commercial health club is a best place to perform experience marketing. The club can create and offer various valuable experiences to consumers and obtains good economic benefits at the same time.Through documents and materials, questionnaires, on-the-spot investigation, the dissertation explains the frame of basic theories of experience marketing, carries on case research to Nirvana health club Commercial Health Club. Studies have suggested:1. Bodybuilding has natural contacts with experience. The characteristics of bodybuilding products, simultaneity with its consumption, invisibility and experience, make it suitable for experience marketing. It is a marketing goal of the commercial health club to create the valuable experience, intangible goods and service and the spiritual needs and the loyal drive of the customers. It embodies the optimized service of the commercial health club. Therefore, it is the demand of the nature of bodybuilding products and that of customer’s consumption to channel experience marketing into the commercial health club.2. It is a prerequisite of experience marketing of commercial health club to do a good job of market orientation. Market orientation stipulates certain market position for one’s own products, based on the consumer’s understanding of a certain product and their attention, helps build products characteristics and images in consumer’s mind, therefore, to meet consumer’s special preference and need. The "diamond model" theory of the market orientation theory thinks, market orientation is the marketing orientation, including looking for the location, selecting the location and putting it in place. The target consumer group of commercial health club of Nirvana health club aims at the medium-sized white collar inclusively above. The interests of the target consumer are placed on "mental and physical health". The unique 5PE combination of experience marketing is established through putting products, the price, the channel and the communication in place to realize their goal of marketing orientation.3. The service of the commercial health club is an invisible service activity accompanied by the aggregate formed tangible material products. Is has characteristics as invisibility, simultaneity, differentiation, consumption, non-shifting and aftereffect, etc. The service quality is the guarantee of experience marketing of commercial health club. It can be defined the intensity that the club meets customer material’s and spirit needs, based on such tangible products as equipment and facilities and invisible products like the service that staffs offer. The level of its quality depends on the customer’s experience is perceived. The value that the customer experiences is the bridge transmitting the service quality between health club and customer.4. The goal of experiencing marketing is to satisfy the customer’s needs based on customer’s value, which is a psychological condition formed after the comparison of perceive performance with customer expect, based on the customer’s experience on goal, use, service, products and attribute and performance foundation. In order to analyze the value of customer of commercial health club, we must start form four aspects: orientation, essence, psychological reason, and drive factor of customer’s value. The customer experiences value is the customer’s assessment on products and service after the experience of benefits and cost. The assessment models include customer satisfaction models and experience marketing customer satisfaction models. Customer’s overall satisfaction to Nirvana health club Co. is higher. The percentage of very satisfactory customer is up to 42.4, but the service offered in commercial health club of Nirvana health club and real customer experience disparity very far in social activity, and the customer satisfaction levels are different in different branches.5. Brand experience is the customer’s concrete experience to the brand. It is the sum of customer’s interaction with the enterprise products, personnel and procedure. Brand customer experience can offer more value other than the products and service itself. Brand experiencing management is to manage customer experiences strategically. Nirvana health club commercial health club begins to put forward brand customer experience. The main strategies are as followers: establishing strong brand consciousness, choosing a good brand for health club, establishing management idea and theme of the brand, space environment design, participating in such activities as star-level and rank awards through discussion, understanding customers’cycle of activity, managing "true moment", keeping promise, creating customers satisfaction and doing the publicity of the brand, designing the visual image of the health club elaborately and stressing the individualization and characteristics of the health club.6. This thesis has also offered "Experience Marketing Recommendation to Nirvana health club Commercial Health Club.”It suggests: in the aspect of market orientation, nirvana health club should go a step further to consolidate rich white-collar-orientation to form the authority and leading-role, at the same time, nirvana shouldn’t give up ordinary people-orientation. At the aspects of service quality, nirvana health club should to resolve the problem such as shortage of space and self-check up of bodybuilding experience and so on, in order to bring new experience for customers. At the aspect of satisfying the customer’s needs based on customer’s value, outside-experience should be based on inside-experience, and make employee satisfied, in order to get satisfied customers; At the aspects of brand experiencing management, nirvana health club incarnate brand character, carry out fashion culture and sport marketing, build up nirvana health club brand culture.更多还原