互联网背景下的健身行业营销研究

互联网背景下的健身行业营销研究(任务书,开题报告,论文15000字)
摘  要
 本论文旨在对互联网背景下的健身行业的发展现状进行分析，并探究互联网给健身行业带来的具体影响，再提出具有针对性的对策。本文采用了阅读文献、问卷调查以及案例分析等研究方法，通过对运动健身且熟悉互联网的用户进行调研，从健身类相关APP应用、网络自媒体以及智能化健身房三类主要产品着手，对健身行业营销进行研究，并得出以下结论：1、互联网运动健身服务质量较低，内容主要为对用户进行运动指导和提供运动知识，然而却缺少运动健身监管类服务和个性化方案。由于用户的使用习惯并未养成，导致用户粘性不高。2、智能健身房所采用的智能化设备可以大大降低私教和管理的成本，提高健身房的使用坪效。未来，还需提升健身产业资源利用率，加强行业管理建设以及强化互联网思维，方能抢占跟更多先机。
    关键词：健身社交化  全面智能化  行业整合
 
 The research on fitness industry marketing under the internet background                                                              

Abstract
    The purpose of this paper is to study the status and countermeasures of the Internet sports and fitness service, aiming to clarify the development of the Internet for a variety of services which provided by sports and fitness,and to understand the causes of the deep development of Internet sports and fitness services.The countermeasures and suggestions for the future. In this paper,the literature review,questionnaire survey and other research methods,through the regular exercise fitness participants and the Internet users as a research object, the application,the network from the media and intelligent gym three types Research on Actual Situation and Countermeasure，then we can gain conclusions: 1，the Internet sports fitness site quality is generally low.The content of this website is mainly based on sports fitness instruction and information service，and other types of services are less,especially the sports fitness monitoring and management services at least. User habits are not developed,the use of low viscosity.  2,Intelligent gym equipment can be used to greatly reduce the cost of private education and management,the overall increase in the use of part of the area of gym equipment efficiency. In the future,we need to improve the utilization rate of fitness industry resources,strengthen the construction of management and strengthen the Internet thinking, to seize more opportunities.

[资料来源：https://www.doc163.com]

Key Words: Fitness socialization; Comprehensive intelligentize; Industry consolidation
 

目  录
摘   要    I
ABSTRACT ……………………………………………………………………………………II
第一章 绪论    1
1.1 选题背景和依据    1
1.2 研究内容与方法    3
1.2.1 研究内容    3
1.2.2 研究方法    3
第二章 文献综述    4

2.1国内研究现状    4
2.2国外研究现状    5
第三章 互联网背景下健身调查分析    7
3.1 问卷设计    7
3.2 问卷发放    7
3.3 问卷分析    8
3.3.1 渠道选择    8
3.3.2 用户主要需求    9
第四章 互联网背景下的健身产品的营销模式    10
4.1 健身类APP营销模式    11
4.1.1 视频课程营销模式    11
4.2.2 社区营销模式    12
4.2.3 健身卡销售模式    13
4.2.4 Uber教练模式    14
4.2 健身类自媒体营销    14
4.2.1 自媒体发展现状    15
4.2.2 健身类自媒体营销    15
  4.3 智能健身房营销    16
第五章 光猪圈智能健身房案例分析    17
5.1、“健身舱”模式    17
5.2、“加盟费”导向    19 [资料来源：http://Doc163.com]
5.3、资本供养的“共享经济”打法    20
5.4 存在的问题与分析    21
第六章 结语    23
致谢    25
参考文献    26
  [资料来源：http://www.doc163.com]