高校经营性体育俱乐部对学生学习满意度的影响——基于营销策略角度  

Operating Universities Sports Club on learning satisfaction of the students——Based on the perspective of marketing strategy

作　　者：谢碧荣[1] 

机构地区：[1]黎明职业大学公共教学部,福建泉州362000

出　　处：《江苏理工学院学报》2015年第6期116-121,共6页Journal of Jiangsu University of Technology

基　　金：黎明职业大学科研团队建设计划资助(LMTD201505)

摘　　要：以福建省5所高校646名学生为调查对象,采用问卷调查方式,探讨高校体育俱乐部有偿服务的营销策略对学生学习满意度的影响因素。结果显示:高校俱乐部营销策略和4P理论相适应,包含4个维度,即产品策略、价格策略、分销策略、推广策略,问卷具有良好的信度、效度;营销策略对学习满意度的影响效果具有显著性水平,但影响系数偏低,存在其他相关变量因素。Five colleges and universities in Fujian Province 646 students for the survey, using questionnaire survey to explore the marketing strategy of university sports clubs paid services for students learning satisfaction factors. The results show ： Universities club marketing strategies and adapt 4P theory, contains four dimensions, namely product strategy, pricing strategy, distribution strategy, promotion strategy, the questionnaire has good reliability and validity;marketing strategies for learning satisfaction affect the results have significant level, but the impact factor is low, there are other factors relevant variables.

关 键 词：高校体育俱乐部 学习满意度 营销策略 

分 类 号：G80-052[文化科学—运动人体科学]