基于社区消费群体的健身器材市场营销策略研究  

Research on the Marketing Strategy of Fitness Equipment Based on Community Consumer Groups

作　　者：张敏青[1] 李文平[1] ZHANG Minqing;LI Wenping(Zhejiang Sci-Tech University Hangzhou,Zhejiang 310018)

机构地区：[1]浙江理工大学,浙江杭州310018

出　　处：《中国商论》2022年第1期28-30,共3页China Journal of Commerce

基　　金：浙江省高等教育十三五第一批教学改革研究项目(省部级重点课题):基于微信公众平台的个性化运动处方教学模式在大学生体育基础课的应用研究(阶段性)成果(jg20180096)。

摘　　要：随着国家体育健身事业的蓬勃发展,健身器材企业迎来了良好的发展机遇与契机,社区客户群体市场作为一个庞大的、极富潜力的健身器材需求市场,目前尚处于开发挖掘初期,健身器材企业应积极把握时机,转变传统理念,加大对该市场领域的产品营销与推广。本文围绕健身器材企业面向社区客户群体市场的营销推广展开研究,阐述了健身器材三种常见的营销模式,分析了健身器材企业面向社区客户群体开展市场营销过程中存在的问题,最后深入探讨了健身器材的营销策略与途径。With the vigorous development of the national sports and fitness cause,fitness equipment companies have ushered in good development opportunities.As a huge and highly potential fi tness equipment demand market,the community customer market is still in the early stages of development.Fitness equipment companies should actively seize the opportunity,change traditional ideas,and increase product marketing and promotion in this market area.Focusing on the marketing promotion of fi tness equipment companies to community customer groups,this paper expounds three common marketing models of fitness equipment,analyzes the problems existing in the process of fitness equipment companies’marketing to community customer groups,and finally discusses marketing strategies and approaches of fi tness equipments deeply.

关 键 词：社区消费群体 健身器材 市场营销 产品推广 营销策略 

分 类 号：F713[经济管理—产业经济]