4C营销理论视域下我国青少年体育培训机构发展研究  

Research on the Development of Youth Sports Training Institutions in China from the Perspective of 4C Marketing Theory

作　　者：王思远 胡蝶 张丹丹 李明辉 雷丹云 

机构地区：[1]信阳学院公共体育教学部,河南信阳464000 [2]淮阳区安岭镇梅墩小学,河南周口466000

出　　处：《大众科技》2023年第9期96-98,144,共4页Popular Science & Technology

基　　金：2022年度信阳市哲学社会科学规划课题(2022JY061);信阳学院2022年度校级科研项目(2022-XJLYB-023);2023年度河南省社科联调研课题(SKL-2023-1394)。

摘　　要：文章从4C营销理论视角出发,运用文献法和逻辑分析法,基于消费者角度对我国青少年体育培训机构发展的顾客需求、价格制定、提供便利和三向沟通等方面展开研究。研究发现我国青少年体育培训机构发展面临以下壁垒:(1)顾客需求:体育培训机构有形产品硬件不足,无形产品参差不齐;(2)价格制定:价格与服务不对等,学员技能掌握效率低;(3)提供便利:销售渠道陈旧无特色,提供便利性不足;(4)三向沟通:反馈信息处理能力差,三向沟通频率低。针对以上问题结合4C营销理论提出可实施性的改进措施:提升无形产品品质,改善有形产品质量;科学调研制定价格标准、多元化收费制度齐头并进;协同并进合作共赢,拓宽销售渠道;促销活动深入人心,提升三向沟通质量。Starting from the perspective of 4C marketing theory,this article uses the literature method and logical analysis method based on the consumer perspective to study the customer needs,price setting,provision of convenience and three-way communication in the development of youth sports training institutions in China.The study found that the development of youth sports training institutions in China faces the following barriers:(1)customer demand:sports training institutions have insufficient hardware for tangible products and uneven intangible products;(2)price setting:price and service are not equal,and students'skills acquisition is inefficient;(3)provision of convenience:sales channels are old and featureless,and the provision of convenience is insufficient;(4)three-way communication:feedback information processing ability is poor,and the frequency of three-way communication is low.In view of the above problems combined with the 4C marketing theory to put forward implementable improvement measures:enhance the quality of intangible products,improve the quality of tangible products;scientific research to develop price standards,diversified fee system go hand in hand;synergistic cooperation and win-win cooperation to broaden sales channels;4)promotional activities to deepen the hearts of people and improve the quality of three-way communication.

关 键 词：4C营销理论 青少年 体育培训机构 

分 类 号：G812[文化科学—体育学]