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新媒体视角下新型健身房营销模式研究

时间:2020-10-23 17:24来源:毕业论文
营销对于健身房来说是填平健身房运营成本,提高盈利的重要手段,而中国传统健身房扭曲的商业模式,已经到了十字路口,在健身行业里,消费者委屈、私教悲催,可健身房也利薄,

摘要新媒体定义:新媒体(New Media)是一个相对的概念,是报刊、广播、电视等传统媒体以后发展起来的新的媒体形态,包括网络媒体、手机媒体、数字电视等。新媒体亦是一个宽泛的概念,利用数字技术、网络技术,通过互联网、宽带局域网、无线通信网、卫星等渠道,以及电脑、手机、数字电视机等终端,向用户提供信息和娱乐服务的传播形态。严格地说,新媒体应该称为数字化新媒体。58543

    新媒体的出现与发展给人们的工作生活带来了前所未有的变化,现代生活中,网络贯穿人们的生活,各种资料,都通过网络进行传播,新媒体与人们的生活密切相关,过去人们了解到一条新闻通知,往往需要通过报纸,广播,电视这些媒体,而这些媒体往往具有延迟性。而新媒体的出现,手机网络的普及,一个事件往往在发生后的几个小时甚至更短的时间就已经众所周知,这就是新媒体的速度与高效。而在人们的日常生活中,网络已经成为更多人的工作平台,越来越多的工作都需要通过网络进行交流处理,许多工作也就在网络平台上完成了,可见新媒体对人们生活工作的改变。 

    营销对于健身房来说是填平健身房运营成本,提高盈利的重要手段,而中国传统健身房扭曲的商业模式,已经到了十字路口,在健身行业里,消费者委屈、私教悲催,可健身房也利薄,没有一方受益。在美国,健身房已经转型为中小型为主,但在中国,还是追求大而全。一线城市4000-5000平方米的健身房随处可见,仅洗浴休闲区就占了2/3的面积,这些高大上的健身房,租金、装修成本最后都要消费者埋单。这也是为什么健身房和私教课程的价格奇高,还要尽量推销1年以上卡的原因,粗放的盈利模式,赚的就是“死卡”的钱。

毕业论文关键词:新媒体;健身房;营销

Abstract Definition of New Media: New Media (New Media) is a relative concept, is the traditional Media such as newspaper, radio, television after the development of New Media forms, including network Media, mobile phones, digital TV and other Media. New media is a broad concept, using the digital technology, network technology, through the Internet, broadband local area network (LAN), wireless communication network, satellite channels, as well as computers, mobile phones, digital television, such as terminal, to provide customers with the flow of information and entertainment services. Strictly speaking, the new media should be referred to as the digital new media. The emergence of new media and development work to people's life has brought the unprecedented change, modern life, network throughout the life of people, all kinds of information, are propagated through the network, new media is closely related to people's life, in the past, people learn about the news of the notification, often need through newspapers, radio, and television these media, the media can often be delayed. And the emergence of new media, the popularity of mobile phone network, often in an event after a few hours or even more short period of time is known, this is the new media's speed and efficiency. In People's Daily lives, the Internet has become more and more people work platform, more and more work need to communicate through the network, a lot of work will be finished on the network platform, can be found in new media to the change of the people live and work. Marketing for the gym is filled the gym operating costs, improve the important means of profit, and traditional Chinese gym distorted business model, has reached a crossroads, in the fitness industry, consumers injustice, private teach miserable, but the gym is the thin, neither side benefit. In the United States, the gym's transformation to small and medium is given priority to, but in China, or the pursuit of a lot. First-tier cities 4000-5000 square meters of the gym can be seen everywhere, bath recreational area alone accounted for two-thirds of the area, the tall, in the gym, rent, decorate cost final consumers to pay. This is why the gym and personal training sessions prices high, also try to sell more than 1 year of reason, the profit pattern of extensive, is the "death card" money. 新媒体视角下新型健身房营销模式研究:http://www.lwfree.com/tiyu/lunwen_63480.html

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