社会经济建设提高了广大民众的日常生活质量、促使空间时间增多，然 而此时，因为工作压力沉重，不正确的饮食方式，生态环保等问题，导致民众 健康危机，甚至开始影响到大众的生命安全，健康得到更多现代人士的重视。 大众对健康的关注与追求，促使“花钱买健康”的理念深入人心，在一定程度上 促进了体育事业的长久稳定发展。当前，商业健身俱乐部内部设施齐全，运动 环境和谐、健身指导专业等优势促使其成为健身爱好人员最佳选择，俱乐部数 量随之增多，西方部分规模庞大的健身俱乐部企业开始进入到我国市场，促使 商业健身俱乐部领域的竞争更加激烈。国内商业健身俱乐部产生之后，在短暂 的时间内覆盖到大中城市，俨然成为体育事业的关键支柱，然而，和西方国家 进行比较依旧位于发展早期，在内部管理与营销方面依旧存在不足和缺陷，比 如市场定位模糊、产品类型较少、基础设施不齐全、价格没有层次性、地址不 科学、促销方式较少、服务质量不高等。以上都是限制商业健身俱乐部长久、 稳定发展的主要因素。所以，在竞争处于白热化阶段的宏观市场环境中，如何 开展深入的市场环境研究、制定成熟的营销计划，创造独特的品牌形象，在当 前的行业竞争中占据优势地位，成为所有俱乐部必须思考的现实问题。 本文采用文献资料法、访谈法、问卷调查法等方法选择在桐城市健身市 场中具有较高知名度的案例进行分析，重点探讨其服务营销方案。首先对鹏成 健身俱乐部的基本情况进行了介绍，然后对其所在的宏观环境和行业环境进行 了详细分析，了解其市场细分、目标市场的选择和市场定位。接着运用服务营 销理论，从价格、产品、促销、渠道、人员以及服务流程和有形展示七部分详 细研究鹏成健身俱乐部服务营销策略的现状与不足，从而从这 7 个方面分别对 鹏成健身俱乐部的服务营销策略进行了优化。希望通过本研究，鹏成健身俱乐 部可以寻找到符合自身需求的服务营销策略，持续提高产品质量与服务水平， 提升客户满意度，塑造积极的企业形象，发展为地区知名度最高的俱乐部。同 时希望本文研究成果可以为桐城市乃至全国商业健身俱乐部的发展提供参考， 促进整个健身行业的发展。 关键词：健身俱乐部；服务营销；营销策略；7ps 理论II Abstract Socio-economic construction has improved the quality of people’s daily life and increased space and time. However, at this time, problems such as heavy work pressure, incorrect eating styles, and ecological and environmental protection have led to a health crisis for the people, and even began to affect the lives of the people. , Health has been valued by more modern people. The public's concern and pursuit of health has promoted the concept of "spending money for health" into the hearts of the people, and to a certain extent promoted the long-term and stable development of sports. At present, commercial fitness clubs have complete internal facilities, a harmonious sports environment, and professional fitness guidance, which make them the best choice for fitness hobbyists. The number of clubs has increased. Some large-scale fitness club companies in the West have begun to enter the Chinese market, prompting business Competition in the field of fitness clubs has become more intense. After the creation of domestic commercial fitness clubs, they have covered large and medium-sized cities in a short period of time, and they have become a key pillar of the sports industry. However, compared with Western countries, they are still in the early stage of development, and there are still deficiencies and defects in internal management and marketing. For example, the market positioning is fuzzy, the product types are few, the infrastructure is not complete, the price is not hierarchical, the address is not scientific, the promotion methods are few, and the service quality is not high. The above are the main factors that limit the long-term and stable development of commercial fitness clubs. Therefore, in the macro market environment where competition is in the fierce stage, how to carry out in-depth market environment research, formulate mature marketing plans, create a unique brand image, and occupy an advantageous position in the current industry competition has become a reality that all clubs must think about problem. This article uses literature method, interview method, questionnaire survey method and other methods to select cases with high popularity inIII the Tongcheng fitness market for analysis, focusing on the service marketing plan. First, the basic situation of Pengcheng Fitness Club is introduced, and then the macro environment and industry environment where it is located are analyzed in detail to understand its market segmentation, target market selection and market positioning. Then use the service marketing theory to study in detail the current situation and shortcomings of Pengcheng Fitness Club’s service marketing strategy from the seven parts of price, product, promotion, channels, personnel, service process and tangible display, and then to Pengcheng Fitness Club from these seven aspects. The service marketing strategy was optimized. It is hoped that through this research, Pengcheng Fitness Club can find a service marketing strategy that meets its own needs, continuously improve product quality and service levels, enhance customer satisfaction, shape a positive corporate image, and develop into the most well-known club in the region. At the same time, I hope that the research results of this article can provide references for the development of commercial fitness clubs in Tongcheng and even the whole country, and promote the development of the entire fitness industry. Key Words: Fitness Club; Service Marketing; marketing strategyIV 目 录 第一章 绪 论...................................................................................................................... 1 一、研究背景与意义............................................................................................................ 1 二、国内外研究现状............................................................................................................ 3 三、研究内容与方法............................................................................................................ 7 第二章 相关理论及分析方法.............................................................................................. 9 一、服务营销相关理论........................................................................................................ 9 二、服务营销环境分析方法.............................................................................................. 11 第三章 鹏成健身俱乐部营销环境分析............................................................................ 13 一、鹏成健身俱乐部基本情况简介.................................................................................. 13 二、宏观环境分析.............................................................................................................. 14 三、行业环境分析.............................................................................................................. 16 四、鹏成健身俱乐部 SWOT 分析........................................................................................ 18 第四章 鹏成健身俱乐部服务营销策略的现状及问题分析.............................................. 22 一、鹏成健身俱乐部服务营销策略的现状分析.............................................................. 22 二、鹏成健身俱乐部服务营销中存在的问题分析.......................................................... 29 第五章 鹏成健身俱乐部服务营销策略的优化.................................................................. 31 一、产品策略优化.............................................................................................................. 31 二、价格策略优化.............................................................................................................. 31 三、渠道策略优化.............................................................................................................. 33 四、促销策略优化.............................................................................................................. 34 五、人员策略优化.............................................................................................................. 35 六、服务过程策略优化......................................................................................