摘要................................................................................................................................I 目录..............................................................................................................................Ⅲ 图清单..........................................................................................................................Ⅶ 表清单..........................................................................................................................Ⅷ 1绪论............................................................................................................................1 1.1研究背景................................................................................................................1 1.2研究内容................................................................................................................2 1.3研究方法................................................................................................................2 1.4研究技术路线图....................................................................................................3 2核心理论概述............................................................................................................5 2.1STP理论.................................................................................................................5 2.2营销组合理论........................................................................................................5 2.37P营销组合理论...................................................................................................6 3营销现状及问题分析................................................................................................9 3.1俱乐部基本情况....................................................................................................9 3.2现有学员情况调查..............................................................................................12 3.3现行营销策略......................................................................................................18 3.4现行营销策略问题分析......................................................................................20 3.5小结......................................................................................................................22 4市场调查与市场分析..............................................................................................23 4.1市场调研..............................................................................................................23 4.2SWOT分析.............................................................................................................27 4.3波特五力模型分析..............................................................................................33 4.4小结......................................................................................................................35 5营销策略制定与优化..............................................................................................36 5.1营销战略制定.......................................................................................................36 5.2营销策略优化......................................................................................................40 5.3营销策略实行的保障措施..................................................................................50 6结论..........................................................................................................................52 IV