STP战略在哈尔滨市健身俱乐部中的应用研究——以哈尔滨人和国际健身俱乐部为例

The Use of STP Strategically Theory in the Fitness Club in Harbin——take the Harbin Renhe International Fitness Club as an example

目前国内体育健身市场发展迅速,但也存在诸多问题。特别是对于STP理论在健身俱乐部行业中的运用,还处于摸索和研究阶段。文章以哈尔滨人和国际健身俱乐部为例,分析了健身俱乐部营销策划中存在的主要问题,然后根据哈尔滨市健身俱乐部市场发展的状况,并结合本行业的固有特点,系统分析了如何在健身俱乐部营销中运用STP战略。

The domestic sports fitness market develops rapidly at present, but a lot of questions exist. Especially the application of the STP theory in the fitness club is still in probing and study stage. This research object of this thesis is renhe fitness club, by using literature, questionnaire investigation, interview, observation method etc, it analyzed the main problems of the marketing plan. According to the present situation of domestic development of fitness club market and combining the intrinsic characteristic of the fitness club products, it studied bow to use STP strategy.