上海健身服务产品网络团购的现状研究

The Current Status of Fitness Service Products Group-buying Online in Shanghai

本文选取"网络团购"这一体育健身服务业中新型的营销渠道进行探讨。研究主要采取网上调研的方式进行,同时结合访谈法和文献资料法,分析总结出了上海健身服务团购的三点现状:规模不断扩大,参团企业以非连锁型企业为主;项目分布相对集中,地理差距明显;低折低价讨喜,服务稍显落后。最终通过对调查现状的分析,得出以下结论:组合资源,鼓励非连锁企业开发特色产品;辐射郊区,开拓企业和高校市场;注重服务,多平台互动创新预约机制。

Through using the method of survey online, literature investigation and interview, this paper discussed a new marketing channel in fitness service industry - ＂Group - buying online＂, we found out the conclusion a- bout the current situation： the size of the market is expanding, and the enterprise almost not chain; distribution of sports is relatively concentrated, the geographical gap is obviously; customers love low discount and low price products, and the service is not that good. Based on it, the author put forward three conclusions： Combining re- sources, and encouraging the not chain enterprises to develop special products; developing the rural markets, ex- panding the enterprise market and the college market; paying more attention to service, imeracting with customers in multi - platform, and innovating the mechanism of appointment.