在当下飞速发展的现代社会中，人们不仅面临着各种工作与生活的压力、情 绪的管理也越来越被重视，近年来很多的抑郁症患者频频的出现在我们的生活中， 这些都直接影响着我们的身体和心理健康，关于健康的话题也频频登上热搜榜单。 随着国民经济的发展，瑜伽作为一种修身养性的运动，自2000年以后在中国普 及推广开来。尤其在近几年，明星效应、电影推广更是把瑜伽从小众运动逐渐转 型成全民化运动。瑜伽馆的出现也如雨后春笋般涌现。长沙作为一个新一线城市， 瑜伽在当下的市场上也是层出不穷，竞争激烈，怎样去经营好一个优质的瑜伽馆 成为每一个馆主思考的问题。 本文以ZY瑜伽馆为例，在市场营销相关理论的指导下，系统的研究了ZY 瑜伽馆的营销策略问题。首先全面的描述了目前ZY瑜伽馆的营销现状及出现的 问题：从师资团队的管理与产品的单一、组织架构与管理的缺乏、瑜伽馆的定位 与品牌意识的薄弱等几个问题进行剖析，然后详细的分析了瑜伽馆营销外部环境 与内部环境、SWOT分析，其次结合ZY瑜伽馆在营销策略中存在的问题，从定 位、产品、师资、管理等方面进行了深度探讨，最后给出了相关的营销策略方案 与实施规划建议。 本文结合相关文献，以自己所在的ZY瑜伽馆为例，采用理论和实际相结合 的方法对ZY瑜伽馆的营销策略进行研究。目前虽然国内外对瑜伽馆的研究很少， 但本人通过对瑜伽多年的学习了解，以及在ZY瑜伽馆的工作中深入一线实时动 态的把握瑜伽馆信息。透析瑜伽市场的营销策略，最终旨在帮助ZY瑜伽馆解决 经营中存在的一些问题的基础上，促使其在激烈的市场竞争中脱颖而出。同时为 今后研究瑜伽馆的营销建设提供相关的理论基础和实战经验，并为其他类似企业 对营销建设的研究提供了一定的借鉴作用。 关键词：瑜伽；ZY瑜伽馆；营销策略；研究 II Abstract Inthecurrentrapiddevelopmentofmodernsociety，peoplearenotonlyfacinga varietyofworkandlifepressure，emotionalmanagementisalsomoreandmore attention，inrecentyears，alotofdepressionpatientsfrequentlyappearinourlives， whichdirectlyaffectourphysicalandmentalhealth，thetopicofhealthisalso frequentlyonthehotsearchlist.Withthedevelopmentofnationaleconomy,yoga,as akindofself-cultivationsport,hasbeenpopularizedinChinasince2000.Especially inrecentyears,stareffectandmoviepromotionhavegraduallytransformedyoga fromminoritymovementtoallpeoplemovement.Theemergenceofyogacenteris springingup.Asanewfront-lineCity,Changshayogaisalsoemerginginanendless streaminthecurrentmarket,withfiercecompetition.Howtomanageahigh-quality yogastudiohasbecomeaquestionforeverylibrariantothinkabout. Inthispaper,ZYyogastudioasanexample,undertheguidanceofmarketing theory,themarketingstrategyofZYyogastudioisstudiedsystematically.Firstofall, itdescribesthecurrentmarketingsituationandproblemsofZYYogaStudio:fromthe singlemanagementandproductofteachers'team,thelackoforganizationalstructure andmanagement,theweakpositioningandbrandawarenessofyogastudio,andthen analyzestheexternalandinternalenvironmentofyogastudiomarketing,SWOT analysis,followedbythemarketingstrategyofZYyogastudioTheexistingproblems arediscussedindepthfromtheaspectsofpositioning,products,teachers,management, etc.Finally,therelevantmarketingstrategiesandimplementationplanning suggestionsaregiven. Basedontherelevantliterature,thispapertakesZYyogastudioasanexample, andstudiesthemarketingstrategyofZYyogastudiobycombiningtheorywith practice.Atpresent,althoughthereislittleresearchonyogahallathomeandabroad, Ihavelearnedaboutyogaformanyyears,andhaveadeepunderstandingofthe real-timeanddynamicinformationofyogahallintheworkofZYyogahall.By analyzingthemarketingstrategyofYogamarket,thefinalpurposeistohelpZYyoga studiotosolvesomeproblemsexistinginitsoperation,soastomakeitstandoutin thefiercemarketcompetition.Atthesametime,itprovidesthetheoreticalbasisand practicalexperienceforthefutureresearchonthemarketingconstructionofyoga studio,andprovidessomereferenceforothersimilarenterprises. Keywords:Yoga;ZYyogastudio;marketingstrategy;research III 目录 摘要..............................................................................................................................I Abstract......................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景及意义............................................................................................1 1.1.1研究背景.............................................................................................1 1.1.2研究意义............................................................................................2 1.2国内外相关研究综述.....................................................................................2 1.2.1国外研究............................................................................................2 1.2.2国内研究............................................................................................3 1.3研究基本框架................................................................................................4 1.3.1研究框架............................................................................................4 1.3.2研究内容............................................................................................4 1.4研究方法与创新点........................................................................................5 1.4.1研究方法............................................................................................5 1.4.2创新点................................................................................................5 第2章概念界定及相关理论......................................................................................6 2.1营销组合理论................................................................................................6 2.1.1营销组合—4C理论...........................................................................6 2.1.2营销组合—7P理论...........................................................................7 2.1.3STP理论.............................................................................................8 2.2营销与营销策略............................................................................................8 2.2.1营销....................................................................................................8 2.2.2营销策略............................................................................................9 2.3营销管理理论..............................................................................................10 2.4SWOT分析.....................................................................................................11 第3章ZY瑜伽馆的现状及问题................................................................................13 3.1瑜伽馆概况..................................................................................................13 3.1.1瑜伽..................................................................................................13 3.1.2瑜伽馆..............................................................................................13 3.1.3ZY瑜伽馆介绍.................................................................................14 3.2ZY瑜伽馆的营销现状.................................................................................14 3.2.1ZY瑜伽馆师资现状.........................................................................14 IV 3.2.2ZY瑜伽馆产品现状.........................................................................15 3.2.3ZY瑜伽馆管理现状.........................................................................16 3.3ZY瑜伽馆营销中存在的问题.....................................................................17 3.3.1师资规划不合理..............................................................................17 3.3.2产品单一..........................................................................................17 3.3.3管理架构未完善..............................................................................18 3.3.4定位与品牌意识薄弱......................................................................18 第4章ZY瑜伽馆营销环境分析................................................................................20 4.1ZY瑜伽馆营销外部环境分析...