I 摘要 因体育健身行业的发展前景广阔，很多企业选择加入其中，而运动器材行业尤其 受到各方重视。运动器材行业内现有企业为取得先机并保护现有优势需要对当前发展 战略进行调整，而大量新兴企业的出现也使得运动器材行业的竞争愈发激烈。由于我 国健身行业发展处于初级阶段，管理上较为混乱，在高速扩张的过程中会出现诸多问 题，如成本难以降低、产品品质较差、无法按计划完成渠道建设、难以协调研发生产 与销售之间的关系等。 山东大胡子运动器材有限公司系设计开发、生产经营、销售服务于一体的独资企 业，是健美健身系列产品的重要生产企业。公司自主研发设计，采用意大利人设计的 前瞻性，德国严谨的技术工艺，制造的800、900、3000、4000、5000、7000系列， 其高品质和创新理念，强大的研发能力和高尖端的生产设备，筑就了高品质的产品， 从而奠定了强大的市场竞争力。 结合山东大胡子运动器材有限公司当前的运动器材市场营销情况，对山东大胡子 运动器材有限公司运动器材市场营销的模式、市场细分与定位、目标市场的选择和销 售渠道管理都进行了对应的设定和构建。本文有利于把握当下运动器材市场发展环 境，明确运动器材发展的内部环境、外部环境，把握山东大胡子运动器材有限公司运 动器材经营发展的优势和机遇，对其发展过程中的劣势和威胁做好有效应对，从而提 升运动器材营销水平，更好地提升企业的经济效益。通过解决山东大胡子运动器材有 限公司的运动器材产品在市场竞争中的市场营销问题，进一步健全大胡子运动器材公 司的营销策略。 本文分析指出山东大胡子运动器材有限公司运动器材市场营销存在的问题主要 在于产品功能有待进一步完善，定价方式过于单一、渠道开发不够、促销缺乏创新。 山东大胡子运动器材有限公司运动器材目标市场的需求特征主要表现为宣传及销售 不集中，宣传力度不够，消费者购买不方便，未形成一站式购物，健身的理念没有形 成，忽视零售经营，销售过程缺乏导购的产品运用指导，政府全民健身及各体育训练 局、专业健身房、俱乐部等集中采购。鉴于此，本文提出山东大胡子运动器材有限公 司运动器材产品策略方面应注重产品智能化、产品人性化；价格策略方面应加强差别 化、价值化；渠道策略方面应注重渠道的一体化，对分销商的运营模式进行监管；促 销策略方面应加强社会化媒体营销，移动化营销，运用本地化媒体。 关键词：运动器材 营销策略 五力模型 Abstract II Abstract Due to the broad development prospects of the sports fitness industry, many companies choose to join it, and the fitness equipment industry is particularly valued by all parties. Existing companies in the fitness equipment industry need to adjust their current development strategies in order to obtain opportunities and protect existing advantages. The emergence of a large number of emerging companies has also made the competition in the fitness equipment industry more intense. As the development of China's fitness industry is in its infancy and management is more chaotic, many problems will occur during the rapid expansion process, such as difficulty in reducing costs, poor product quality, inability to complete channel construction as planned, and difficulty in coordinating R & D, production, and sales. Shandong Big Beard Sports Equipment Co., Ltd. is a wholly-owned enterprise integrating design and development, production and operation, sales and service. It is an important manufacturer of bodybuilding products. The company independently develops and designs, adopts the forward-looking design of Italians, rigorous German technology, and manufactures 800, 900, 3000, 4000, 5000, 7000 series. Its high-quality and innovative ideas, strong research and development capabilities and high-end production Equipment has built high-quality products, thus laying a strong market competitiveness. Based on the current fitness equipment marketing situation of Shandong Big Beard Sports Equipment Co., Ltd., the corresponding model of Shandong Big Beard Sports Equipment Co., Ltd.'s fitness equipment marketing, market segmentation and positioning, target market selection, and sales channel management are all corresponding. Set up and build. This article is conducive to grasping the current development environment of the fitness equipment market, clarifying the internal and external environment for the development of fitness equipment to grasp the advantages and opportunities of Shandong DHZ Sports Equipment Co., Ltd. ’s fitness equipment business and development. We will effectively respond to disadvantages and threats, thereby improving the marketing level of fitness equipment and improving the economic benefits of enterprises. By solving the market development problem of fitness equipment products of Shandong Big Beard Sports Equipment Co., Ltd. in the market competition, a unique marketing strategy for regional product promotion of fitness equipment enterprises is formed. Abstract III This article analyzes and points out that the problems in the marketing of fitness equipment for Shandong Big Beard Sports Equipment Co., Ltd. are mainly due to the further improvement of product functions, lack of flexible prices, insufficient channel development, and lack of innovation in promotion. The characteristics of the target market of fitness equipment for Shandong Big Beard Sports Equipment Co., Ltd. are mainly manifested by the lack of concentration of publicity and sales, insufficient publicity, inconvenient purchase by consumers, and no one-stop shopping. The concept of fitness has not been formed, and retail operations have been ignored. There is no guidance during sales, and there are few people who ask and understand. The government's national fitness and various sports training bureaus, professional gyms, clubs and other centralized procurement. In view of this, this article proposes that Shandong DHZ Sports Equipment Co., Ltd. should focus on product intelligence, product experience, and humanity in terms of fitness equipment product strategy; strengthen differentiation and value in price strategy; and channel integration in channel strategy To regulate the operation mode of distributors; in terms of promotional strategies, social media marketing, mobile marketing, and localized media should be strengthened. Keywords: Fitness equipment marketing strategy five force model 目 录 IV 目 录 摘要 ........ I ABSTRACT ........................... II 第1章 绪 论 ...................... 1 1.1 研究背景、目的和意义 1 1.1.1 研究背景 ................. 1 1.1.2 研究目的和意义 ..... 1 1.2研究综述 ......................... 2 1.2.1 国外研究现状综述 . 2 1.2.2 国内研究现状综述 . 4 1.2.3 简要述评 ................. 6 1.3 研究内容与方法 ............ 7 1.3.1 研究内容 ................. 7 1.3.2 技术路线图 ............. 7 1.3.3 研究方法 ................. 8 1.4 可能的创新点 ................ 9 第2章 相关概念和理论基础 ........................... 10 2.1概念界定 ....................... 10 2.1.1 市场营销 ............... 10 2.1.2运动器材营销 ........ 10 2.2相关理论 ....................... 10 2.2.1 4PS理论 ................. 10 2.2.2 关系营销理论 ....... 12 第3章 大胡子公司运动器材市场营销现状分析 .......................... 13 3.1公司简介 ....................... 13 3.2大胡子公司运动器材市场营销现状 .......... 13 3.2.1产品现状 ................ 13 3.2.2价格现状 ................ 14 3.2.3渠道现状 ................ 15 3.2.4促销现状 ................ 15 3.3 大胡子公司运动器材市场营销存在的问题 ............................ 15 目 录 V 3.3.1 产品问题 ............... 16 3.3.2 价格问题 ............... 17 3.3.3 渠道问题 ............... 18 3.3.4 促销推广问题 ....... 19 第4章 运动器材市场营销环境分析 ............... 20 4.1宏观环境分析 ............... 20 4.1.1政治法律环境分析 20 4.1.2经济环境分析 ........ 20 4.1.3社会文化环境分析 22 4.1.4技术环境分析 ........ 22 4.2 市场环境分析 .............. 23 4.2.1市场竞争情况分析 23 4.2.2消费者购买决策的影响因素 ............... 25 4.3 市场营销的企业内部环境分析 ................. 27 4.3.1内部资源分析 ........ 27 4.3.2内部能力分析 ........ 29 第5章 大胡子公司运动器材市场营销策略优化建议 .................. 31 5.1产品策略优化建议 ....... 31 5.1.1产品智能化 ............ 31 5.1.2产品人性化 ............ 31 5.1.3产品品牌延伸 ........ 32 5.1.4加强产品售后回访 32 5.2价格策略优化建议 ....... 33 5.2.1实行差别化定价 .... 33 5.2.2增加产品的附加价值 ........................... 33 5.2.3完善经销商价格返利激励 ................... 34 5.2.4完善支付方式