I 摘要 近些年，随着国家、社会的发展与进步，人民生活水平的提高，人们对于健康越来 越重视，政府部门也不断增加体育基础设施的投资建设，体育健身类消费日益增加。人 们对青少年的健康重视程度也不断上升。以青少年为主要培训对象的体育培训行业发展 迅速，其中羽毛球培训的热度也不断增加。但在一些中小型城市，如衡水市，羽毛球培 训行业发展缓慢。其主要原因在于，羽毛球消费较高，在经济不够发达地区不易普及； 人们的消费意识还没有被唤醒，相应的需求还没被充分挖掘；羽毛球培训机构的经营管 理方式落后，盈利水平不高，不利于规模的壮大。 本文以衡水市伟泰羽毛球学校为研究对象，根据营销管理中的营销策略理论为基 础，采用文献资料法、访问调查法、问卷调查法、数理统计法等对伟泰羽校的宏观和微 观营销环境进行分析。衡水市历来不太重视体育教育，但近年来政策环境逐渐转好；经 济水平比较落后，但发展迅速；羽校的管理经营水平不高，盈利水平低，规模发展缓慢； 市场供需结构略显不平衡，基础层面需求尚待发掘，高端层面供应不足；羽校来自同类 羽毛球培训机构的竞争压力不太大，其竞争压力主要来自其他体育培训项目；消费者方 面显示出很强的社区化特性，学员家长对于羽毛球培训的核心需求、动机是孩子的身心 健康和发展，学员的家庭收入水平和家长的学历水平都较高，家庭情况总体较好。 根据以上情况，对羽校进行SWOT分析：羽校具有的优势方面，主要是有专业的教 练团队、科学的训练方法和综合条件较好的训练场地等；劣势方面，主要是羽校受项目 本身限制，管理水平不高，缺乏高水平专职教练等；机遇方面，主要是国家、河北省和 衡水市的体育类政策对羽校发展较为有利；威胁方面，主要是由于市场上其他体育类培 训机构数量和规模不断增加，且部分项目群众基础和价格更具有优势，对羽校造成了一 定的竞争压力。 进而，用STP对伟泰羽校的营销目标进行重新定位，将羽校的目标市场和产品定位 为中高端市场。并从完善产品设计、制订灵活的价格策略、多渠道结合、多促销方式结 合、建立完备的教练管理机制、建立企业识别系统、制订服务标准等方面，为羽校制订 河北大学硕士学位论文 II 了一系列的营销组合策略。 关键词 中小城市 羽毛球培训机构 营销策略 Abstract III Abstract In recent years, with the development and progress of the country and society，with the improvement of people's living standard, people have begun to pay more and more attention to the issue of health. The government also has continuously increased the investment and construction of sports infrastructure, and the consumption on sports and fitness has increased day by day. There is also an increasing emphasis on the health of adolescents. The sports training industry, which mainly focuses on young people, is developing rapidly, among which badminton training is increasingly popular. But in some small and medium-sized cities, such as Hengshui city of Hebei Province, the development of badminton training industry is slow. There are three main reasons. Firstly, the costs on badminton are relatively high, ant it is not easy to popularize badminton in the less developed areas.Secondly, people's consumption consciousness has not been awakened and the corresponding demand has not been fully tapped. Thirdly, the operation and management of badminton training institutions is backward and the profit level is not high, which is not conducive to the expansion of the scale. Weitai Badminton Training School of Hengshui City is taken as the research object in this paper. According to the marketing strategy theory in marketing management as the basis, the methods of literature, interview survey, questionnaire survey, mathematical statistics, etc. are applied to analyze the Weitai Badminton School's marketing environment, operating status, basic situation of consumers and consumer demand motivation. Hengshui city has not always attached great importance to physical education, but in recent years the policy environment gradually improved; The economic level is relatively backward, but developing rapidly; Weitai school's management and operation level is not high, the profit level is low, the scale development is slow; Market supply and demand structure is slightly unbalanced, the demand of basic level is still to be explored, the supply of high-end level is insufficient; The competition pressure of Weitai school from similar badminton training institutions is not too 河北大学硕士学位论文 IV great, and the competition pressure mainly comes from other sports training programs. The aspect of consumers has shown a strong community character. The core demand and motivation of the parents for badminton training is the physical health, mental health and development of children. Students' family income level and parents' educational level are relatively higher, and their family situation is generally better. According to the above situation, SWOT analysis is carried out on the feather school: the strongth of Weitai school include professional coach team, scientific training methods and good condition training place. The weekness of the school is mainly limited by the badminton project itself, the management level is not high, lack of high-level professional coaches, etc. Opportunity aspect, mainly is the sports policy of the national, Hebei province and Hengshui city are favorable to the school's development; In terms of threats, it is mainly due to the increasing number and scale of other sports training institutions in the market, which has caused certain competitive pressure on Weitai school. Then,STP is applied to re-position the marketing target of Weitai School to satisfy the needs of middle and high-end market with adjustments of products and market target.And a series of marketing mix strategies are formulated for Weitai school from the aspects of improving product design, formulating flexible pricing strategy, combining multiple channels, combining multiple promotion methods, establishing complete coach management mechanism, establishing enterprise identification system, and formulating service standards. Key words Small and Medium-sized Cities Badminton Training Institutions Marketing Strategy 目 录 V 目 录 第一章 绪 论 ............................................................. 1 1.1 研究背景和意义 ................................................... 1 1.1.1 研究背景 ................................................... 1 1.1.2 研究目的 ................................................... 2 1.1.3 研究意义 ................................................... 2 1.2 国内外关于青少年羽毛球培训市场营销策略的研究现状 ................. 3 1.2.1 国外研究现状 ............................................... 3 1.2.2 国内研究现状 ............................................... 4 1.3 研究对象和方法 ................................................... 5 1.3.1 研究对象 ................................................... 5 1.3.2 研究方法 ................................................... 6 1.4 研究内容和思路 ................................................... 6 1.4.1 研究内容和创新点 ............................................ 6 1.4.2研究思路 .................................................... 7 第二章 营销与青少年体育培训的相关理论概述 ................................ 8 2.1 关于营销的概述 ................................................... 8 2.1.1 市场营销概述 ............................................... 8 2.1.2 体育市场营销概述 ........................................... 8 2.1.3 服务营销和7Ps理论 .......................................... 9 2.2 关于青少年羽毛球培训的概述 ....................................... 9 第三章 衡水伟泰羽校的营销环境分析 ....................................... 11 3.1 衡水伟泰羽校的宏观环境分析 ...................................... 11 3.1.1 政治环境分析 .............................................. 11 3.1.2 社会文化环境分析 .......................................... 12 河北大学硕士学位论文 VI 3.1.3 人口、经济环境分析 ........................................ 12 3.1.4 技术环境分析 .............................................. 13 3.2 衡水伟泰羽校的微观环境分析 ...................................... 13 3.2.1 机构概况和经营现状 ........................................ 13 3.2.2 市场竞争者分析 ............................................ 17 3.2.3 市场供需分析 .............................................. 19 3.2.