摘要
摘 要
随着经济全球化的发展，近年来体育产业的发展势头强劲。后疫情时代下，
全民健身已成为主流，国内掀起了新一轮体育运动热潮。羽毛球运动拥有着良
好的群众基础和消费群体，存在广阔的市场发展前景，各地经营性羽毛球
馆处于良性发展的态势。国内不少会展中心借助场馆富足的先天优势，开启
“会展+体育”的多元化新业务模式，利用展会使用率低的场馆打造成经营
性羽毛球馆。在此背景下，厦门 A 羽毛球馆孕育而生。自试运营以来，球
馆实现了一定的营收。但是，面对日益激烈的市场竞争和消费者的多元化
需求，球馆暴露出很多经营中亟待解决的问题，导致客户粘性低，未能如
期实现盈利目标。
本文以厦门A 羽毛球馆为研究对象，运用调查研究法、比较分析法、
数据分析法等研究方法，根据发现问题、分析问题和解决问题的思路，优
化球馆的营销策略，满足消费者需求，让球馆在营销方面得以突破，提高
市场占有率。在内容安排上，首先，基于历史研究成果，有针对性地对国
内外体育场馆和羽毛球馆的文献进行分析研究，归纳并确认适合本文的理
论基础；其次，采用服务营销7Ps 理论，从产品、定价、分销、促销、人员、
过程、展示这7个要素来分析羽毛球馆的营销策略现状，并通过消费者调研发现
A羽毛球馆营销策略存在的主要问题，主要体现在产品、分销、促销、人员、展
示策略这五个方面；再次，运用宏观和微观营销环境分析法，对羽毛球馆进
行系统性分析，以此针对性地提出合理化建议，通过拓宽多元化特色服务，构建
线上分销平台，创新促销手段，提升员工营销积极性和球馆的展示氛围等措施来
优化营销策略；最后，为顺应市场变化和球馆的可持续发展运营，通过组织、人
力、经费、技术、资源等方面保障措施多管齐下，确保营销策略的优化方案有效
落地。
关键词: 服务营销；羽毛球馆；营销策略
I
Abstract
Abstract
Withthedevelopmentoftheglobaleconomy,thesportsindustryhas
developedrapidlyin recentyears.In thepost-epidemicera, publicfitness
activitieshave been extensivelycarried out in China, which evoke a new round
of enthusiasmfor physicaltraining.Badmintonhas alreadyreceivedwidely
supportsand consumptionrequirementsfrom the public.Thereis extensive
room for market growth and development.In recent years, badmintonstadiums
haverunwellandhavemaintainedsoundmomentumofgrowth.Many
Exhibition& ConventionCenterinChinahavelauncheddiversified new
businessmode of combingwith sports.Therefore,badmintonstadiumshave
been made to the market in order to improve the utilizationof stadiums.In this
case,Xiamen A BadmintonStadiumemergedas the marketrequire.Ithas
obtainedsomebusinessprofitsfromitstrialoperation.However,many
problems that need to be solvedhave been exposedin the face of increasingly
fiercemarketcompetition,resultingin low adhesivenessof consumersand
failing to achieve targets.
This thesis takes the marketingstrategy of Xiamen A Badminton Stadiumas
a researchobjectand adoptssome researchmethods such as survey research,
comparisonand data analysisin order to achieveresearch purpose.According
to the researchthoughtsof problemfinding, analyzingand solving,it aims to
improvethemarketingstrategyofthebadmintonstadiumandmeetthe
requirementsof consumersso that current marketingproblemscan be solved
effectivelyandmarketsharecanbe enhancedgreatly.Firstly,carryout
researchonthepastliteratureofdomesticandforeigngymnasiumand
badminton courts for directionsand basic theory of marketingstrategy in terms
of previous researchfindings.Secondly,analyze marketingstatus in terms of
7Ps theory,including serviceproduct, price, place, promotion,people, process
and physicalevidenceand then put forwardthe main existingfive problems
III