【作者】 赵敏；

【导师】 俞会新；

【作者基本信息】 河北工业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 近些年来,随着我国综合实力的不断提升,经济快速发展,人民在精神层面以及物质生活的需求也在日益增长。在崇尚创新发展的大环境下,人们在高强度的工作之余,将越来越多的关注点放在了闲暇时间可进行的休闲娱乐活动,创新与娱乐相结合的文化产业如雨后春笋般兴起。其中,蹦床馆的兴起与推广,将人们对竞技体育的热情投入到了闲暇的生活当中,既锻炼身体又充实生活、释放压力。在网络大数据超速发展的时代,人们在各类移动客户端使用频率大幅度增加,与传统媒体截然不同的新媒体恰逢其时地进入大众视野,新媒体凭借其及时性、社群化、高效率等特点,成为各个行业争相尝试的新型营销方式。WP蹦床馆与同类型蹦床馆相比新媒体营销策略缺乏主动性、创新性,竞争力不强,为稳客流、保持自身竞争力,对蹦床馆新媒体营销策略进行研究,完善蹦床馆营销策略确有必要。随着各类娱乐活动的萌芽与创新,以及大环境的变化,唐山WP蹦床馆的发展也需要将营销策略进行改进升级,从而保持自身竞争力。本文以唐山WP蹦床馆新媒体营销为研究对象,利用7Ps营销理论对唐山WP蹦床馆新媒体营销策略现状进行研究,发现当前营销策略存在消费者产品体验感不佳、定价策略不完善、宣传推广效果差、销售渠道覆盖面窄、人员安排不合理、营销策略执行不到位、缺乏有形展示等问题。结合营销环境的分析,在政治经济大环境向好的趋势下,不管是人们对新鲜文化娱乐方式的追求,还是新媒体平台出现以及其营销与推广模式的完善,这些都为蹦床馆的发展提供了新机遇和新挑战。通过对市场细分及目标市场的选择,在AISAS模式理论基础上对WP蹦床馆的新媒体营销策略提出了包括提升场馆品质标准、完善定价策略、扩大微平台影响力、拓宽销售渠道、改善线上服务质量、重视过程管理、提高网络视频质量的改进建议,并对蹦床馆的新媒体营销策略实施提出建立员工激励政策、制定资金保障措施、形成信息化管理系统的保障措施。更多还原

【Abstract】 In recent years,with the continuous improvement of my country’s comprehensive strength and rapid economic development,the people’s spiritual and material needs are also increasing.In the environment of advocating innovation and development,people pay more and more attention to leisure and entertainment activities that can be carried out in their leisure time after high-intensity work.The cultural industry that combines innovation and entertainment has sprung up.Among them,the rise and promotion of trampoline gyms put people’s enthusiasm for competitive sports into their leisure life,which not only exercises their bodies but also enriches their lives and releases stress.In the era of rapid development of network big data,the frequency of people’s use of various mobile clients has increased significantly.High efficiency and other characteristics have become a new marketing method that various industries are vying to try.Compared with the same type of trampoline gymnasium,the new media marketing strategy of WP trampoline gym lacks initiative,innovation and competitiveness.In order to stabilize the passenger flow and maintain its own competitiveness,research the trampoline gym new media marketing strategy and improve the trampoline gym marketing strategy.It is indeed necessary.With the budding and innovation of various entertainment activities and the changes in the general environment,the development of Tangshan WP Trampoline Gym also needs to improve and upgrade its marketing strategy to maintain its competitiveness.This article takes Tangshan WP Trampoline Gym’s new media marketing as the research object,and uses 7Ps marketing theory to study the current situation of Tangshan WP Trampoline Gym’s new media marketing strategy.It is found that the current marketing strategy has problems such as poor consumer product experience,imperfect pricing strategy,poor promotion effect,narrow sales channel coverage,unreasonable personnel arrangement,inadequate implementation of marketing strategy,and lack of tangible display.Combined with the analysis of the marketing environment,under the favorable trend of the political and economic environment,whether it is people’s pursuit of fresh cultural and entertainment methods,the emergence of new media platforms and the improvement of their marketing and promotion models,these will provide for the development of trampoline gyms.New opportunities and new challenges have been created.Through the selection of market segmentation and target market,on the basis of AISAS model theory,the new media marketing strategy of WP Trampoline Hall is proposed,including improving stadium quality standards,improving pricing strategies,expanding micro-platform influence,broadening sales channels,and improving lines.Improve the quality of service,pay attention to process management,and improve the quality of online video,and put forward the establishment of employee incentive policies,the development of capital guarantee measures,and the formation of safeguard measures for the formation of an information management system for the implementation of the trampoline hall’s new media marketing strategy.更多还原