无锡原动力轮滑俱乐部体验营销策略研究
摘要：无锡原动力轮滑俱乐部目前是无锡市轮滑市场的领导品牌,12 年多的品牌经营和良好的口碑形象呈现出一派欣 欣向荣的景象，但是在轮滑市场竞争日益激烈的今天,俱乐部前进的步伐肯定会有所受阻,这就要求原动力俱乐部分 析找出自己的竞争对手，改进营销策略，在营销活动中充分发挥优势，克服或避开劣势，获得竞争优势。 本文针对 原动力轮滑俱乐部现在的发展现状，通过自己在俱乐部近 1 年的工作经验和对无锡市轮滑市场的调查考验，对原动 力轮滑俱乐部的体验营销策略作出研究，旨在提高无锡原动力轮滑俱乐部的销售额,提高无锡原动力轮滑俱乐部的品 牌竞争力并不断扩大俱乐部的市场影响力，希望可以为无锡原动力俱乐部未来的发展起到一定帮助作用。 关键词：无锡轮滑销售；轮滑市场拓展；体验营销策略 Experience marketing research of wuxi original power roller skating club Abstract:Wuxi impulsion roller skating club roller skating in wuxi city, is currently the leading brand of the market, more than 12 years of brand management and good reputation image presents a thriving scene, but in the roller skating market increasingly competitive today, the club the pace of progress will be blocked, which requires the impulsion club analysis to find out their competitors, improving marketing strategy, give full play to the advantages in the marketing activity, to overcome or avoid disadvantage, gain a competitive advantage.In the light of the current situation of the development of motive power roller skating club now, through his nearly 1 years working experience in the club and the roller skating of wuxi city market investigation and test, the experience marketing strategy to make a study of impulsion roller skating club, designed to increase sales of wuxi impulsion roller skating club, to improve the brand competitiveness of wuxi impulsion roller skating club and continuously expand the market influence of the club, can hope for the future development of wuxi impulsion club help function. Key words: wuxi roller skating sales;Roller skating market development;Sales experience marketing strategy
目录 摘要、关键词…………………………………….………...………………........……1
一、 公司简介及环境分析..........................................................................................1
（一） 轮滑行业市场分析...................................................................................1
（二）无锡原动力轮滑俱乐部简介.....................................................................2
（三）无锡轮滑市场竞争情况.............................................................................2
（四）无锡原动力轮滑俱乐部目标顾客.............................................................3
1. 主要客户....................................................................................................4
2. 次要客户....................................................................................................5
二、 无锡原动力轮滑俱乐部体验营销策略现状分析..............................................5
（一） 体验营销概述...........................................................................................5
1.感官式体验营销..........................................................................................5
2.情感式体验营销..........................................................................................5
3.服务式体验营销..........................................................................................5
4.价格体验营销..............................................................................................6
（二） 无锡原动力轮滑俱乐部东亭门店销售情况分析...................................6
（三） 无锡原动力轮滑体验营销策略分析.......................................................7
1.感官式体验营销的应用..............................................................................7
2.情感式体验营销的应用..............................................................................8
3.服务式体验营销的应用..............................................................................8
4.价格体验营销的应用..................................................................................8
三、 体验营销策略中存在的问题及解决方案..........................................................8
（一） 销售人员不够专业...................................................................................8
（二） 教练在轮滑体验中积极性不高...............................................................9
（三） 老学员跟踪度不高...................................................................................9
（四） 个别学员情绪化影响整体教学.............................................................10
（五） 体验课程的反馈不足.............................................................................11
（六） 个性化需求度不够.................................................................................11
四、 总结....................................................................................................................12
参考文献......................................................................................................................12
参考文献 [1] 石青辉. 体验营销的价格因素及定价策略[J]. 管理科学文摘. 2005(06):24-26. [2] 刘凯. 体验产品的营销策略研究[D]. 郑州大学. 2007 [3] 吴健安．市场营销学[M].北京：高等教育出版社，2011.06：394-398 [4] [4]邵兵家.客户关系管理[M].北京：清华大学出版社，2010
