羽毛球论文羽毛球 培训 网络营销.doc

羽毛球论文：羽毛球 培训 网络营销【中文摘要】随着我国互联网产业的蓬勃发展,各行各业无不与互联网紧密的联系在了一起;截止到2010年6月,我国的网民数量已经突破4.2亿人,手机网民的数量也突破了2.77亿人,互联网的普及率更是攀升至31.8%。在此基础上,体育运动营销也瞄准了这一领域,开始广泛与互联网对接,尤其是体育赛事的网络营销更是有了铺天盖地的发展,各大网站纷纷设立体育专版进行体育营销,并借助体育赛事提高自身价值。羽毛球运动作为北京市最时尚运动之一,越来越多的羽毛球爱好者通过网络参与羽毛球运动、寻求羽毛球运动相关信息;羽毛球培训服务顺应发展需求,培训服务营销迅速在互联网上兴起,搜索引擎、社区论坛、培训网站等纷纷涌现出羽毛球培训服务的广告,由此可见,羽毛球培训服务的网络营销已经得到了广大网民的认可并迅速发展开来。本论文以网络营销理论作为基础,采用文献资料、逻辑分析法、专家访谈法、问卷调查法、数理统计法并结合互联网特点优势和羽毛球培训服务商品的特殊性,对羽毛球培训服务网络营销的特点进行分析研究,并通过对当前北京市羽毛球培训服务提供商的网络营销模式、手段、工具的调查研究,分析羽毛球培训服务网络营销的优势和存在的不足,以此提出相应的对策建议。通过调查研究表明:羽毛球培训服务网络营销模式丰富、工具繁多,有网络广告、社区论坛、搜索竞价排名、自建网站、博客营销、电子邮件营销、团购营销等等,但是营销水平偏低,营销内容粗陋并存在大量抄袭现象甚至存在很多虚假信息,营销缺乏创新思想大都相互模仿,缺乏专业的网络营销人才,没有充分发挥羽毛球培训服务自身特点和互联网优势。根据调查研究结果,本文提出了如下建议:(1)营销人员应加强网络营销知识的学习。(2)提高职业素质增强职业道德。(3)积极创新,走独立特色的路线,避免相互模仿大众化。(4)羽毛球专业营销人员应加强与网络技术人才的交流合作,做到优势互补。(5)将网络营销与传统营销相结合,最大化的发挥网络营销作用。【英文摘要】All of the industries are closely linked together with internet business at the background of vigorous development of Chinas Internet industry. At the end of June 2010, the number of netizen in China has exceeded 420 million and the number of mobile Internet users has also exceeded 277 million. Internet penetration rate is increased to 31.8%.In this case, sports marketing is also targeting at this area and has began extensive docking with the Internet. Especially the network marketing of sports events has been overwhelming developed. A lot of websites have set up special edition for sports marketing and with sports events to improve the value of themselves.Badminton is one of Beijings most fashionable sports. Today more and more badminton enthusiasts involved in badminton sport and seek information about badminton through the network. Badminton training services conform to the requirement of the development and Marketing Training Services has emerged in network. Advertisement of badminton at on training services appear one after another. Search engine, CommunityForums, Training Sites and so on. This shows that badminton training services marketing has been recognized by the majority of internet users and developing very rapidly. Network marketing theory is the basis of this paper. In this paper we use many methods to study, such as literature search, logical analysis, expert interviews, questionnaire survey and mathematical statistics. We combine the advantages of Internet and the special nature of the badminton training services to analysis the characteristics of badminton training services network marketing. We also analysis advantages and disadvantages of badminton training services network marketing and put forward relevant suggestions through researched the models, measures and tools of the current Beijing badminton training service providers network marketing.Through investigation and research it shows that models and tools of badminton training network marketing are rich, such as online advertising, community forums, PPC(Pay-Per-Click) search, self-built website, blog marketing, email marketing, group purchase marketing and so on. But the level of the marketing is low, the contents of the marketing is clumsiness, existing lots of copying phenomena and false information, lack of innovative ideas and mostly imitate each other, lack of professionals of network marketing and the exertion of the badminton training services own characteristics and advantages of the internet is inadequately.According to the survey results, we propose the following recommendations: (1) marketing staffs should study knowledge of the network marketing. (2) improve the professional quality and ethics. (3) innovative actively, take the independent path, to avoid mutual imitation of popularity. (4) badminton professional marketing staff should strengthen cooperation with computer technical person to complement each other. (5) combine network marketing with traditional marketing to maximize the advantage of the network marketing .【关键词】羽毛球 培训 网络营销【英文关键词】Badminton Training Network Marketing【目录】北京市羽毛球培训网络营销现状的调查与研究中文摘要5-6Abstract6-71、前言8-151.1 选题依据8-91.2 研究目的、意义91.3 研究任务91.4 文献综述9-151.4.1 对羽毛球产业开发的研究9-101.4.2 对羽毛球运动开展情况的研究10-121.4.3 对羽毛球培训的研究121.4.4 对网络营销的研究现状12-141.4.5 对体育运动网络营销的现状与研究14-152、研究对象和研究任务15-172.1 研究对象15-162.2 研究方法16-172.2.1 文献资料法162.2.2 访谈法162.2.3 问卷调查法16-172.2.4 逻辑分析法172.2.5 数理统计法173 研究结果与讨论17-533.1 羽毛球培训网络营销的内涵与基本模式17-203.1.1 羽毛球培训网络营销的内涵17-183.1.2 羽毛球培训网络营销的基本模式18-203.2 网络营销与羽毛球培训的特点分析20-263.2.1 网络营销的特点与优势20-213.2.1.1 公平竞争性203.2.1.2 互通性203.2.1.3 时空性203.2.1.4 针对性203.2.1.5 经济便捷性20-213.2.1.6 多媒体大容量性213.2.1.7 综合性213.2.2 羽毛球培训的特点21-233.2.2.1 消费过程的不可控性223.2.2.2 无法感知性223.2.2.3 产品的社会性223.2.2.4 生产与消费同步性22-233.2.2.5 所有权缺失性233.2.3 羽毛球培训及其网络营销的SWOT 分析23-263.2.3.1 北京市羽毛球培训及其网络营销的优势23-243.2.3.2 北京市羽毛球培训网络营销的弱势24-253.2.3.3 北京市羽毛球培训网络营销的机遇25-263.2.3.4 北京市羽毛球培训网络营销的威胁263.3 北京市羽毛球培训网络营销现状与营销策略分析26-443.3.1 北京市羽毛球培训机构与个人现状26-293.3.2 北京市羽毛球培训网络营销的模式29-393.3.2.1 网络广告模式29-313.3.2.2 搜索竞价排名模式31-333.3.2.3 社区平台模式33-343.3.2.4 博客营销模式34-353.3.2.5 电子邮件营销模式35-373.3.2.6 团购营销模式37-393.3.3 北京市羽毛球培训网络营销的工具与方法39-413.3.3.1 培训网站39-403.3.3.2 网络广告403.3.3.3