摘要
以整合营销传播理论为基础,探讨健身产业发展整合营销传播应具备的六大基本理念与实务执行时的七大策略内涵,针对健身产业未来在发展整合营销传播上提出建议,以协助健身从业者逐渐朝向以会员为主、由外而内的营销传播导向。指出健身产业发展整合营销传播已刻不容缓,要营造俱乐部差异化的竞争优势与经营特色,建立会员与品牌之间紧密连结的关系,才能达到企业可持续经营的目标。
This paper aims to explore the six basic ideals of integrated marketing communication and seven strategies of implementation in fitness industry based on the integrated marketing communication theory.In the end,suggestions about developing integrated marketing in the future are put forward in order to help the participants in the fitness industry transform to membership-majored and outside-in oriented marketing communication.To develop the integrated marketing communication in fitness industry does not permit any delay.Form the diversified advantages of clubs and the characteristics of operation,and establish close links between members and brands so that sustainable development goal can be achieved.
出处
《体育科技》
2016年第3期114-116,共3页
Sport Science and Technology
关键词
健身产业
整合营销传播
发展理念
fitness industry
integrated marketing communication
idea of development
