文档介绍：南京理工大学硕士学位论文火凤凰户外俱乐部整合营销方案设计姓名:郁宇申请学位级别:硕士专业:工商管理指导教师:刘卓林 20110530 硕士论文摘要徐州火凤凰户外俱乐部成立于1999年,是徐州市第一家户外俱乐部。经过多年的经营与发展,火凤凰户外在俱乐部影响力、各级户外活动组织能力、户外产品零售等方面均取得了良好的业绩。近年来,随着经济发展,户外运动在徐州地区迅速普及, 户外俱乐部数量逐年增加,行业内竞争日趋激烈,火凤凰户外俱乐部在会员发展、俱乐部辐射面及户外产品销售上都面临发展的瓶颈。同时,随着户外运动大众化的进程, 户外产品的消费者需求呈现多样化和差异化的趋势,其原有的营销方案已不能满足企业扩大发展的需要,亟待重新整合设计。整合营销传播理论产生于20世纪90年代,该理论强调将各种营销工具和手段系统化结合,通过建立、维护和传播品牌,加强客户关系,提升企业的品牌价值,增加企业的利润。近年来,整合营销传播理论被广泛应用于中国企业营销活动,且取得了良好的效果。本文旨在对徐州火凤凰户外俱乐部的运营现状进行分析,找出其运营现存问题, 对其目标市场进行重新细分和定位,运用整合营销传播理论为企业设计新的营销方案,并制定方案实施保障措施,从而对企业未来营销活动产生指导意义,帮助企业提升品牌知名度,扩大产品销售,进而增加企业的市场竞争力。关键词:户外运动户外俱乐部目标市场整合营销传播硕二t论文 Abstract As the firstoutdoor club,Xuzhou FirePhoenix Outdoor C1ub iSfounded in 999. After years ofmanagement anddevelopment,it has made outstandingachievements in anization and recent years,奶m thedevelopment ofeconomy, outdoor spots[1ie quicklypopularized inXuzhou;the number ofoutdoor clubsis increasing petition withintheindustry isgrowing more intense. Meanwhile,Fire Phoenix isfacing abottleneck inmembership promotion,influence scope and thepopularization of outdoor sports,the needs ofconsumers appear tobe diversifiedanddifferentiated SOthattheformermarketing program cannot satisfy theneed ofextensivedevelopment and tobereintegrated andredesigned. munieation(IMC)came intobeing in 990’s’ which emphasizes thesystematic integration ofvariousmarketing toolsand means;raises brand value and increases theprofits oftheeEnterprise throughestablishingandmaintaining the brand,andenforcing recentyears,IMC hasbeenwidelyapplied in Chineseenterprises’marketing and achievedgood results. Based ontheanalysis ofcurrentoperating situationofXuzhou FirePhoenixOutdoor Club,the thesis,finding outitsexistingproblems,analyzing andrelocating itstarget market,aims todesign anew marketing program byapplying IMC and draw up aplan for safeguard mechanism toguide itsfuturemarketing,raise itsreputation,expand theproduct salesandstrengthen petitiveness. Ke