健身气功营销策略研究——以五禽戏为例

人们生活水平不断提高,余暇时间的增多,加之疾病的困扰,使得越来越多的人注重养生.而除了饮食、睡眠调理外,选择合适的健身项目尤为重要.文章首先细致分析了健身气功的市场特性,分别从继承传统,赋予时代特色、修身养性、强身健体,养生保健、习练人群的普遍性四点出发.在此基础上,运用营销学里先进的4ps理论,结合瑜伽产业化运行模式,深入分析健身气功的商业化发展路线.从产品策略、价格战略、渠道策略、促销策略探讨健身气功的商业化发展道路.良好的养生保健大环境势必会造就一部分新兴产业的出现,但谁能走在时代的前沿这才是抓住命脉的关键.归根结底,投资者应积极响应政府部门的相关政策,天时地利人和,齐头并进.

Health Qigong Marketing Strategy: A Case Study of Wuqinxi

Continuous improvement of people＇s living standards, increased leisure time, coupled with the problems of diseases, making more and more people pay attention to health. In addition to diet, sleep conditioning, the choice of an appropriate fitness program is particularly important. This paper first does a detailed analysis of the market characteristics of Health Qigong, respectively, from the tradition, given the characteristics of the times, self-cultivation, physical fitness, health care, practicing crowd universality four points of departure. On this basis, the use of advanced 4ps in marketing theory, combined with yoga industrialization mode of operation, in-depth analysis of the commercialization road map of Fitness. From product strategy, pricing strategy, channel strategy, marketing strategy to explore business development path of Fitness. Good health care environment there is bound to be a part of creating new industries, but who can walk in the forefront of the times this is the key to seize the lifeline. Ultimately, investors should respond positively to the policy of government departments, opportune, go hand in hand.