Current Situation Of The Sports Venue's Service Marketing In Beijing University

According to the present situation and characteristics of univerisity gyms in Beijing, the thesis analyses the service marketing feasibility, clears its significance and proposes the concrete methods so as to increase the utility ratio and its social and economic benefit of university gyms. By analysing the service marketing problems and reasons of the present situation in univeristy gyms in our country, the thesis offer suggested countermeasures. The following are included:The process of the service production and its dilivery to the customers is one of the main sectors in service marketing. The satisfactory of the customer for sports are not only from the service itself but the delivery process. Therefore, we should pay attention to not only the service process but the management after that.Inner marketing is an important strategy in the service trade. Its key concept is to develop the customer ideology and to encourage high-efficient marketing action to the employees. The service is done through the relation between staff and customers. The staff actions play an important role in service quality. The manager should emphasize the employees train to generate the active actions and creative service to the customers.The service environment is the key during marketing process. As to revealing perfect service environment, service marketers must sense the environment characters and analyse environment sectors to increase the customers satisfactory.Under the trend of economic and cultural integration, the management ideas control the marketing of gyms greatly. The management ideas is the philosophy in management as well as the basement of conceiving the marketing blueprint of gyms so that it should focus on time trend and continue to innovate. The thesis clarifies the customer satisfactory in marketing, extra service ideas and overall benefit ideas with the condition that customers are satisfied.With the incease of the consumptive level,consumer behavior for service are gradually frequent.Consumer behavioural characteristics for service is the foundation of designing and promoting service marketing in university gyms. Consumer behavior is different from other ones. Service perchase and decision result in consumer mental outlook, which also differ with others. The study of consumer behavior for service is the key in gym marketing.By means of documentaty, questionnaire,interview,statistics and so on, the thesis studys the service marketing of university gyms in Beijing. We can conclude that the service process in university gyms lacks the whole design and control;the employees ignore the ideology of service; in the management,the managers are short of enough right autonomy;managerial talent are needed;marketing sense is weak and the means of marketing are boring.