Guangzhou Origin Yoga Studio Service Marketing Strategy Analysis

With the improvement of resident?s living standard in our country,people pay more and more attention to physical and mental health problems,all kinds of sports health preservation project received extensive attention of people.Yoga,as one of the sports to stretch the body and exercise body,gradually enters to the life of people,yoga club is a form of one of the most important.In recent years,yoga club emerge in endlessly in all cities,Guangzhou is not exceptional also,yoga's development is facing huge competitive survival problem,how to stand out in so much yoga pavilion and realize sustainable development,which become a problem we need to solve.Fundamentally,we should start from the demand of consumers and formulate a series of service marketing strategy to ensure the formation of the unique core competitiveness.At first,this paper expounds the background of the thesis and the research significance,and the overall train of thought and the overall framework of the research to this problem,which provides a clear step for later detailed analysis,by the next,this paper expounds the research methods and the concrete research content;Secondly,the paper elaborates related theory of the yoga in China and the related theories of service marketing,which is a basic theory foreshadowing for the later analysis;Third,the paper introduces the detailed situation of Guangzhou Yuandian yoga and analyzed the main marketing problems,including products,personnel,channel,tangible demonstration,process,etc.;Fourth,it Put forward to improve of the overall train of thought for Guangzhou Yuandian yoga service marketing questions,mainly through to analyze the influence factors of yoga club service products,consumer characteristics,market situation,target market selection process,which promote to provide ideas for the next chapter strategy;Fifth,carry on the design about Guangzhou Yuandian yoga service marketing strategy,mainly from the product strategy,channel strategy,personnel,tangible demonstration and service process of strategy six aspects to design;Sixth,Yuandian yoga service marketing support system is put forward,mainly from the marketing organization system,marketing strategy control system,human resources management system,marketing information system,enterprise culture construction management system in five aspects to described;Finally put forward conclusion and prospect for further study through the research.Anyway,I hope that the theoretical exploration and effective measures can provide some reference suggestions of yoga for the operators and managers of Guangzhou Yandian yoga,standing out from industry competition environment in Guangzhou city,at the same time,hope that can produce a good guide to the development of other modern service industry.