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Erfolgsfaktoren der Positionierung einer Fitnessstudiomarke

Erfolgsfaktoren der Positionierung einer Fitnessstudiomarke

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,0, Hochschule Fresenius; Hamburg, Sprache: Deutsch, Abstract: Motive werden von Menschen als psychologische oder physiologische Bedürfnisse wahrgenommen, sie lösen ein Verlangen nach Befriedigung aus und treiben somit das menschliche Verhalten an. Eine nachhaltige Positionierung muss den motivationalen Nerv einer Zielgruppe treffen, indem sie auf einem oder mehreren relevanten Bedürfnissen beruht. Aus diesen Gründen wurden für die vorliegende Arbeit, mit Hilfe von Gruppendiskussionen, die verschiedenen Motive von Fitnessstudio-Mitgliedern, sowie die Faktoren, die für sie ein gutes Studio ausmachen untersucht. Die Fitness-Sportler lassen sich anhand ihrer Motive zu Kundensegmenten zusammenfassen. Aus den Dingen, die ihnen bei einem Fitnessstudio wichtig sind, können schließlich die Erfolgsfaktoren abgeleitet werden, die für die Ansprache der unterschiedlichen Segmente wichtig sind. Diese Erkenntnisse sind bei jeder Positionierungsentscheidung elementar und erfolgsentscheidend. Angesichts einer extremen Motivvielfalt, die heutzutage vorherrscht und einer Vielzahl damit verbundener Kundensegmente, gibt es für eine Fitnessstudiomarke viele unterschiedliche Möglichkeiten, sich zu positionieren. Kleinere Fitnessstudios sind aufgrund mangelnder Fläche und Investitionsvolumen dazu gezwungen, sich auf ein oder wenige Kundensegmente zu fokussieren. Große Fitnessstudio-Ketten sind aufgrund ihrer Größe und ihres vorhandenen Kapitals nicht gezwungen sich auf ein Kundensegment zu konzentrieren, sondern können ein breites Angebot anbieten, mit dem sie versuchen alle Motive zu bedienen. Allerdings gilt es auch für große Anbieter bei der Ausgestaltung ihres Marketing-Mixes die Motive der Mitglieder und der potenziellen Mitglieder zu berücksichtigen, so dass diese durch die Angebote befriedigt werden. Um eine Positionierung so zu implementieren, dass die Fitnessmarke von den potenzi


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Product Details
  • ISBN-13: 9783656490685
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 145 gr
  • ISBN-10: 3656490686
  • Publisher Date: 15 Sep 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm

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