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英国论文迟交:健身房使用数字营销的案例分析

在这个特定的背景下,通过使用游戏化理论,消费者将被允许创建具有忠诚徽章,健身徽章的数字配置文件,并使消费者了解各种折扣和增值服务。在社会认知理论中,假设个体基于社会和同伴所持有的相对观点形成知识和观点。可以鼓励个人在各自的社交媒体页面上发布他们对健身房提供的服务的看法。它们可用于创建社区对健身房提供的可交付成果的认识。理性行动理论指出,人们根据个人意图,同伴群体的主观规范和阻碍个人采取行动的感知障碍的组合做出决策(Charlesworth,2014)。在健身房的这种情况下,统计数据显示个人想要照顾他们的健康,这种努力受到社会的赞扬。缺乏时间的感知障碍,过程中涉及的成本以及对健身会员的长期承诺。
为了克服障碍,健身房开放时间为早上6点至晚上10点。健身房会员的费用仅为30英镑。非会员也可以支付每日费用。结束年度会员只有30天通知。这些事实将在网站上提及。关系营销理论指出,如果人们努力回答个别问题,会产生更大的影响。培训师将尝试通过使用博客和社交媒体页面与社区和潜在消费者建立融洽关系。
目标观众
布里斯托尔城被认为是英国十大城市的核心。英国的许多实践也在这个城市效仿。居住在布里斯托尔的人的年龄中位数为33岁(Bristol.Gov.UK,2015)。发现有孩子的家庭在这方面较小。消费者支出低于全国平均水平。 25至49岁之间的人数增加了13%(Bristol.Gov.UK,2015)。这项服务的目标人群是25至44岁的人,他们已经意识到健康的重要性,并且尚未加入健身俱乐部(Mintel,2015)。应重视增值服务,并且必须让目标受众了解有关健康的知识。较高的收入人口统计学年龄为50至60岁(Mintel,2015)。广告策略还将包括人口中的高级人员。


英国论文迟交 :健身房使用数字营销的案例分析

In this particular context by using gamification theory, consumers will be allowed to create digital profiles with loyalty badges, fitness badges and keeping the consumers informed about the various discounts and value added services. In Social Cognitive theory, it is supposed that individuals form knowledge and opinion based on relative view held by societies and peers. Individuals can be encouraged to post their views about the services offered by the gym in their respective social media pages. They can be used to create a community awareness of the deliverables offered by the gym. Theory of reasoned action states that people make decisions based on a combination of individual intention, subjective norms of their peer group and perceived obstacles that prevent the individuals from taking action (Charlesworth, 2014). In this case of the gym, statistical data shows that individuals want to take care of their health and this effort is lauded by the society. The perceived obstacles that are lack of time, costs involved in the process and long-term commitment to gym membership.
To overcome the obstacles, the Gym is open from 6 am to 10 pm. The cost of the gym membership is only 30 £. Non-members are also allowed with daily fees. There is only 30-day notice to end yearly membership. These facts will be mentioned in the websites. Theory of relationship marketing states that there will be increased impact if people take an effort to answer individual queries. The trainers will try to build rapport with the community and potential consumers by using blogs and social media pages.
Target audience
Bristol City is considered to be core of the ten cities in Britain. Many of the practices followed in UK are also emulated in this city. The median age of people living in Bristol is 33 years (Bristol.Gov.UK, 2015). Families with children are found to be lesser in this area. Consumer spending is lesser than national average. There has been 13% increase in people between the age of 25 to 49 years (Bristol.Gov.UK, 2015). The targeted demography for this service are people aged between 25 to 44 years who already have awareness about the importance of health and are yet to join a fitness club (Mintel, 2015). Importance should be given to the value added services and the perception of knowledge regarding health must be made known to the target audience. Higher earning demography is senior aged 50 to 60 years (Mintel, 2015). Advertising strategies will also include senior in the population.