Research On The Integration Of Online And Offline Marketing Strategies Of Wuhan M Yoga Studio

Traditional yoga studio course training is completed through offline yoga studio.The advantage of offline yoga studio that it is can bring better course experience to customers through in-depth teaching,interactive communication and private teaching.Therefore,yoga studio has a high customer loyalty and a stable customer scale.Nevertheless,due to the limited number of customers that offline yoga studios can accept and the number of customers they can cover,the stable customer scale that has been the advantage of yoga studios in the past that it is gradually becoming the bottleneck of the large-scale development of yoga studios.The main content of this thesis is to take Wuhan M yoga club hall as the research object.By applying the new retail,market segmentation and incentive of consumption behavior,through the PEST analyzes the current macro environment and its own operation status,discusses the driving factors of its online and offline marketing,and explores the true feelings of consumers towards online yoga.To understand the needs of customers and online consumption habits,and put forward online and offline integration marketing strategy for reference.The specific research results have the following three aspects: first,the external motivations for the integrated marketing of Wuhan M yoga studio include: policy encouragement and support,industrial transformation and upgrading,increase of leisure time and expenditure,and progress of technology;Internal motivations include: stable offline customer group strong anti-risk ability,stable capital chain to provide financial security,direct stores to provide online customer flow conversion platform,management advantages to lay the foundation for online marketing.These factors will promote the implementation of Wuhan M yoga studio online and offline integration marketing;Secondly,there is a good potential consumption base for online yoga course marketing.In the design of online yoga courses,users need to meet the needs of time fragmentation,learning facilitation,price concessions,professional coaching and course brand;Live and offline yoga studios were the two main learning channels for the interviewees.In the design of products to pay attention to meet the personalized course needs of consumers;Third,it proposes seven Suggestions,such as dual-line integration brand promotion strategy,dual-line integration product design strategy,dual-line integration drainage stratified pricing strategy,dual-line integration marketing channel selection strategy,dual-line integration channel function positioning strategy,online promotion and promotion strategy,and offline connection and promotion strategy.This thesis is to solve the problem that under the development bottleneck of traditional offline Yoga club facing the decrease of new customers whether they can carry out integrated marketing,and how to carry out integrated marketing under the industry background of price war.Therefore,this study not only enriched and improved the research results of China's yoga-related industry marketing,but also had certain practical guiding significance,providing reference for traditional offline yoga studios to take the road of Internet + transformation and development,and promoting the healthy and sustainable development of the yoga industry.