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企业文化是一种内在的价值观和经营理念。通过影响员工的行为和态度,让消费者在与他们的接触交流中了解健身俱乐部的企业文化,从而在市场上塑造良好的对外形象。本研究通过对北京、上海、重庆、广州、西安等地的87家商业健身俱乐部的会员进行健身俱乐部的企业文化的认知情况的问卷调查。对问卷进行统计学分析,并结合市场学理论进行研究,研究发现消费者对健身俱乐部的满意感以及续会和更换意愿同他们对企业文化的认知程度有着十分重要的联系。
Corporate culture is an intrinsic value and business philosophy. By influencing employees’ behaviors and attitudes, consumers are allowed to understand the corporate culture of fitness clubs in their contacts and exchanges so as to create a good external image in the market. In this study, a questionnaire survey on the corporate culture of fitness clubs was conducted among members of 87 commercial fitness clubs in Beijing, Shanghai, Chongqing, Guangzhou and Xi’an. The statistical analysis of the questionnaire, combined with the theory of market research, found that consumer satisfaction with the fitness club as well as renewal and replacement will have a very important relationship with their understanding of corporate culture.