跆拳道馆的关系营销战略对顾客信赖、投入及购买后行为的影响

Impact of Relation Marketing Strategy of Taekwondo Gymnasiums on Customers’ Trust, Investment and Post-Purchase Behaviors

摘要: 近年来，我国大众跆拳道发展迅猛，跆拳道馆数量剧增，道馆之间的过热竞争，使得许多跆拳道馆遭受冲击，经营恶化。为了探讨跆拳道馆在过热竞争环境下如何调整营销策略以应对市场变化。本文以2021年上饶地区8个区域共16家道馆为研究对象，采用频率分析、可信度分析、相关分析、验证性因子分析等统计方法，对道馆的关系营销战略与信赖、投入及购买后行为的影响力关系进行实证分析，旨在查明他们的因果关系，以期为跆拳道馆的经营提供能够稳定创造收益的方案。

Abstract: In recent years, Taekwondo is developing rapidly in China. The number of taekwondo gymnasiums had spurted. Consequently, the overheated competition between Taekwondo gymnasiums, the Taekwondo gymnasiums business has deteriorated. In order to discuss how Taekwondo gymnasium adjusts its marketing strategy to cope with market changes under the overheated competitive environment. In this paper, by studying 16 Taekwondo gymnasiums in 8 areas in Shangrao area in 2021 by means of frequency analysis, credibility analysis, correlation analysis, validation factor analysis and other statistical method, makes an empirical analysis of relation marketing strategy of the gymnasiums on customers’ trust, investment and post-purchase behaviors. It aims at figuring out the cause-result relation so as to provide a plan that can create stable incomes for the gymnasiums at the post-pandemic age.