电商场景下健身房服务过程的互动营销优化研究

E-Commerce Scenario Based Interactive Marketing Optimization Research of Fitness Club Service Process

摘要: “健康中国2030”战略深入推进，数字经济与各行业深度融合，健身房服务与电商场景的结合已成为行业转型发展的必然选择。互动营销作为连接健身房与消费者的关键纽带，其实施效果直接关系到服务质量提升与用户粘性培育。本文以服务营销、互动营销及场景营销相关理论为基础，结合电商场景下健身房服务的实际特点，梳理当前互动营销实践中存在的理论痛点，分析互动营销在健身房服务全流程中的作用逻辑，从服务前、服务中、服务后三个关键阶段，构建针对性的互动营销优化体系，为健身房提升互动营销水平、实现高质量发展提供纯理论参考。

Abstract: With the in-depth advancement of the “Healthy China 2030” strategy and the in-depth integration of the digital economy with various industries, the combination of gym services and e-commerce scenarios has become an inevitable choice for the transformation and development of the industry. As a key link connecting gyms and consumers, the effect of interactive marketing is directly related to the improvement of service quality and the cultivation of user stickiness. Based on the relevant theories of service marketing, interactive marketing and scene marketing, combined with the actual characteristics of gym services under e-commerce scenarios, this paper sorts out the existing theoretical pain points in the current practice of interactive marketing, analyzes the functional logic of interactive marketing in the whole process of gym services, and constructs a targeted interactive marketing optimization system from three key stages: pre-service, in-service and post-service, so as to provide pure theoretical reference for gyms to improve the level of interactive marketing and achieve high-quality development.