出版社：Mediterranean Center of Social and Educational Research (MCSER)
摘要：Tennis School is a tennis training service aimed at increasing the popularity of tennis. One of the problems faced by the company is ineffective promotions. This study aims to find the effective promotion strategy for Tennis School. This research is a qualitative research with semi-structured interview as data collection method. Purposive sampling is used to select research informants. The result of this study indicates that in order to attract attention, generate interest, or trigger the desire and action of the consumers, the company can use professional or famous coaches, expand the consumer's knowledge, provide feedback, show the advantages of training through the coaches' knowledge and integrity, and offer free trials to new consumers. Additionally, the company's promotions should focus on the tennis communities, because tennis is a communityoriented sport.
关键词：attention ; interest ; desire ; action ; community
