La mise en place et l'utilisation de supports de promotion et de fidélisation dans un territoire sportif en crise : le cas du tennis en Lorraine

Abstract : In a our current ever-changing society, it has become more and more difficult for a company to face the hard competition. Today more than ever, this fact can be noticed in the leading authorities of French sport too, especially in the sports federations and their decentralized entities. In order to face the permanent evolution of the sports practices' offers and the emergence of outdoor activities, the historic federations have to enhance their sports products and their development axes. Otherwise, they might loose a significant number of members, who can henceforth be considerated as real "customers". That is the reason why, it is crucial for them to initiate new customer loyalty programmes and to implement new supports of promotion. It seems to be the best way to avoid a flight of customers! This study will focus on the Lorraine territory and the tennis activity, which seems to be at the beginning of a real crisis of insufficient members. Therefore, we will analyse the development strategies of customer loyalty and the promotion actions which are used by the Ligue Lorraine de Tennis in view to overcoming the alarmist trend.
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Master thesis
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http://docnum.univ-lorraine.fr/public/SCDSCI_M_2011_DUCASSE_JULIEN.pdf
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Julien Ducassé. La mise en place et l'utilisation de supports de promotion et de fidélisation dans un territoire sportif en crise : le cas du tennis en Lorraine. Sociologie. 2011. ⟨hal-01877843⟩

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