Study On Experiencing Marketing Of Commercial Health Club

In order to summarize successful marketing experience of commercial health club, explore putting to use the theory of experiencing marketing, and fill blank space about experiencing marketing of commercial health club, the dissertation try to combine theory research with case research of nirvana health club. And it will provide reference for commercial health club marketing, and Promote sustained-development of commercial health club.With the development of society, experiencing economy becomes a developing stage after agricultural economy, industrial economy and service economy. The experience is separated out from serving, the appearance of which enables original article appreciation and becomes a kind of new value source. Experience marketing is a new-type marketing of production developing with experiencing economy. As a place of business of customers and enterprises, the commercial health club is a best place to perform experience marketing. The club can create and offer various valuable experiences to consumers and obtains good economic benefits at the same time.Through documents and materials, questionnaires, on-the-spot investigation, the dissertation explains the frame of basic theories of experience marketing, carries on case research to Nirvana health club Commercial Health Club. Studies have suggested:1. Bodybuilding has natural contacts with experience. The characteristics of bodybuilding products, simultaneity with its consumption, invisibility and experience, make it suitable for experience marketing. It is a marketing goal of the commercial health club to create the valuable experience, intangible goods and service and the spiritual needs and the loyal drive of the customers. It embodies the optimized service of the commercial health club. Therefore, it is the demand of the nature of bodybuilding products and that of customer's consumption to channel experience marketing into the commercial health club.2. It is a prerequisite of experience marketing of commercial health club to do a good job of market orientation. Market orientation stipulates certain market position for one's own products, based on the consumer's understanding of a certain product and their attention, helps build products characteristics and images in consumer's mind, therefore, to meet consumer's special preference and need. The "diamond model" theory of the market orientation theory thinks, market orientation is the marketing orientation, including looking for the location, selecting the location and putting it in place. The target consumer group of commercial health club of Nirvana health club aims at the medium-sized white collar inclusively above. The interests of the target consumer are placed on "mental and physical health". The unique 5PE combination of experience marketing is established through putting products, the price, the channel and the communication in place to realize their goal of marketing orientation.3. The service of the commercial health club is an invisible service activity accompanied by the aggregate formed tangible material products. Is has characteristics as invisibility, simultaneity, differentiation, consumption, non-shifting and aftereffect, etc. The service quality is the guarantee of experience marketing of commercial health club. It can be defined the intensity that the club meets customer material's and spirit needs, based on such tangible products as equipment and facilities and invisible products like the service that staffs offer. The level of its quality depends on the customer's experience is perceived. The value that the customer experiences is the bridge transmitting the service quality between health club and customer.4. The goal of experiencing marketing is to satisfy the customer's needs based on customer's value, which is a psychological condition formed after the comparison of perceive performance with customer expect, based on the customer's experience on goal, use, service, products and attribute and performance foundation. In order to analyze the value of customer of commercial health club, we must start form four aspects: orientation, essence, psychological reason, and drive factor of customer's value. The customer experiences value is the customer's assessment on products and service after the experience of benefits and cost. The assessment models include customer satisfaction models and experience marketing customer satisfaction models. Customer's overall satisfaction to Nirvana health club Co. is higher. The percentage of very satisfactory customer is up to 42.4, but the service offered in commercial health club of Nirvana health club and real customer experience disparity very far in social activity, and the customer satisfaction levels are different in different branches.5. Brand experience is the customer's concrete experience to the brand. It is the sum of customer's interaction with the enterprise products, personnel and procedure. Brand customer experience can offer more value other than the products and service itself. Brand experiencing management is to manage customer experiences strategically. Nirvana health club commercial health club begins to put forward brand customer experience. The main strategies are as followers: establishing strong brand consciousness, choosing a good brand for health club, establishing management idea and theme of the brand, space environment design, participating in such activities as star-level and rank awards through discussion, understanding customers'cycle of activity, managing "true moment", keeping promise, creating customers satisfaction and doing the publicity of the brand, designing the visual image of the health club elaborately and stressing the individualization and characteristics of the health club.6. This thesis has also offered "Experience Marketing Recommendation to Nirvana health club Commercial Health Club."It suggests: in the aspect of market orientation, nirvana health club should go a step further to consolidate rich white-collar-orientation to form the authority and leading-role, at the same time, nirvana shouldn't give up ordinary people-orientation. At the aspects of service quality, nirvana health club should to resolve the problem such as shortage of space and self-check up of bodybuilding experience and so on, in order to bring new experience for customers. At the aspect of satisfying the customer's needs based on customer's value, outside-experience should be based on inside-experience, and make employee satisfied, in order to get satisfied customers; At the aspects of brand experiencing management, nirvana health club incarnate brand character, carry out fashion culture and sport marketing, build up nirvana health club brand culture.