Qingdao Ying Paisi Health Club Brand Promotion Path Research

Under the background of the national fitness strategy and the "healthy China" policy,the general office of the State Council promulgated the "guidance and opinions on accelerating the development of fitness and leisure industry" And a series of policies related to the sports industry,highlighting the state of developing sports industry is determined;at the same time,accelerating the pace of life today,people's health is declining,fitness consciousness initiation,fitness consumption consciousness more to promote the development of sports industry.Fitness club came into being,its emergence and development to a certain extent to meet the needs of people's fitness,get more and more recognition and favor.With some well-known foreign clubs in China fitness market and domestic emergence of a number of clubs,domestic fitness club industry development space is strained,in this environment,enhance brand awareness has become the key to sustainable development of fitness clubs.At present,the research on the fitness club is mainly focused on the development of the status quo and countermeasures,there is still a lack of research on the path of brand promotion.This paper mainly adopts the investigation method,mathematical analysis method,questionnaire survey method,interview method and literature method,and select the Qingdao Impulse fitness club as a case study.Starting from the analysis of the current situation of Impulse fitness club,fitness club of Impulse brand promotion path,preliminary study obtained the following conclusions:(1)The policy provisions are not standardized,lack of management personnel,lack of service innovation,coach certification system confusion,the cost is too high,The fitness environment is poor,the curriculum is not reasonable is the Impulse fitness club brand promotion constraints.(2)The software and hardware of Impulse fitness club advantage for the brand influence and headquarters support;the disadvantages of lack of professional sports management personnel and personnel flow is bigger;the opportunity is "Article 46" and other policy support,advocating fitness consumption level,economic sustainable development,improve the fitness,health consciousness enhancement,the demand for huge space,"the Internet at the same time;+sports" the threat is the lack of uniform industry standards,management practices and theoretical research lags behind.(3)Fitness club brand Impulse to enhance the target localization is the "To be a global consumer trustworthy fitness experts";to cast the fitness industry standard as the guiding ideology;adhere to the people-oriented,innovative services;adhere to government guidance andmarket-oriented;adhere to pluralistic integration and coordinated development;adhere to four basic principles of unified standards,the optimization of environment.(4)Fitness club brand Impulse to enhance the main task is to build brand image,establish brand promotion path,innovation management mode,to achieve fitness club brand effect;to achieve this task focus on brand positioning,uniform standards,standardized management service process,into the wisdom of fitness,improve fitness environment,strengthen personnel training,optimize the curriculum content..(5)Fitness club brand Impulse lifting step is divided into five stages,the first stage is the second stage of brand market positioning;brand image upgrade;development and upgrade the third stage fourth stage of hardware and software;fitness environment reconstruction;fifth stage comprehensive service upgrade.The improvement of brand promotion system,improve the enterprise high degree of attention,improve the organizational structure and personnel allocation,strengthen personnel training,optimize human resources,increase capital investment,the establishment of brand protection and supervision mechanism and other measures to ensure Impulse fitness club brand upgrade.