On Strategies For Fitness Club Marketing Exemplified By HAIDONGQING Club

As persistent economic growth and improving life quality,the increasing percentage of fitness expenses in the total consumption has endorsed a bright future for fitness club industry.Meanwhile,the entry into China market of foreign fitness clubs has intensified the competition of the industry and brought challenges to domestic clubs.Based on such understanding,this article synthesizes the existing researches by domestic and foreign scholars and also the classic competition strategy theories,in order to generate insights about how to shape the characteristics of a fitness club's competition strategy and consequently to gain competition advantage in the market.This article does a comprehensive analysis on the current status of Haidongqing Fitness Club,its internal and external environments and the competition landscape of fitness club industry,using five force model and SWOT model.Based on such analysis,this article reviews and analyses Haidongqing Fitness Club's current competition strategy,and also analyses and screens the optional competition strategy for Haidongqing Fitness Club's future development,for which this article proposes to adopt a combination of centralization strategy and differentiation strategy,specifically,to leverage the current outlets located in central business areas for centralized marketing and sales efforts targeting on corporate clients and optimization of products and services based on in-depth survey of customers' needs and expectations,meanwhile,to open new outlets in large-scale newly built community for centralized marketing and sales efforts targeting on community customers and experiments on featured products and services.This article also highlights the new strategic target,execution plan,supporting measures and key tasks for Haidongqing Fitness Club's new competition strategy.The development strategy of fitnss company is complex but worth to research.Referring to related foreign theories,Haidongqing Fitness Club has laid down development strategies fit for middle and small-sized auction companies.This article is both practical and specific,which provides meaningful references for domestic peer companies.