Research On The Service Marketing Strategy Of Pengcheng Health Club

Socio-economic construction has improved the quality of people's daily life and increased space and time.However,at this time,problems such as heavy work pressure,incorrect eating styles,and ecological and environmental protection have led to a health crisis for the people,and even began to affect the lives of the people.,Health has been valued by more modern people.The public's concern and pursuit of health has promoted the concept of "spending money for health" into the hearts of the people,and to a certain extent promoted the long-term and stable development of sports.At present,commercial fitness clubs have complete internal facilities,a harmonious sports environment,and professional fitness guidance,which make them the best choice for fitness hobbyists.The number of clubs has increased.Some large-scale fitness club companies in the West have begun to enter the Chinese market,prompting business Competition in the field of fitness clubs has become more intense.After the creation of domestic commercial fitness clubs,they have covered large and medium-sized cities in a short period of time,and they have become a key pillar of the sports industry.However,compared with Western countries,they are still in the early stage of development,and there are still deficiencies and defects in internal management and marketing.For example,the market positioning is fuzzy,the product types are few,the infrastructure is not complete,the price is not hierarchical,the address is not scientific,the promotion methods are few,and the service quality is not high.The above are the main factors that limit the long-term and stable development of commercial fitness clubs.Therefore,in the macro market environment where competition is in the fierce stage,how to carry out in-depth market environment research,formulate mature marketing plans,create a unique brand image,and occupy an advantageous position in the current industry competition has become a reality that all clubs must think about problem.This article uses literature method,interview method,questionnaire survey method and other methods to select cases with high popularity inthe Tongcheng fitness market for analysis,focusing on the service marketing plan.First,the basic situation of Pengcheng Fitness Club is introduced,and then the macro environment and industry environment where it is located are analyzed in detail to understand its market segmentation,target market selection and market positioning.Then use the service marketing theory to study in detail the current situation and shortcomings of Pengcheng Fitness Club 's service marketing strategy from the seven parts of price,product,promotion,channels,personnel,service process and tangible display,and then to Pengcheng Fitness Club from these seven aspects.The service marketing strategy was optimized.It is hoped that through this research,Pengcheng Fitness Club can find a service marketing strategy that meets its own needs,continuously improve product quality and service levels,enhance customer satisfaction,shape a positive corporate image,and develop into the most well-known club in the region.At the same time,I hope that the research results of this article can provide references for the development of commercial fitness clubs in Tongcheng and even the whole country,and promote the development of the entire fitness industry.