The Research On Brand Creating And Operating Of Gym Clubs In China

Comparing with developed countries, our national brand is less competitive in the global market. It is the unshirkable duty of our national sports industry to promote its brand causes by orienting market and increasing commodity additional values through brand efficiency. The research and promotion of brand management aims to maximize and prolong the economic interests of brand holders through brand operation during brand competition. I.E, the pursuit of profit, by promoting the development of sports industry, sports brand can better bring into play its economic function. The research shows that, after service race and price race, the characteristic diversity of health club becomes more and more important. Due to the immaturity and disproportion of our national sports industry, sports brand has also taken on a disproportional developing trend. Since the market of boby-building and entertainment gradually flourishes, the body-building and entertainment industry has become one of the leading sports industries, at the same time, along with the durative economy development and growing spare time, consumption for body-building and health will become one of the major sports consumption. Therefore the development of health club brand is a important link to the construction of our national sports brand. All kinds of gym clubs is booming in recent years, with rapid growth in number, however on the whole it is still not a systematic industry, this is embodied in the blind and unorganized competition, the lack of experience of the managers, the low economic efficiency, the long capital investment retrieving span, and the serious polarization.Therefore links such as sales, management, technology and service have much space for improvement. Supported by the theories of brand study, applying the methodology of literature research, expertise, investigation and logical analysis, under the premise of wide-scare analysis of the founding and operation of our national gym clubs, it is investigated in this thesis people's brand-loyalty to the first and second rate gym clubs in three developed cities. the affecting factors of brand-loyal degree has been analysed during the results of the investigation, at the same time, the content of brand founding and operation has been expounded. While the strategies such as leading position in both advantageous resources and talented person has been put forward to boost brand-loyalty, corresponding practical solutions have also been worked out.