| "The CPC Central Committee and State Council on Further Strengthening and Improving the work of the sports in the new era" [issued in 2000 (8),] made it clear that "great efforts to develop the sports industry, and actively nurture the sports market, for expanding domestic demand, promoting employment and stimulate economic growth To achieve the development goals of modernization, and make due contributions. " To speed up the development of the sports industry is firmly establish and comprehensively implement the scientific concept of development thinking of the CPC Central Committee and a concrete manifestation of the socialist market economy, promote economic development and an urgent requirement for the building of spiritual civilization.Physical fitness and entertainment market is accompanied by human society, industrialization and urbanization process accelerates and the emergence of a people in order to improve the quality of life and fun as the core value of the emerging market. It is a market economy, social and sports activities and industrialization, consumption of a product, but also sports a market economy and the realities of survival mode of operation. How to seize the historical opportunity to accelerate our sports entertainment market, is a major cause for concern and reality.In 1995, the State Council issued the "National Fitness Program Outline." Article 20 which clearly states: "... ... to promote family fitness and sports as a personal investment, consumption and guide the masses to carry out sports and broaden the field of sports consumption, the development of our people to adapt to the level of consumption of sports fitness and rehabilitation, and entertainment markets." From 2000 The beginning of the implementation of various initiatives to further promote the sports community and industrialization of the development and strengthening people's awareness of sports goods, sports goods set a concept. And as the value of sports goods, an important means of sports marketing activities, are increasingly concerned about the industry in general. Sports urgent need for the development of the market of sports marketing theory."SWOT analysis," also known as the "situation analysis" to a more objective and accurate analysis and research. SWOT on behalf of the four letters of the alphabet: edge (Strength), inferior (Weakness), opportunity (Opportunity), threat (Threat). The completion of the analysis of environmental factors, work out the corresponding plan of action. Plans to develop the basic idea is: play to its advantages, to overcome the weaknesses, to take advantage of opportunities, to defuse the threat of factors; comprehensive analysis of the use of systems analysis methods, and will be arranged to consider the various factors combined to match each other, come to a series of Enterprises can choose the future development of countermeasures.Jilin through 20 health club Development to conduct a survey and interviews, a health club that internal and external environment conditions, the use of the SWOT analysis to study specific Jilin sports health club macro-and micro-environmental advantages, Weakness, as well as Jilin health club sports opportunities and threats facing. On this basis, build a matrix and a comprehensive analysis of comparison, the advantages of playing sports health club, to overcome the weaknesses, to take advantage of opportunities, to defuse the threat of factors. First of all, Jilin implementation of the health club and fitness market to reverse the sports marketing strategy to reverse the Cukuang-fitness service market. At the same time, members of the implementation of the growth of sports marketing strategies to expand and open up new fitness market. Then, it is necessary to take the fitness market, defensive sports marketing strategy to prevent price fluctuations, but also the implementation of sports marketing strategy of diversified services, health club to reduce operational risks. As a result, Jilin City to avoid a health club, "price war" disorderly, vicious competition. Jilin to build itself into a health club has a sports culture, the harmonious development of a sound economic and social benefits of the health services industry.
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