The Application Of CHINA-VALS Model To The Fitness Club' Brand Position

Since 1990s,our country inhabitants have used in the sports expense disbursement accounting for the proportion in the income to rise unceasingly,the nation appears has surpassed 4000 sports fitness club, "spends buys the health","asks the human to eat meal was inferior asks the human to perspire" took one fashion idea is being accepted by more and more many people.The populace sports expends has become our country sports industry the important constituent,demonstrates the more and more attractive prospects for development.In the worldwide scale the sports industry took the sunrise industry,the output value surpasses 4000 hundred million US dollars every year,and increases progressively by the every year 20%about speed,the developed country sports industry basically occupies about its GDP 1-1.5%,becomes the national economy pivotal constituent,the strategic status is day by day prominent.The commercial fitness club question research has become the world of sport a hot spot,the correlation research mainly concentrates in fitness aspects and so on market development,present situation investigation, its development countermeasure.The paper basic mentality is divided brand theoretical analyses and the realistic case and so on localization theory,VALS2 model,CHINA-VALS model applies two major parts,constitutes by six chapters:One is the theoretical analysis part,including the first chapter,has expounded the paper writing background and the practical significance, the research goal and the method;Second chapter introduced the commercial fitness club basic concept,the domestic and foreign commercial fitness club development present situation and the historical perspective;Third chapter has analyzed the commercial fitness club brand localization basic principle,the localization strategy,the significance type and commercial fitness club brand localization each wayFourth chapter is this article key point,take the CHINA-VALS model as the starting point,classifies to the commercial fitness club consumer community.Thus is clear about the commercial fitness club brand localization the breakthrough point,has the pointed realization fitness club brand localization.The fifth chapter conclusion,carries on the descriptive summary to the paper.This article take the brand localization theory,the CHINA-VALS model as a foundation,has made some very preliminary attempt to the commercial fitness club brand localization concrete practice.The preliminary design commercial fitness club brand localization whole implementation flow, had hoped can provide the model for the fitness club in the brand localization actual operation aspect.