Analysis The Marketing Strategy Of China's Fitness Club During The Period Of Experience Economy

Chinese sports system reform is that the sports is to be community and industrialization,the sports industry in the national economy has a new economic growth point.With the rapid development of Chinese health club and a broad market prospects,the sports industry become an important part.International fitness club happened on Chinese market have brought intense market competition,however, bringing advanced management concepts and club marketing mode.Facing to the new era of economic background,our fitness club should be how to find a new way of the market competition to be invincible.In this paper,using literature data,field visits,interviews,analysis and logic, through reading books about markets,psychology,sports management,sports and other aspects of economics books,having searched of fitness marketing strategy of the club on the basis of experience economy era..Though studying on the analysis of the promotion and demotion the development of China's health club market factors,we are starting to understand the development of the fitness club.After understanding experience economy,we should have a discuss about the health club under it.The core is to experience.To explain experience is to the experience concept,the characteristic carries on the comprehensive understanding,and analysising experience economy involvement sports fitness club feasibility,in other words,is to seek the theory basis(therory of carnivalesque) and both docking point(conforms to human's demand theory and the sports fitness expense trend of development;Is advantageous in the sports product particular display;Reduced the sports fitness club marketing cost;Enhances the economic value,avoids the malignant price competition.After solved this basic problem,we should come into the experience marketing,analysis the experience marketing and the distinctional marketing.The human is in the experience the important factor,not only through understands consumer's experience process to consumer's purchase decision-making process attention,also must pay attention to trainer this to contact the community highly with the consumer the experience. Understand the type of experiential marketing strategy,On how implementation of the fitness club experience Marketing Strategy:The visible demonstration strategy, the experience design(subject experience design,participates in experience design, self-service experience design),establishes the comprehensive customer experience system and the brand strategy,and experiences the marketing to Csi-Bally Total Fitness to carry on the case analysis.Finally the article carried on summarized and proposed suggested:The experience marketing is suitable for the sports fitness club in the applicable scope; Must pay great attention to the fitness club in trainer's internal experience marketing; must take the content,must again guide the light marketing,must take customer resources excavation.