The Application Of STP Strategy In Commercial Fitness Club

The fitness market of Beijing has become relatively mature,Customer calls are continuously strengthening,customers increasingly demand the things they really need.China Commercial Fitness Club has a short history,the marketing strategy has not formed an effective and scientific systems.Confront with the future of economy and society,the commercial fitness club treads on eggs in many aspects,such as management, administration,marketing and so on.The research object of this thesis is Beijing Haosha Bodybuilding Club,after introducing and analyzing the market environment,competition situation and combining with practical own situation of Beijing Haosha Bodybuilding Club,it clarified the precondition of necessity of utilization STP strategic theory,this article based on STP strategic theory,by use of analytical method which included Michael Porter's Five Forces Model,SWOT Matrix and literature summary,questionnaire investigation,interview,observation method etc.This paper was put forward several conclusions and suggestions as below:1.Beijing Haosha Bodybuilding Club has used geography,gender and consumer feature to segmentalize the fitness market.Although it make a specific achievement but it still have some problems.The paper segmentalizes the fitness market based on age,income and academic qualifications,then it makes the further discussion of applied technique.2.Beijing Haosha Bodybuilding Club's marketing strategy by right of low cost and indistinctive strategy.The club is trying to seek the ways of leading the market,but the mass market is become more and more competitive.On the basis of this,the paper suggests that it should carry out different market strategy so as to enlarge the market share percentage in different segmentalized market. 3.Beijing Haosha Bodybuilding Club is a fitness market leader.And it have its own characteristic on fitness products,service,brand, storefront scale and so on,then,the orientation and innovation is the key of further development.The paper suggests how to improve corporate identity,tenet,scale,products innovation and so on.4.At last,the paper focus on how to implement and execute the STP strategy in Beijing Haosha Bodybuilding Club.The suggestion is in several parts,such as focus on human function,inmateriality valve,development of products combination and innovation,new approach and analysis and anti-shock of net economy and rated valve,bring forward the creationary suggestion.After the analyzing of the Beijing Haosha Bodybuilding Club,in order to adjust all the activities of the club to the market and goal consumer which can redound to enterprise understand market and choose goal consumer in market activity.