The Analysis Of The Reaosns And Strategies Of The Membership Loss In Beijing High-grade Fitness Clubs

With the rapid development of Beijing economy,the improvement of citizen's life,the understanding of the fitness concept,the enacting of the national fitness program,the demand for the health is becoming strong.In the 1990s,the commercial fitness clubs develops fast and in great amount.Through 10-year development,the fitness clubs turn on a new looks,but the problems also arise with the development,such as lack of theory instruction,the imperfection of management mode,the marketing positioning is unclear,the high rate of the membership loss and so on. Among them,the membership loss is one of the crucial problems that puzzle the clubs,especially for those high-grade commercial fitness clubs.Therefore,this article does research on the reasons for the membership loss in Beijing commercial fitness clubs by way of questionnaire and literature materials,the results are as follows:the reasons for membership loss include two aspects,the subjective and objective points,and the objective point contains the price of the membership card,the facilities,the environment inside and outside of the clubs,the fitness equipments,the fitness program,the kinds of the membership card,the way to deal with complaints,the social interaction between the members and so on.On the basis of the analysis,this article proposes the following countermeasures:1.The clubs should strengthen their hardware by introducing the advanced facilities and equipments,and improving the fitness environment;2.Meanwhile,they should also do well in personnel management to improve the quality and service of the staff and solve the complaints well and on time.3.Implore new fitness program and card type to satisfy the various needs of the members. 4.As for the pricing of the membership card,the clubs should adopt the suitable pricing strategy and thus satisfying the various demands of the customers.5.Strengthen the customer relationship of the members,and make the proper and characteristic service strageties.