The Analysis Of Beijing Haosha Body-building Club Product Positioning Strategy

With the improvement of national income and enhancement of sports sense, people in the domestic pay great attention to physical fitness,at the same time,bodybuilding clubs are also developed quickly.Many foreign-invested clubs come to Beijing and enjoy the high grade market. "Qingniao",one of domestic brands becomes pale,but "Haosha",one of other domestic brands still holds a major market share in Beijing. It has been a key point to make the domestic bodybuilding club stable in the competitive domestic physical fitness industry.Now,we take "Haosha" as an investigating subject,take products,which is the most important factor of marketing as a start under this situation, apply the method of literature,survey,on-site inspection,logic analysis,mathematical statistics and so on,to make a deep research and systems analysis on the products position of "Haosha" club in Beijing, we get to know:1,Now,the members of "Haosha" like some fitness items such as exercise equipment,strength training,swimming,yoga,aerobics,action cycling,etc,most of members are in their twenties to forties,they come from government with annual card & more than 2 years experience mainly. Their major purpose is to be strong & slim.They are usually recommended by their friends or the members of 'Haosha',location and price is what they thought about while they select.2,"Haosha" is good at leading the front market,they have got good effect with its implementation of products position strategies.Firstly, the good market segmentation and target market selection have laid a solid foundation for product positioning.Secondly,they used product mix theory effectively.They expanded products from single popular sports physical fitness to three product lines containing sports education, competition sports and social sports,which covers all the sports products lines;increased the products strength of popular sports physical fitness from single "Haosha" fitness club to three different grade products:gym,club & hall.Thirdly,they provide the effective products according to three product structures & members interests.3,"Haosha" becomes the leader of sport market & makes up for the certain competitive sports market.But it must have a good grasp of the three product lines,also a good job between the input & output of internal resources,especially,define the development direction & target of the various product lines,so that people have a clear impression.The meaning of this article is to supply a reference in adapting other bodybuilding clubs to the fitness market with the awareness of products position of "Haosha" after the research & analysis on "Haosha" in Beijing.