Research On The Price Stategy Of Beijing Fitness Clubs

Price factor plays a vital role in the performance of products on the market,as for most of the products,price is the most sensitive promote variable,and this is same to the service products of fitness clubs. Currently,the consumer of fitness club is becoming mature gradually, but they have not established the conception of brand generally.The price-making plays a vital role in the promotion for fitness clubs.The paper analyzes the influencing factors of price promotion strategy of fitness clubs through documentation,and the author also investigates the fitness clubs of Beijing comprehensively.Through detailed theoretical analysis of demand and supply on the market,comparison of Marx theory of labour value and "avail value" of west economic theory in the application of price-making of fitness clubs,and from the analysis of consumers' income level and psychology,market competition,fitness coach and chain management and different decision-making of price of fitness clubs according to different economic theories,the author compares Beijing different fitness clubs' price-making,management scale etc.due to the special character of fitness clubs.The results show:1 Beijing fitness clubs develop relatively mature,and pay attention to the value of sport service product,emphasize the objective feeling and evaluation on the avail of sport service products.But there also exits some problems,such as price-making aim is uncertainty,the type of product price is limited and price-making is unstable etc..2 The charge ways of Beijing fitness clubs generally adopt the system of member card and they select different ways of discount according to the characters of consumer.It shows the strategy of differentia but not applies fully.3 There exists apparent price difference in investment scale of Beijing fitness club,high investment means high price,but there are exceptions due to different factors such as locations.4 There is a great development space for the popularization of private coach in fitness club.5 The fitness clubs should fully consider the characters of service products and operation when decide the price.6 The influencing factors of the price include macro and micro ingredient.As for micro ingredient,the capital of investment,income level of consumer and the level of fitness coach have apparent influences on the level of price.In market competition,the demand and supply of fitness will work together to form the equal market price.7 Currently,the fitness clubs of medium and top grade generally adopts the system of chain,the number of this kind of club is only 2-5.We suggest that the system of chain should be developed fully so as to decrease the operation cost and the equal price and stable the price on market,it can also avoid unequal competition and promote the mature of the market.8 The fitness clubs should consider consumers' level and psychology and the opponent to decide the price object,and then choose the flexible and practical strategy of price-making.