The Analysis Of Marketing Techniques Of Membership In Nirvana Fitness

With the advancement of citizens'buying ability and the transformation of their consuming concept, commercial gymnasiums take a rapid development. Nirvana Fitness is very representative in the fitness industry in Beijing and it employs membership mode——the universal mode in fitness industry to operate its marketing. This paper discusses the marketing techniques of membership in Nirvana Fitness in such a background.At first, this paper analyzes the SWOT of Nirvana Fitness and figures out that its strengths mainly include high-quality equipments, great brand image as well as market orientation, and the rationality of placing; its weaknesses mainly include high price, not good enough staff, and the furious competition among salesmen brought on by sale-oriented marketing system; its opportunities mainly include the rapid development of fitness industry, the increase of middle-class population, and the large number of foreigners in Beijing; its threats mainly include the fierce competition among commercial gymnasiums and the deficiency of public attitude to fitness.On the basis of the research of marketing orientation, marketing structure, marketing mix and customers'behavior, this paper analyzes the status quo of marketing techniques of membership in Nirvana Fitness in terms of initiation methods, members'rights, extra service, relationship maintenance, members'value, the construction of database, and points out some existing problems. This paper demonstrates that the contribution of marketing techniques of membership in the sales of Nirvana Fitness is not enough; marketing techniques of membership does not exert adequate effect. Detailedly speaking, existing problems mainly include the lack of system and comprehensiveness in marketing techniques of membership, the superficialness of marketing techniques of membership, the inadequacy of implementation of enterprise culture as well as the utilitarianism of sales, and the inadequacy of construction of database. Aiming at the status quo of marketing techniques of membership in Nirvana Fitness and the existing problems, this paper puts forward relevant improving tactics: firstly, Nirvana Fitness should set marketing techniques of membership as an important strategy; secondly, an integrated system of membership marketing is needed and it should be established through specific goal, appropriate customers, proper interests for customers, good budget, communication platform, structure & management, and construction of database; at the same time, a customer faith plan should be formulated and implemented through satisfying members'need for susceptibility, providing preferential price for members, recognizing life-time value of members, offering differential product and service, observing and recording members'behavior; the sale mechanism which emphasizes short-term interests too much now must be improved, and the enterprise's image should be polished by advertisement and public relationship.