Research On Strategy Of Taililong International Body Building Club

Although bodybuilding industry in China emerged lately, it developed rapidly. After reformation and open, with the Chinese economy development and the improvement of living standards of Chinese people, the changes in the styles of living result in the transformation of consumption view and behavior. As Chinese people recognize, "Health is not free". The size and amount of Body building clubs have sharply increased. Body-building industry in China develops more rapidly when many body-building institutions are created. Under the sharp competitive environment, thus, the focuses of these clubs are on how they maintain the competitive advantage.This paper uses five forces to analyze the environment Taililong International Body Building Club (TIBBC) faces. Meanwhile, SWOT method is employed to analyze the competitive advantage and disadvantages, opportunities and threats. This study suggests that TIBBC should integrate the strategies of the chain, industrialization and branding. Oriented by the branding strategy, competitive advantage of club is strengthened by the chain strategy. Underlying the industrialization strategy, firm can develop rapidly and achieve the sustainable competitive advantages in the future.