With the development of economy, the concept of health grows gradually. The exercising and entertainment product market becomes more and more active with a big potential. Various brands such as Supergym, Orient, Good Family, Wan Nian Qing, etc. appears in the country, making an energetic market with fierce competition. By adopting the modern market theory and through scientific market research, this paper has analyzed the exercising and entertainment product market of Jinan city from the aspects of its present situation, development trend, competition etc, determined the variable and market segmentation, determined the target market according to the competitiveness of this company, that is middle and low grade consumption group among consumer markets, and enterprise and public institution among institutions (manager) markets, targeted appropriate market and raised feasible marketing combination strategy.This paper is tried to be detailed and accurate in data, prudent in analysis, with theory and practice linked together, and characteristic of easy operation. It can be used as direction for future works and reference for professionals as well. |