Research On Women 's Consumption Marketing Strategy In Baotou City Health Club From The Perspective Of Female Consumption Preference

Due to the accelerating pace of life and the increasing work pressure,our national physical start declining, subhealthy groups increasing,how to have a healthy life began to be widespread concerned, in addition to healthy diet and regular life, athletics has also been one of the main avenues to promote the health.In 2014 the State Council issued "Opinions accelerate the development of the sports industry to promote sports consumption" pointed out the need to speed up the development of sports industry and to promote sports consumption.Fitness clubs can provide fitness facilities and scientific fitness guidance to the public,as a part of the sports industry, to research the health club marketing can promote sports consumption,and provide some advices.In the study of fitness clubs, there are more researches on the large cities, and the lack of researches on the small and medium cities,and then because of the development of small and medium sized cities’ fitness clubs is still at the early stage, so there are still many problems in its marketing,more researches are needed to help the small and medium cities fitness club development,And as a well developing energy city among the western cities,Baotou city becomes a certain representation of small and medium cities in the west.With the female fitness consumption growing,the number studies in many urban female consumers’ proportion is larger than the male consumers.Therefore the studies of small and medium size cities’ fitness clubs in western of female consumers also has a certain significance,and hope that through this research can provide some reference for small and medium cities in the west similar such as Baotou City of fitness clubs in the female consumers preference marketing strategy, through the development of a more complete health club,improving the public health level.In this paper, the main methods to use are literature method, field trips method, questionnaire method and mathematical statistics method,then selected five randomly fitness clubs female consumer preferences in Baotou to investigate,and through the statistics and analysis of data,initially proposed the following recommendations: In product design side,according to age to distinguish marketing priorities,and to satisfy the diverse needs of female consumers better,and should set reasonable fitness classes to fitness club while developing its own characteristics of the project;at the health club make price side,fitness clubs can use demand-oriented pricing to make the price, while establishing a good brand image to reducing the price sensitivity of consumers;In terms of publicity channels side,fitness clubs should pay more attention to strengthening the channels of their own health club membership propaganda, in site selection side should choose a better external environment for the construction of a fitness club;in the communication side,fitness club should establish a good membership database,and enhance two-way communication between staffs and the customers.