Impulse Fitness Club Crm Applications Research

With the social development and improvement of people's health awareness, the health fitness club has become one of the main places for people's consumption for health. Sports industry, as a branch of the service economy, has achieved certain development but it still has many problems. An enormous gap remains between the advanced countries and our country, such as fewer number of fitness brands, uneven geographical distribution of the brand, homogeneity, low brand loyalty structure etc. After decades of rapid development, fierce competitions have become popular between fitness clubs in China. So it is very important for fitness clubs to retain their current customers, improve customers' royalty, which is the main purpose of the strategy of CRM (Customer Relationship Management).However, till the end of 1999, CRM has just been concerned by several investors, native and foreign software companies and people from IT industry, application industry. CRM applications has just started in the fitness industry and due to health care products' the specificity (pre-paid customers, the long-term service contract, service and consumption at the same time, etc.), we can hardly find the proper customized CRM for fitness club. Furthermore, there is no corresponding CRM module can help fitness club to collecting important data such as club members' fitness goals, their consuming preference and their exercise habits, which can not be implemented for further data mining and personalized service.Therefore, based on the reference books and interviews with experts in this industry, I was trying to find and analyze the existing management issues and problems of the case of Impulse Fitness Center through CRM perspective. At the same time, through the development of a questionnaire and a health club associated consumer survey and analysis, combining the functions of the current CRM system, I designed a tailor-made CRM system for Impulse Fitness Center. This system is including the overall system architecture, the design of special function modules (customers' fitness goals, fitness plans and fitness habits preference management), some CRM building issues (the integrity of data collection, data authenticity) and corresponding policies and measure to solve it.I hope this research can help Impulse Fitness Club to better understand their customers' needs, find out their most valuable customers and focus on establishing long-term customer relationships, so as to ensure the club to obtain a competitive advantage and achieve sustainable development. I also hope that through these explorations could provide practical information to help enterprises of China's health services to further enhance competitiveness.