The Research Of Development Strategy For Citizens Fitness Center Of Dalian Economic And Technical Development Zone

With people's living standards have markedly improved, there's a rapid growth in people's demand for culture, sports and health. Dalian Development Zone administration committee invested building the multi-functional comprehensive sports center for satisfying the people's increasing physical fitness needs.Dalian Development Zone Citizens Fitness Center is public welfare morale project which sets the public interest and social welfare as the supreme criterion. Since it's founded, it presents a good development momentum. However, in order to ensure it's long-term sustainable development of fitness centers and serving the people, it's particularly important for the study of its development strategy.The paper tries to establish practical development strategy and to discuss the operation, maintain and control of the strategy according to the present situation of Dalian Development Zone Citizens Fitness Center. Firstly, the paper begins with a review of strategic management relevant theoretical knowledge. Secondly, it undertakes the outside environment and inside environment analysis. And then the SWOT analysis is carried out using the SWOT matrix analysis method to determine the strategic choice. Combined with the fitness center's strategic positioning and strategic objectives, the ultimate strategy includes marketing strategy, human resources strategy and product development strategy. Lastly, it talks about the safeguards for improving the implementation of the strategy.Through the research, it's hoped that it will help Dalian Development Zone Citizens Fitness Center in developing a viable strategy to promote the sustained and effective development.