The Research Of Differentiated Marketing Strategy To The Commercial Fitness Club In China

Commercial fitness club is the sports industrialization and marketization of theproduct in our country. It is the subject of fitness entertainment market part, and in theprocess of development, it is facing many challenges and opportunities. With thecontinuous growth of the national economy and people’s leisure time, residentsincreased health conscious, sports consumption conception change, our fitnessentertainment market has become increasingly prosperous. Meanwhile, China’s fitnessmarket demand is also the rapid changes, customers increasingly pursuit individuation.It is more about emotional satisfaction, psychological identity when people consumed.Therefore, pay close attention to the market trend, create adapt to different needsof consumers differential marketing of products and services in time should be animportant option for commercial fitness club.This paper utilizes the literature material law, logic analysis and investigationexpounds the present Chinese commercial fitness club development present situationand differential marketing in sports market application; combined with thecharacteristics of fitness service products and our fitness consumption marketconsumer behavior factors such as the main features, analyzed the necessity andfeasibility in the commercial club of differential marketing; based on differentialmarketing support, expounds how to implement the differentiation marketing strategy;With products differences into patients，take the empirical analysis on differentialmarketing to the Huayang fitness club of Chang Sha.The conclusion: At present, the quantity, quality, structure, levels are constantlyin fitness consumption entertainment are changing. Personalized service inevitablybecome our next fitness service market systematic trend. Specific to implementation,concluded to the following six aspects: market segmentation and assessment; Productdifferentiation; Service differentiation; Personnel differentiation; Image differentiationand sales channel differentiation. Through an empirical research and analysis onbusiness for club cultivate alienation marketing a group of loyal members and canavoid the bad price competition, it is more favorable for the club’s future sustainabledevelopment.