The Market Segmentation Of Fitness Products Of Jinan Martial Arts Clubs

Shandong is the birthplace of many styles of martial arts, martial arts has a broad mass base. With holding the2008Olympic Games and the2009National Games, Ji’nan people’s fitness enthusiasm has been greatly raised. The number of martial arts fitness groups has gradually increased. Martial arts in Ji’nan have a broad mass base, which has been an unprecedented development. It also encounters a lot of problems in the development. Martial arts have a diversity of functions and numerous schools. But it. also has an unclear market and classification. In the situation of modern sports globalization, martial-art clubs must research the fitness market in urgent. And the enterprises must seize the opportunities and grasp the market. Making market segmentation to the martial-art market can help the martial-art clubs gain more profits with less cost.For this purpose, this paper learned from western classical theory of marketing combined with the present situation of martial-art clubs and made the martial-art clubs in Ji’nan city as the object of study, using the methods of literature, questionnaire, on-the-spot investigation, logical analysis and mathematical statistics and so on. This paper also checked into32martial-art clubs in Ji’nan and analyzed the fitness products and fitness people in the clubs systematically. At last, this paper made segmentation to the non-material forms of the martial-art fitness products and drew the following conclusions:(1) Under China’s rapid economic development, fitness market demand is pulled. In recent years, Ji’nan’s martial-art fitness industry developed rapidly. However, there are many problems such as poor martial-art fitness system, unclear club market positioning, blind investment and simplex structure and product.(2) Competition becomes increasingly fierce strength between the current martial-art fitness industry and other fitness industry. The demand of fitness consumers is increasingly differentiated. Consumer diversity and personalized feature are increasingly remarkable. The paper further clarified the necessity and urgency of the market segmentation of Ji’nan’s martial-art clubs.(3) According to the standard of market segmentation, the paper analyzed the martial-art fitness groups in Ji’nan from the dimension of geography, population, psychology and behavior. Market segmentation reflected the similarities and differences of martial-art fitness groups.(4) The paper divided the martial-art fitness market into llsegments from the aspects of values, gender, age and incomes and proposed marketing strategy to every segment, which can help the enterprises understand the market, definite the target market, meet the consumers’demand and gain more profits.This paper used the discipline theories of sports science, economics, management science, sociology, psychology, statistics, marketing and other disciplines. The significance of making segmentation to martial-art fitness products is to choose better market segments for clubs and provide more satisfactory service products. It will help clubs choose target market and make the marketing strategy. After the subdivision, the sub-market will be more specific. Meanwhile, it will be easier frr clubs to grasp consumers’demand for fitness. According to their own business ideas and the actual situation, the clubs can determine their own service objects.