| Physical fitness has become an indispensable part of daily life.In the process of industry development, the life cycle and marketingstrategy of fitness club, as an important part of sustainabledevelopment, is profound to improve its operating profit. In order toavoid failure of a fitness club due to poor management, the authorintroduces the concept of life cycle, different marketing strategiesin different life cycle, which promotes the healthy development ofthe fitness industry. The paper aims to objectively and accuratelydevelop the countermeasures to fitness clubs in Shanxi Province. Itis hoped that this paper can make some contribution to thetheoretical and technological development of fitness clubs inShanxi Province.According to the research objectives, the thesis takes100operational health clubs in11cities as research object, and it takes100managers in these clubs as investigation targets. Themethodologies applied in the thesis are: literature materials, expertinvestigation, questionnaire and factor analysis, correlationanalysis in mathematical statistics analysis, and so on.The research results show:(1) Through the theoretical analysisto lifecycle of operational health clubs in Shanxi Province, we canconclude that sports product has a lifecycle, characteristics in each stage can be summed up as: launch, growth, mature andrecession four stages. The development of Shanxi operationalhealth clubs is growing, but some problems still existe in theirlifecycle and marketing strategies. Therefore, it is necessary tomake a systemic analysis to the lifecycle and marketing strategiesof Shanxi operational health clubs.(2) From the analysis of currentoperation of operational health clubs, the author gets theconclusion that all the factors—geography location, number ofmembers, mangers’ education background, area of business, thetime when clubs set up, and scale—have certain relationship withthe management benefit, which directly affects the life style ofclubs. Every life style of courses and products for fitness isconnected with the life style of clubs. Life styles of clubs directlyaffect the stage where the products locate in the whole life style.Moreover, the life styles of products promote or restrain the lifestyles of the clubs and influence the condition of benefit. The mainreasons of affecting the courses and products of health clubs inShanxi province are deficiency of innovation and slight difference ofproducts in different clubs.(3)The marketing strategy analysis ofShanxi operational health clubs marketing strategy is made frommarketing features at all stages of its life cycle and marketingstrategy two aspects. The study points out characteristics inlaunch stage of Shanxi operational health clubs are: few resources,few member numbers, and lack of technology and managementknowledge; growth stage is the stage of rapid growth. It ischaracterized by diversified development such as business growth,increased sales, enlarged scale, increased workers, etc. In mature stage is life cycle of the club is stable and relatively perfect. Butfew resources and decreased innovation ability may easily lead theclub to the recession stage; Recession is a stage of declination. Inthis stage, both the internal and external problems gradually appear.There appear two possibilities for seeking new development: theclub towards new lifecycle or closed. Management pattern of clubsis an important factor for club marketing strategies.This study usedfactor analysis to strengthen the analysis of club marketingstrategy, and it pointed out that "management factor","internalfactor","sales factors" and "external factor" the four factors canstrengthen the club’s marketing strategy. |
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