Research On KangBo Fitness Club Marketing Strategy

The fitness industry as social productivity development product, in modern life occupy the increasingly important consumption status. An area of the fitness industry development condition, in part reflects the region’s economic and cultural level, and local residents to the understanding of the fitness industry level. This paper mentioned KangBo fitness center is the first RuZhouShi open, and to date only a fitness center, from competition in the industry’s point of view, the development of it not be from competition in this industry, should appear more optimistic about performance. In fact KangBo fitness club is still in a gloomy business situation, from the2008founds until now, has been two operators took over, earnings have been not very optimistic. Investigate its reason, in addition to their own internal management of some factors besides, more important is the market marketing work not be very good development.This paper RuZhouShi to KangBo fitness club as a case, the development of the club and the present marketing, and also to KangBo fitness center of the marketing environment and the existing problem of the thorough analysis, from KangBo fitness club marketing situation, and combining the actual fitness club, put forward the corresponding marketing solutions and Suggestions. In the research methods, this paper mainly adopts literature research and the case method, the enterprise will be the concrete practice of the field survey and combination, the comprehensive analysis of the current situation of the development and the problems faced. The results of the study show that, at present KangBo fitness club is still in the primary stage of development, in view of its marketing existence question, should from the fitness requirement of consumers, strengthen and consumer effective communication, for the fitness offer consumers can meet the needs and desires of products, for the fitness of the convenience of consumers with consumption, expanding marketing channels, absorb more fitness lovers to the place, so as to achieve the purpose of ascension club marketing competitiveness. This paper hope through the study, the fitness club operators can, according to its fitness person consumption characteristics, to provide high quality service and make corresponding marketing strategy, promote the exercise, the popularity and development, sports industrialization development for our country to provide some theoretical research, for the government to make relevant policies and measures, and regulate sports body-building market provides the basis, make sure the sports fitness industry will in the future time get the healthy and orderly development. And the hope for the development of economic force relatively weak at the county level cities the fitness industry vigorous development provides some advice is worth using for reference.