| Along with our country economic development, people living level graduallyimprove; people fitness consciousness is more and more strong. Countriespromulgated "national fitness program outline" has nearly20years, fitness clubgradually become the main power to promote mass sports development. But theclub’s development speed as people fitness consciousness enhancement andgradually slow, due to the lack of fitness clubs in China marketing theory support,lead to the fitness club in daily marketing constantly in the process of loss ofcustomers. In this paper, the4Cs marketing theory into practice, using the theory of4Cs current fitness club marketing mode is analyzed and discussed. Focusing on thecomprehensive evaluation and customer oriented, and meet the needs of customers,stick to the customer’s fitness club under the premise of better able to survive anddevelop, put forward that can satisfy the customer demand, and fitness industry canbring new blood to new marketing idea and marketing advice, solve the problem ofthe club’s current marketing, promote the development of the fitness industry,promote the development of the national fitness in China.In this paper, the research methods of questionnaire investigation and case studymethod, through to the black horse club customer questionnaire survey, tounderstand the needs of the customers various multi-level, understand the cost of thecustomer is willing to pay for fitness products, understand the club to providecustomers with convenient, and the communication between the club and customers.Organize data, and present in the form of chart. Through the chart analysis marketingpresent situation, the black horse health club found the black horse club marketingproblems. A case study of the black horse club is using the4Cs marketing theory tothe black horse club daily marketing problems are analyzed, and try to black horseclub to build on the basis of the4Cs daily marketing new pattern. According to theresearch achievements of the black horse club, in view of the current fitness clubmarketing problems in our country, put forward the corresponding solutions.By studying the following conclusions:1. Establish club customer information database, through the study of thestatistics and classification of the customer information, determine the targetcustomer groups, club and club for market positioning.2. The club to understand the customer’s various aspects in the daily marketinginformation as well as the current customer needs provide the correspondingproducts according to customer demand. Meet the needs of customers the basicfunction of fitness products, fitness products security needs, the demand of theemotional function of fitness products.3. The club when on product pricing, all-round consider good customer costs.Club can reduce customer non-monetary cost, time cost, energy cost, etc. Or thecustomer to the assignment of the overall cost to provide customers with more value(the difference between the customer value and total customer cost). 4. The club to customers for the service core do our best to make the club underthe condition of limited needed to provide customers the convenience of eachcustomer is convenience, convenient to reduce unnecessary waste. Specific aspectsof the club can be used for the customer in the purchase of goods, goods in theprocess of providing customer decision convenience, convenient purchase channels,trade links, convenient after-sale service, etc.5. The club to establish a two-way communication with customers, both to theclub messages to customers, and to keep the customer’s feedback and back to theclub. Through the good communication channels, to make communication betweenthe customer and club is more convenient and faster. Under the conditions permit,the club the communication with customers is activated, adopting some new way ofcommunication. |
PDF Full Text Request