Study On The Marketing Strategy Of Nanchang City Tiantian Fitness Club

Commercial fitness clubs in China with China since the beginning of the 21st century economic and social development, and people demand for health and fitness, has grown, through a variety of ways diversified throughout the large, medium and small cities, become an important pillar of the development of sports industry in China, is also China’s economy service industry an important vanguard, and gradually form a green and sustainable development of industrial economy of. But compared with the developed countries, development is still in the initial exploratory stage, in the marketing management still exist such as market positioning is not clear, harsh market competition, industry varies greatly, government support, poor facilities is not perfect, product form is monotonous, the lack of large scale project products, price and demand asymmetry, promotion means single and lack of persistence, service level is low, the club location is not reasonable, marketing myopia and so on such problems. These are the constraints of commercial fitness clubs in China health, fast, sustainable management of important factors. Therefore, in the increasingly fierce competition in the fitness market environment, increase on how to carry out the correct marketing present situation analysis, how to market assessment, segmentation and positioning, design reasonable and perfect marketing strategy, security strategy effective implementation on marketing strategy research, is the urgent need to resolve important issues, has a more important practical significance and research value.This article uses the literature method, interview method, case study method, logic analysis method, elaborates the membership condition and the management status of Nanchang daily fitness club. Through a comprehensive analysis of development course, Nanchang daily fitness club market environment and enterprise status, draw and challenges of Nanchang every day fitness development superiority and the inferiority, the opportunity of Nanchang fitness industry analysis, by using the SWOT analysis method for SO/WO/ST/WT portfolio analysis to Nanchang every day, health club, business ideas that day:take the Nanchang fitness club people’s health needs and social political economic environment on the development of the industry trend, overcome the lack of talents and the concept of service standard is not perfect, strengthen the industry norms and industry cooperation, through the difference between products and services, using the Nanchang every day of the existing network channels and brand awareness, a full range of occupation of the market, expand the market share and the club scale, realize the strategic target of the development of the club. Then the STP strategy analysis of Nanchang daily fitness club market, through market segmentation and target market selection, market position, the enterprise tenet of clubs, venues, shops, service price of products made positioning reasonable, strategic overall leading local competition, price good leading cost, demand and competition oriented flexible pricing product form, product of pluralistic integration, additional product reflecting the value function measures. After analysis of Nanchang daily fitness club marketing situation, the use of 7P marketing theory to the club carried out a comprehensive analysis of the status quo, and evaluate the marketing strategy, through analysis and evaluation, to the club’s marketing strategy to the author’s own suggestions, and the club short board marketing in 7P to improve. Finally, through the enterprise operation management, financial management, human resources three carriages, common security implementation of Nanchang every fitness club perfect marketing strategy can be highly efficient, stable, long.