The Research Of Jinan Commercial Fitness Club Consumer Behavior

Taiyuan city in North China, is the center of the city, Shanxi Province, the economic, cultural, educational and other top in Shanxi Province, especially the development of the sports industry. The research on Taiyuan city Bin Leica, HOSA,Bally, Jinyun, 901 fitness consumer behavior red Ting 22 commercial fitness clubs for research the object, starting from Taiyuan City Commercial Fitness Club consumer demand around the overall layout, before consumption, consumption characteristics and the evaluation of the logical order as the main line, using the method of literature,questionnaire method and expert interview system of Commercial Fitness Club consumer behavior in Taiyuan city to study. Objective to provide a theoretical basis for promoting the commercial fitness club development, fitness club managers give advice and suggestions.Starting from Taiyuan City Commercial Fitness Club in the overall layout, based on a comprehensive analysis of the fitness market in Taiyuan City, focusing on the present situation of demand characteristics and the demand of consumers, the consumer purchasing behavior, five factors affecting the consumer behavior,consumer behavior characteristics and evaluation of consumers after the purchase of this part of research results are as follows:(1) consumer demand diversity, diversity,development;(2) in the situation of demand: gender and fitness motivation, fitness clubs and fitness equipment and fitness project intention, demand for fitness cards are different;(3) the consumption behavior of Taiyuan City Commercial Fitness Club consumer mature the reason, type and economic type Buy mode;(4) the influence of the consumer behavior factors of the economic, social, cultural, personal and other five aspects;(5) consumers Most of the moderate intensity exercise intensity and greater intensity; participate in exercise time is more concentrated in 31 minutes-59 minutes and 1 hours-2 hours for the two time in a week; exercise 3-5 times; consumer fitness knowledge is not enough, consumers choose to do for each fitness activities and organize the activities of a smaller proportion(6) of; found after purchase consumer satisfaction survey, project settings of fitness club facilities, professional coaches can meet the health needs of the citizens of Taiyuan city; but consumers generally believe that the club higher fees, and the management of commercial fitness club service quality and sense of identity is low, also exist in the equipment maintenance problems.Based on this, this study proposes the following suggestions:(1) strengthen the innovative consciousness and innovative ability of the Commercial Fitness Club;(2)increase the strength of research and development of commercial fitness club products,speed up the adjustment of product structure;(3) to take active measures to narrow the off-season and the season between camp sales gap, attract more low-income people to participate in the ranks of fitness;(4) government, the media, commercial fitness club tripartite cooperation, and strive to improve the Taiyuan public fitness awareness and fitness knowledge reserve.