A Research On The Lifecycle And Marketing Strategy Of Chain Operation Commercial Fitness Club In Wuhan

Fitness has become kind of life demand,more and more people began to pay close attention to fitness. With the continuous development of fitness clubs, research about fitness life cycle and strategy is more and more important. In order to avoid the poor management of fitness club in wuhan city and put up the shutters, this study introduce the concept of life cycle.Aims to enterprise life cycle model, summarizes the characteristics of fitness club life cycle, and formulate the corresponding marketing strategy. Hope for the development of chain business in Wuhan city commercial fitness club to make some theoretical support.According to the purpose of this study, this study 12 business fitness club in Wuhan city as a research object, for investors and managers.In this paper, the research methods are:literature material method, interview method, questionnaire survey and field investigation method and other methods. Results show:(1) through the contrast analysis with enterprise life cycle theory, life cycle that chain operation in Wuhan city commercial fitness club exists,its life cycle are: introduction, growth, maturity, recession, five phase transformation period.But in Wuhan city fitness club lack of knowledge about fitness club life cycle theory.(2) by comparing the operating chain business in Wuhan city commercial fitness club and has closed down the fitness club, both have similarity in all stages, there are also differences, one of the biggest differences in the recession, many clubs are now no longer recession continue its life and eventually go bust.(3) and for other enterprise life cycle...