Research On The Marketing Plan Of The S Commercial Fitness Club

S Commercial Fitness Club in 2002 by the people and group investment, after many years of development has now become the first brand in Northeast China's fitness industry, has a certain influence. In recent years, with the development of economy, people's awareness of fitness, fitness club, a sharp increase in the number, the fitness industry in the fierce competition, with the exercise to mass fitness development, consumer demand has diversified and differentiated trends, S Commercial Fitness Club original marketing plan cannot meet the need of expanding, urgent the marketing plan re design.In this paper, marketing and management as the theoretical basis, using the method of literature, questionnaire survey method, logical analysis method, case analysis method, made a detailed analysis of the concept, classification and characteristics of the fitness club, the difference between the commercial and non commercial fitness club fitness club defines the. On this basis, the 7PS marketing theory, STP theory of market segmentation and consumer behavior theory, starting from the S commercial fitness club market environment, the basic situation of the commercial fitness club, S S commercial fitness club members were investigated, the objective analysis of the S commercial fitness club competition environment, summed up the S of commercial fitness the club has a profound cultural environment, physical environment, abundant resources, abundant capital, the geographical position is superior, stable political environment, economic environment, technological environment good superior; but it also faces a serious loss, and tourist flow sales coaching team is not professional, greater liquidity disadvantage; while facing the continuous growth of the national economy, steady growth, the fitness needs of the residents health consciousness increase, the state of the sports industry attaches great importance to the development opportunities but also face; Facing the fierce competition in the industry, the integrity of the fitness industry is facing the threat of social crisis. According to the actual situation of the S business fitness club, the consumer group market is subdivided into high income customers, working customers, young people rely on the customer base and middle-aged and old customers. Positioning the market target in the middle and high income groups of the whole Harbin City, market positioning for the city club". From the end of the commercial fitness club product design, pricing, commercial fitness club commercial construction club marketing advertising design, commercial fitness club consumer market segmentation, target market and market positioning analysis, S Commercial Fitness Club channel and promotion plan design, S commercial fitness club marketing team design, S visible display design of Commercial Fitness Club S, commercial fitness club management strategy analysis etc. the design of S Commercial Fitness Club Marketing programs. So as to provide reference for the future marketing activities of S commercial fitness club, to help the club to enhance brand awareness, improve market competitiveness, the commercial fitness club has a certain reference value.