Study On The Network Marketing Strategy Of Fitness Club In Shandong Province Based On The Marketing Theory Of 7Ps

With the rapid development of Internet,encouraged by policies and regulations on “Internet +sports ”,fitness club of shandong province network marketing are faced with unprecedented opportunities and challenges.The related research has certain value and urgency,so this paper in the intangible product marketing under the the marketing theory of 7Ps,study the network marking about fitness club in shandong province.Put the network marketing strategy of fitness club in Shandong province as a study object.This paper investigates and analyzes the strategy of network marketing of fitness club in Shandong province in the perspective of the marketing theory of 7Ps,studies the effective strategy and existing problems in the process of network marketing of Shandong Province,analyzes the effective and the causes of the problems and the influencing factors,So as to provide recommendations for the development of the network marketing strategy.This paper provides a theoretical support for the study by borrowing and reviewing the related works,journals and database literature related to the marketing theory of 7Ps,fitness club network marketing strategy and Shandong province fitness club network marketing.Through the expert interview method to get relevant experts in the field of guidance,clear the direction of investigation and research.Through the questionnaire survey,based on the overall number of Shandong Province fitness club network map and the distribution of local cities as the basis,selected six cities and 60 fitness club 420 consumers for the survey object survey,finishing the marketing theory of 7Ps perspective Shandong province fitness club network marketing status,combined with mathematical statistics analysis and research of effective experience and problems and their influencing factors and reasons,through experimental research to the marketing theory of 7Ps as a guide to the fitness club network marketing strategy intervention experiment on the fitness club Monthly customer increments,membership increments,and turnover,and analyzes the reasons for their changes.Study results:The networking product(??)strategy of fitness club in Shandong was not perfect,fewer products and product categories convergence,did not reflect the unique selling point of fitness products,didn't highlight the quality of fitness services;low-cost strategy unscientific,price(??)competition,Differential pricing to be promoted.Network marketing channel(??)low utilization;network promotion(??)activities of small influence;personnel(??)strategy too much attention to consumer care ignored the staff management and care;process(??)management strategy is missing;tangible display(????)strategy behind,showing the content of thin.the marketing theory of 7Ps under the guidance of the network marketing strategy Intervention experiment in the fitness club monthly customer increments,membership increments and turnover have increased significantly.Conclusion of the study:(1)Shandong Province,fitness club network marketing on the number of products and diversification and differences in pricing is not enough attention,fitness products and services,the network shows a low level of physical display,lack of display content.(2)Shandong Province fitness club network marketing channels are not fully developed and rational use,lack of innovation in network marketing strategy.(3)Shandong Province,the fitness club network marketing strategy and process management strategy is a serious lack.(4)Shandong Province fitness club network marketing elements of the combination of imperfect strategy.(5)Shandong Province fitness club network marketing development depends on the development of Internet technology level.(6)the marketing theory of 7Ps under the guidance of the network marketing strategy in Shandong Province fitness club network marketing has a good role in promoting.Suggestions:Pay attention to the marketing theory of 7Ps in the network environment in the flexible adjustment,to avoid the limitations of theoretical knowledge era;theory with practice,pay attention to the marketing theory of 7Ps in the network marketing application analysis and research,and fitness club network marketing strategy practice.