Research On The Current Situation And Sustainable Development Of Sports Fitness Market In Shandong Province

The fitness market is an emerging industry, along with social progress and development,with a broad space for development and prospects. Its development can not only promote thewidespread implementation of the National Fitness, and the promotion of the sports industry alsohas great significance. Shandong Province in the successful conclusion of the Eleventh NationalGames under the influence of the fitness market with rapid development, with the people's livingstandards improve, people's consumption also showed a trend of diversification,"spend moneyon health" consciousness more and more popular, fitness also has higher standards andrequirements. In this context, analysis of the fitness market situation in Shandong Province, toexplore the fitness market sustainable development strategy, has some theoretical value andpractical significance. From the current status quo, the existing research focuses on thesystematic analysis of the11th National Games will be carried out by the new changes for thesupply and demand market in Shandong Province.In this paper, Shandong Province, part of the sports fitness market, comprehensive use ofliterature, questionnaire survey, mathematical statistics, logic analysis and other methods, fromboth supply and demand of Shandong Province fitness market venues characteristics, fitnessinstructor characteristics, fitness by characteristics and consumer demand, the current situation toanalyze and explore, and draw some conclusions on the development of the fitness market inShandong Province.(1) Fitness areas of Shandong Province distribution structure is irrational, the operationallevel is relatively high. Fitness areas are mainly located in the bustling business district andparking convenient roads; a smaller scale of most of the venues; unstable sources of funding,higher operational level.(2) Shandong Province fitness marketing mechanism is not perfect, upbeat marketassessment. Publicity old-fashioned way, good use of the effect of network publicity, generaltelevision advertising did not place. Complex and imperfect form of (3) of personnel structure ofthe fitness market in Shandong Province. Shandong Province fitness market male instructorsthan female instructors, the age is relatively small, lower academic qualifications, credentials arenot uniform; a few part-time coach, no qualifications; instructor training failure, poorprofessional quality, lack of theoretical knowledge, coaching lack of experience, a singleteaching method can not meet the psychological needs of consumers. College Sports Collegegraduates health club to work, mostly part-time classes.(4) The consumer's ability of Shandong Province fitness market higher consumermotivation to keep fit. According to the survey, consumers ages mainly between29-45years of age, occupation is mainly individual businessmen, leaders of enterprises and institutions,national civil servants earning capacity of the consumers is still relatively high. The motivationfor consumers to participate in physical exercise is: physical fitness, body shape, relieves stress,and master fitness skills, communicating with others.Ages mainly between29-45years of age, occupation is the main individual businessmen,leaders of enterprises and institutions, national civil servants, consumers of earning capacity isstill relatively high. The motivations for consumers to participate in physical exercise are:physical fitness, body shape, relieves stress, and master fitness skills, communicating with others.Sports Club should enhance the overall quality of the fitness instructors; increase the fitnessclub business hours;Government should strengthen macro-management and regulation on the fitness market inShandong; to actively improve the fitness market to improve operational capacity; the fitnessindustry, and insurance, medical care, rehabilitation, combined with three-dimensionaldevelopment, improve the fitness industry structure and economic chain; focus on fitness brandin the market, establish a good brand image; to leisure sports industry and fitness market, hasreached all sectors of sport needs of the population, profitable but also to contribute to universalfitness.