A Comparative Analysis Of The Marketing Strategies Of Tianjin Baolihao And Leo Fitness Club

With the continuous development of China’s socialist market economy,gradually improve people’s living standard,city residents leisure time and disposable income have gradually increased,affected by policy guidance and environmental factors at the same time,people are "buying health" health consciousness is more and more intense,the sports entertainment service demand trend of personalization and diversification.The number of commercial fitness clubs in Tianjin is increasing,and the operation and management mode is becoming more and more mature.But the overall fitness industry is still in the initial stage of development,there are still many problems to be solved in the development process.Powerhouse GYM and LEO GYM are located in the Tianjin Olympic Center(referred to as the Olympic Sports Center),in the geographical position to form a certain competitive relationship.In this paper,the target market marketing strategy,marketing strategy and service marketing strategy as a guide,the comparative analysis of the marketing strategy of Powerhouse GYM and Leo GYM,to compare the two club location,decoration style,facility layout,staff members and the basic situation,emphasis is put on the comparison of Powerhouse GYM and LEO GYM in fitness club the similarities and differences between the product and service strategy,price strategy,channel strategy,promotion strategy,service strategy and tangible demonstration strategy.On this basis,through a questionnaire survey of consumers in the marketing strategy of the two clubs get satisfaction,Powerhouse GYM and Leo GYM marketing strategy for success,other Tianjin fitness club marketing strategy to provide reference for the city of Tianjin,and contribute to the development of fitness industry a force.In this paper,through the study,the following conclusions:In the target marketing strategy,Tianjin Powerhouse GYM and Leo GYM are based on the actual situation to take a different member management program,but in the market segmentation are 25 to 45 years old,middle income,the company staff,Civil servants and individual operators as the characteristics of the market segments for the target market.Powerhouse GYM target market positioning for leading high-quality life of the chain health club.Leo fitness club’s target market positioning for the modern business negotiation fitness club.As a latecomer,Leo Gym’s target market and Powerhouse GYM difference is not great,the target customers there is similarity,easy to cover each other.In the product(service)strategy,Powerhouse GYM courses are rich,fitness projects diverse,complete supporting services,members of colorful activities,which are conducive to attract and maintain customers.But it is also due to the longer operating period of the reasons,equipment,equipment,the old phenomenon.Leo GYM curriculum content and the number of less set,fitness projects are relatively monotonous,related facilities are not perfect,but the new environment and generous treatment,attracting a lot of Powerhouse GYM excellent fitness coach.Leo GYM is the lack of membership card set less,held members of the activities are too few,which is not conducive to the number of members of the fitness club in the initial accumulation.In the price strategy,Powerhouse GYM and the Leo GYM have adopted a non-cumulative number of discount strategies and prestige pricing strategy,which Powerhouse GYM to take the mantissa strategy,and the Leo GYM mainly take integer strategy The From the attitude of consumers on the card price point of view,the two health club pricing is quite reasonable.In the channel strategy,because the commercial fitness club rarely use channel strategy,so only in the site of the Powerhouse GYM and the Leo GYM for comparative analysis,benefits and drawbacks are similar.In the promotion and communication strategy,Powerhouse GYM in advertising,personnel marketing,sales promotion,public relations strategy is more abundant,and achieved good results.While the Leo GYM in these strategies is relatively weak,lack of strength.In personnel policy,Powerhouse Fitness club management membership management,membership management activities than Leo GYM more perfect system,members are more diversified forms of activities;but in dealing with customer complaints,although Powerhouse GYM set up a separate customer service department,but for the members to reflect the issues,comments and suggestions are not timely,most of the customer complaints handling is not in place,and Leo GYM has more members of the views and suggestions,timely response to the problem and deal with,To enhance the loyalty of the members of the fitness club and the club’s reputation;In addition,the staff management,Powerhouse GYM as a fitness industry leading enterprises,its own staff internal training system is worth learning,but compared to In the Leo GYM will find that only a well-established training system is not enough,an enterprise should be the staff of the welfare system,the development prospects to give enough attention,only from the "iron camp camp soldiers point of view to treat employees,especially outstanding employees,for the enterprise long Sustained and healthy development is very unfavorable.In the service process strategy,the two fit clubs have a standard and unified service process,but Powerhouse GYM service process is more original,it is the implementation of the process to successfully enhance the success rate of private education courses,And take into account the professionalism of the personal trainer to maintain,so that membership consultancy and private coaching department as a commercial fitness club two major business units perform their duties,for the healthy operation of the club is very favorable.Leo fitness club service process is slightly conventional,and other health clubs used in the service process is generally the same.