A Study On The Marketing Strategy Of Chang Yi Health Club

Since twenty-first Century,with China's rapid economic and social development,commercial fitness clubs in China and the people of the health and fitness needs from scratch,spread to the small and medium-sized city through a variety of ways,has become an important pillar of the development of China's sports industry has become one of the industrial economy,an important part of China's service industry and green economy sustainable development.But compared with other developed countries,China's commercial fitness development is still in the exploratory stage,in its marketing management still exist many problems,such as market positioning,lack of understanding,the fuzzy consumer market competition situation is bad,the industry level uneven distribution,the product form is monotonous,inadequate facilities,large scale projects the lack of product,price and demand asymmetry,low level of service,promotion means lack of diversity and persistence,the club location not reasonable etc..These are the main factors that restrict the healthy,stable,fast and sustainable management of commercial fitness clubs in our country.At present,the mainstream view in marketing,consumer behavior has gradually become the decisive influence of the sale of goods,the main reason is: first,to meet consumer demand has become the fundamental purpose of commodity sales;second,pay attention to the marketing strategy of the characteristics of consumer behavior is the path to success.Therefore,in an increasingly competitive fitness market environment,how to proceed from the consumer behavior and demand,increase the analysis of the present marketing,evaluation,market segmentation and positioning,reasonable design of marketing strategy,has a practical significance and research value especially important.By using the methods of literature,interview,case study,data analysis and logical analysis,this paper expounds the membership status and management status of the long medical fitness club.By comprehensively analyzing the consumer perspective of long history,medical fitness club market environment and business situation,summed up the process of consumers in the consumer behavior of some new features and new concept of consumption,various factors to affect fitness consumer behavior,and points out the main problems of the fitness market marketing.Starting from the consumer perspective,put forward new countermeasures need to be taken long in medicine,fitness products,strengthen the long medicine brand buildingand marketing,creative design of fitness courses and implementation of fitness products,product differentiation strategy,to avoid the homogenization of competition;in the fitness product prices,the use of market-based pricing strategy.According to the characteristics of the consumer psychology of pricing;in the channel construction of fitness products,select the traditional marketing channels,marketing channels model supplemented by the way,combined with the dual path line,the construction of consumer direct marketing channels;in the promotion of fitness products,developing a professional sales person,comprehensive promotion and experience advertising strategy.Ensure long medical fitness club to improve the marketing strategy can be efficient,stable and sustainable play to lead the function of marketing activities.