| Chinese abstract with the vigorous development of China's economy based on the people's living standards continue to improve,the concept of life has changed,the pursuit of physical and mental health and high quality of life has become the common goal of modern people.In the call of the state,the public fitness consciousness is more and more strong,more and more people are willing to spend money to go to the gym,improve the physical quality of Chinese people at the same time,it also promote d the development of commercial fitness clubs in china.The development of commercial fitness club by first-tier cities to the city spreading rapidly across the country,Wuhan as the largest city in Central China,is the financial center,transportation center and cultural center in Central China,the rapid rise of the superior geographical position and the economy,the number of commercial fitness clubs are more and more,more and more intense competition.This article through the SWOT analysis of present situation and Countermeasure of Wuhan City Commercial Fitness Club is studied,hoping to provide a theoretical basis for the development of commercial fitness clubs in Wuhan,promote the rapid development of fitness industry in Wuhan city.The current situation of the development of this article through the literature data method,questionnaire survey method,field observation,mathematical statistics on the Wuhan city commercial fitness club do understand,through the analysis on the development of Wuhan Commercial Fitness Club of the external environment and internal operation status,summed up the advantages of Wuhan City Commercial Fitness Club Development(S),inferior factor(W),(O),threats and opportunities faced by(T).The opportunities include:01,Wuhan city's rapid economic rise,become one of the China large city.02,sound laws and regulations,political stability.03,Wuhan City,a good fitness environment.The 04 rich resources in Wuhan City,to provide high-quality human resources for the commercial fitness club.05 Wuhan large population base,the potential consumption of personnel.The threat of external environment:T1,the implementation of policies and regulations need to be improved.The impact of T2and other fitness market of Wuhan City Commercial Fitness club.T3 bad competition of commercial fitness clubs in Wuhan.The dominant factors of the club itself:S1,Wuhan City,convenient transportation,convenient for consumers to travel.S2,Wuhan City Commercial Fitness Club in large and medium scale,the price is reasonable.S3Wuhan City Commercial Fitness Club hardware facilities and the curriculum arrangement is appropriate and reasonable.S4,the management of commercial fitness clubs in Wuhan and compared with the coaches,fitness club,education level is relatively high.S5,member satisfaction of the subjective evaluation of commercial fitness clubs in Wuhan.Disadvantages include:brand Wuhan Commercial Fitness Club W1,setting is not very attention,not to establish a good brand image in the minds of consumers.W2,Wuhan City Commercial Fitness Club marketing mode is single.W3,the management of Wuhan City Commercial Fitness Club in little training.W4,Wuhan city commercial fitness club coaches qualification is not reasonable,access is not very rigorous,practical ability and certificate level coaches are not consistent with the phenomenon of experience needs to be improved.W5,Wuhan City Commercial Fitness Club Membership sex and age distribution is uneven,the male member is less,less members over the age of 55.W6,the service quality of the fitness club,commercial fitness clubs in Wuhan there are still a number of members are not satisfied.Based on the SWOT matrix analysis of the basic situation of commercial fitness clubs in Wuhan at present,the club development countermeasures:1 the government should increase policy support,the club should enhance cooperation between the government and the.2strengthen brand building,to create their own fitness products,improve the competitiveness.3 to improve the hardware facilities,rich curriculum,improve service quality,expand consumer groups.4 make full use of University resources.5 strengthen the advertisement publicity,rich marketing.6.strengthen internal staff training,reserve high-quality professional talent.7 the establishment of membership consultant,to meet customer needs.Between the 8 clubs to strengthen exchanges,bring out one's strengths to make up for one's weaknesses. |
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