Research On Customer Development And Relationship Management On SME

With the continuous improvement of people's living standards,health consciousness constantly strengthen,consumption ideas gradually change,makes our country commercial fitness club got rapid development,has become the important pillar of the sports industry,however there are still big gap with the abroad have decades of history in the fitness industry.There are many problems in the management and marketing,especially the small and medium sized fitness club which have70% the market share face more problems.Such as market positioning is not clear,product form is monotonous,facilities imperfection,lack of price gradation,the location is not reasonable,promotion means have short-term and not enough in-depth problems.These factors restrict our small and medium sized fitness club healthy and sustainable development.C fitness club have nearly 10 years of development,has the typical representative.Based on C fitness club as an example,this paper combined with O,Y,H etc.Several typical small and medium sized fitness club as the foundation,development and maintenance of small and medium sized fitness club member aspects were studied.This article first to the STP market positioning analysis of C fitness club,on the basis of market segmentation,choose blue and white-collar works as target market,then positioning,increase differential sales and marketing based on no differences of marketing.And then to market segmentation,based on the research of the behavior of members,analyzes the C fitness club in the development and maintenance of the status quo and points out the deficiency.Finally using the marketing theory of 7Ps and the theory of relationship marketing and other related to the development of new members and old members to maintain two aspects,put forward improving strategies.Think in terms of the development of new members should be in the product,price,channel,personnel,ales promotion,tangible demonstration,process accordingly improved.In members maintenance by improving customer satisfaction,increase customer loyalty and implement relationship marketing,to set up the member complaints mechanism,set up methods such as reducing the cost of membership retention strategy,change the present focus too much on short-term economic benefits(sales),from the long-term interests,mining member lifetime value,members will stay at the club for a long time.Through research and analysis of this article can help small and medium sized fitness club in to increase the number of members,reducing the cost of membership to provide reference,also can promote the benign development of the fitness industry,sustainable operation.