Study On Marketing Communication Of Commercial Fitness Club In Shenyang Area

With the development of the national economy and the improvement of the people's living standards,individual health and beauty have received more and more attention.Commercial fitness clubs,as the main body for providing health and shaping services,are playing an increasingly important role in the sports industry.However,in recent years,the development of commercial fitness clubs in China has been unsatisfactory.Yang Hui's “Study on the development history,current status,and trends of China's commercial fitness club industry” mentioned that “at present,the operating conditions of more than 4,450 commercial fitness clubs in China are poor.There are less than 30% of the clubs that make money,and about half of the health clubs are in a difficult position." From the perspective of marketing communication,this article uses the literature materials method,field interviews,etc.,and takes the marketing communication activities of commercial fitness clubs in Shenyang as the research object,and conducts them from three aspects: its own characteristics,current issues,and solutions.This article firstly conducted an in-depth analysis of the development of commercial fitness clubs and the marketing and communication related activities of the entire commercial fitness industry in Shenyang,and concluded that it has a geographical,periodic and periodical homogeneity in marketing activities.The traditional media dominates the dissemination channels,the marketing management structure is fixed,and the new member and renewed card rates are used as reference indicators to feedback marketing communication effects.Combining with communication theory and practical cases,this paper analyzes the problems in the marketing communication of commercial fitness clubs in Shenyang at this stage.It can be summarized as a single marketing communication channel and lack of media combinations;online marketing is abusive and over-reliance on traditions.The homogenization of media and marketing communication content and the ambiguous themes of communication;lack of professional communication talents and effective management framework.In the last chapter of this article,combining with the characteristics of its marketing communication activities and the existing problems,the relevant improvement measures are proposed from the three aspects of media,content and management of marketing communication.This paperstrive to analyze the characteristics and problems of the marketing communication at the current stage of the commercial fitness club in Shenyang,combine the theory of communication studies and the actual situation of the survey,and provide a real and feasible marketing communication improvement program based on marketing communications.Relevant fitness companies that are caught in operational difficulties provide a reference.