Study On Market Conducts Of Shanghai Fitness Clubs Based On SCP Paradigm

The sports leisure industry,represented by the fitness club industry,is an important industry concerned by our country and related to people’s livelihood.With the great development space of Shanghai fitness and leisure industry,how to use the industrial policy to guide the club to improve the market conduct,so that the whole industry to create a benign competition in the market environment? It’s a question worth exploring.This paper aims to investigate the market conducts of different types of fitness clubs in Shanghai by means of literature,interview,questionnaire and mathematical analysis to explore and analyze the club the insufficiency of market conduct in practice,searches for a positive and effective industrial governance model in a modern market economy and puts forward some effective measures to maintain the competition of Shanghai fitness club market.The conclusions are as follows:First,the current situation of Shanghai fitness club market development is characterized by significant development achievements and poor industry evaluation.In the market,various clubs adopt the business model of "Pre-paid membership".This model is beneficial to fitness clubs with huge investment and slow return.At the same time,it conforms to the characteristics of long transaction completion cycle and can help consumers cultivate fitness habits to a certain extent.But this model in practice too much emphasis on the prepaid function also brought some of the disadvantages of consumers’ rights and interests.Second,in the aspect of market structure influencing market conduct.Survey shows different types of fitness clubs will take different marketing behavior to sell their "Pre-paid membership" products.High-end fitness clubs adopt high price pricing and word of mouth marketing,focusing on giving consumers the best fitness experience.The chain fitness club is a target of rapid expansion,and a very flexible pricing strategy,in simple marketing channels,the club’s fitness trainer is also burdened with a huge sales pressure.The new fitness clubs transplant the traditional offline marketing model to the online platform,and adopt the penetration pricing strategy to develop rapidly in a short period of time.Private training studios have chosen to focus on selling private fitness classes.Third,the pricing and marketing methods are still the same as those of chain fitness clubs,and fitness coaches are also under the pressure of sales.Although the pricing and marketing behaviors of various types of fitness clubs are diverse,they are rare in the whole industry in terms of market innovation behaviors.Fourth,in the aspect of market performance affecting market conduct.According to the market evaluation.Consumers give high satisfaction ratings to high-end fitness clubs.New fitness clubs have been well appraised when they first enter the market with their advantages,but its innovation needs to be further developed and tested by practice.The satisfaction price of chain-linked fitness clubs and sales marketing means make them more flexible in terms of pricing,However,there is also a market effect feedback that is not satisfactory to the after-sale service gap.Private studios,born out of traditional fitness clubs,have attracted consumers who participate in fitness exercises with a strong purpose.However,the disadvantages of multi-role coaches need to be improved in the future.The following suggestions are made for the above conclusions: Regulating the sales behavior of "Pre-paid membership",avoiding bad market conduct,and Guiding fitness clubs to pay attention to innovate the "Pre-paid membership" is the idea of improving the development of the fitness industry management department.In adjusting the market structure,the sports department can coordinate the interests of all parties in the industry by giving full play to the industry self-discipline mechanism,strengthening the governance function of the industry association.In regulating market conduct,a take-over system for bad enterprises in the industry and an advance payment insurance system should be established to protect the rights and interests of consumers.In terms of encouraging market performance,through the government purchase behavior,the public sports service market orientation characteristic guides the market to carry on the innovation,displays the market vigor to promote the development of fitness club industry.