Study On The Marketing Strategy Of YT Fitness Clubs In Shenyang City

Shenyang is located in the south of Northeast China.It is located in the Northeast Asian economic circle and the center of Bohai economic circle.It is a famous national historical and cultural city.With the development of the times,the progress of the society and the continuous improvement of the people's economic income,more and more people are pursuing the high quality of life.In the heavy work,they want to find the right place to release the pressure,at the same time,adjust their own physical state,in a healthy,happy mood to meet the new work of every day.Therefore,the fitness club has attracted the participation of the general public because of its comfortable fitness environment,high-grade fitness equipment and professional fitness trainers.At present,there are 251 large and medium-sized fitness centers in Shenyang,among which 44 are Hunnan,and 4 are located in luxury hotels in Hunnan district.Shenyang YT fitness club is one of the 4 high-end hotel fitness clubs,operating a gym and indoor and outdoor swimming pools,which is a comprehensive fitness facility that covers a relatively comprehensive fitness facility.After more than four years of operation,the club has entered the stage of growth,and the pressure of competition is becoming more and more obvious.There is no systematic marketing strategy in the club.There is no obvious advantage in the market competition.The club needs to analyze it from the professional point of view and formulate a new marketing strategy.Studying it can help us to understand the current situation of the upscale hotel fitness clubThe paper first uses the PEST macro environment analysis method to analyze the external political environment(Politics),the economic environment(Economy),the social environment(Society)and the technical environment(Technology)of the YT fitness club in four aspects.Secondly,the basic situation of the business development of the YT fitness club is analyzed,and the SWOT analysis method is used.Analyze the strengths,weaknesses,opportunities and threats.On the basis of the internal and external analysis of the clubhouse,according to the STP strategy,the market segmentation of the Commercial Fitness Club,the target market selection of the YT Fitness Club and the market positioning of the YT Fitness Club are determined.Through the analysis of the above aspects,it is found that the marketing strategy of YT fitness club has no system foundation at the present stage and lacks the feasibility of popularization.Based on this problem,we use 7Ps marketing theory,from product,price,place,promotion,personnel,physical display,respectively.process management,seven aspects for the YT fitness club to formulate marketing strategies,and from the hotel policy,capital investment,rules and regulations and human resources to put forward the implementation of the four aspects.This paper,taking the YT fitness club as an example,uses the theoretical knowledge of management and marketing,and through the analysis of the internal and external environment of the YT fitness club,makes clear the development status,market situation and future development trend of the YT fitness club,and establishes the choice and market orientation of the target market of the YT health club.On this basis,the marketing strategy which is in line with the actual needs of the club is formulated,which plays a positive role in promoting the promotion of the club's marketing,and also serves as a reference for the formulation of the marketing strategy of the fitness club in the industry.In the paper,the application of marketing strategies has not been thoroughly explored in different competitive environments.This deficiency should be improved in the future.