| In 1995,the State Council issued and implemented the outline of the national fitness program,and the people's awareness of fitness began to wake up;in 2001,Beijing's successful bid for the Olympic Games set off a wave of sports fitness in China;in 2003,the outbreak of the SARS epidemic,people more cherish their lives and attach importance to physical exercise.At the same time,with the continuous improvement of the income level of the residents in China,the consumption ability and willingness are increasing year by year,which also promotes the rapid development of the fitness industry in China.There are fitness clubs,fitness studios,shared gyms,new intelligent gyms,24 h unmanned gyms,fitness apps and other formats,all over China's large and medium-sized cities,and the fitness market is booming.Excessive prosperity has increased competition.In recent years,the news of "Fitness Club closing down","boss running around the money" and "consumer's rights protection difficulty" has emerged in an endless stream,with a 20-year brand history,160 stores and 300000 members of Haosha fitness.In 2019,it was suddenly closed,shocking the whole fitness industry.How to understand their own problems,see clearly the current strategic environment,grasp the future trend of the industry,and reconstruct the competitive advantage has become the primary problem of traditional fitness club operators.Therefore,this paper reviews a large number of professional literature and data at home and abroad,and compares the development process and gap between China and the developed countries in Europe and America.After sorting out,classifying and analyzing,we find that there are many typical problems in our traditional fitness clubs,such as low utilization rate of fitness venues,large liquidity of membership consultants and fitness coaches,separation of membership services from the essence,vague market positioning,and poor operation and management,etc.;at the same time,we find that the regulatory policies of our fitness industry are in the process of continuous improvement,and a few of them are in the process of continuous improvement Operators keep repeating the tactics of "opening stores,circling money,running,changing names and places to open stores",which overdraw the credit of the fitness industry,making the fitness industry more chaotic.On this basis,this paper takes Changchun yingpais fitness club as the research object,through the visit and investigation,in-depth understanding of the status quo and problems of Changchun yingpais fitness club;using PEST analysis method,respectively from the political,economic,social and technical aspects,for the external environment analysis of Changchun yingpais fitness club;combing Changchun yingpais Fitness Club Based on the SWOT model,this paper analyzes the advantages and disadvantages,opportunities and threats of Changchun yingpais fitness club,establishes the SWOT analysis matrix,and formulates the competitive strategy suitable for Changchun yingpais Fitness Club: in the short term,it focuses on reducing the operational risk,reduces the cost and improves the service through refined operation Quality,return to the service essence of member system,make the renewal rate of existing members rise steadily;strengthen in the medium term The long-term strategy is to further strengthen the brand building of inpace,maintain the highest market share,and occupy Changchun The city's fitness market plays a leading role.Finally,in order to ensure the smooth implementation of the strategy,we have formulated the guarantee measures for the implementation of the strategy from three aspects: organization,human resources and corporate culture.This paper studies the competitive strategy of Changchun yingpais fitness club,and hopes to provide guidance and reference for the sustainable and standardized development of the fitness industry,and make contributions to promoting sports,strengthening people's physique and striving to build a sports power. |
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