Study On The Management Model Of Fitness Clubs In Small And Medium-sized Cities

In this paper,literature analysis,field investigation,expert interview,mathematical statistics,case analysis and other research methods,taking Pingdingshan Yanhua Fitness Service Co.,Ltd.as a case,to carry out research on the business model of fitness clubs in small and medium-sized cities.Study: first,inflammation fitness services co.,LTD.,the internal management efficiency is low,the new business involves a large number of personnel flow across departments,the original management pattern has not adapt to the new environment,and China fitness club stores management levels,command transmission lag,and there is loss,reduce the efficiency of management and execution,flexibility of the store.Secondly,the assimilation of services and products is serious,and their services and products are the same as those provided by general gyms,with serious service homogeneity.The second expansion mode is simple and inefficient.In terms of scale expansion,it adopts the direct sales mode,which has great financial pressure,slow speed and limited coverage.In terms of business expansion,it only initially involves the operation of sports events and sales of sports equipment and equipment,which is not deeply involved and lacks relevant experience and talents.Finally,the marketing mode is single.Yanhua fitness club mainly adopts relationship marketing,online communication through WeChat and weibo,distributing leaflets for offline publicity,and establishing word-of-mouth through courses.This marketing mode has little influence,single mode and limited effect.The above problems are also common in the operation of fitness clubs in small and medium-sized cities.Based on inflammation fitness services co.,LTD.,the analysis of the business model,combining with the characteristics of small and medium-sized cities and the people's demand,fitness club should timely adjust management pattern,first service products should be the brand,with the continuous development of fitness clubs,fitness club competition intensifying,the brand will be a fitness club survival and the development of core competitiveness,is also the important carrier of show thefeatures of fitness club.Second pricing strategy should be diversified,with the development of the society and the progress of science and technology,people's lifestyle and spending habits have changed,the population mobility increased,the original gym membership pricing strategy cannot fully adapt to the current consumption environment and under the background of the national fitness,the threshold of the year will undoubtedly improve the residents into the gym.Again should be comprehensive expansion mode,the expansion of the fitness club stores should pay attention to the construction of fitness studio reduce the time cost of residents in fitness,enlarge the range of fitness clubs,fitness clubs should attach importance to the development of online course,improve the online shopping experience strategy,business expansion should be based on fitness club,make full use of the advantages of resources,through cooperation,m&a integration of industrial chain,to expand new business.Thirdly,the marketing mode should be three-dimensional.The marketing mode of fitness clubs should be based on brand building,guaranteed by service quality,expand the influence based on brand effect,increase customers,and carry out marketing from multiple perspectives such as brand impression and service experience through free fitness knowledge lectures and experience CARDS.Finally,talent training should be sustained,and a long-term talent reserve and training mechanism should be established,so as to improve the decision-making ability of managers,relevant business ability and executive ability of employees,further enhance the operation efficiency of the club,and improve the competitiveness of the club.Deficiencies of this study: At present,this study only takes Yanhua Fitness Club as a case to study the business model of fitness club from the perspective of its own development,with single cases and perspectives.