Research On The Marketing Strategy Of Commercial Fitness Clubs In Changchun City

In the social and economic development has entered the fast lane today,with significantly improved quality of life,people especially the city residents raised more consumer demand for health,the fitness industry rapid rise in the country,and laid the foundation for the development of an industrial city.Investment,market development and other issues in the national fitness industry,the National Industrial Research Institute in 2015-2020 years of time,launched a comprehensive analysis of the system and the formation of a special report,according to the report related content,from the industrial scale,China fitness industry entered a period of rapid expansion,in 2009 to 2014 years as of 2014,total the scale of the industry has exceeded 127 billion 228 million yuan mark.A Tencent of sports statistics released in 2013 showed that currently on the market there are Chinese fitness club,more than 5000 commercial properties which have begun to achieve profitability of the club accounted for only 20%,and generally facing profit small scale problems,the vast majority of the club is still in groping forward,the profitability of the just passable state.As early as 1980 s,China's fitness market that has been revived,in recent years,with the continuous expansion of the market,China's fitness industry toward specialization,standardization development,various types of commercial clubs across the country blossom everywhere,and become the backbone of sports industry.However,due to a single industry development mode,most of the enterprises failed to introduce professional operation concept and mode of operation,the price war is the main means of competition among enterprises,coupled with consumer demand for personalized service network,growing in a good market situation,the fitness club has not enough from the ideal profit state jump out,the whole industry long-term healthy development has been seriously restricted.So,for all commercial fitness clubs,in the increasingly intense market competition today,how to through the application analysis of the implementation of scientific marketing strategy and accurate market,promote the construction and promotion of the brand image,to occupy a place in the international fitness market,is an open question..In this paper Changchun commercial fitness club as the main research object,through the use of logic analysis,mathematical statistics,questionnaire survey,interviews,literature and other research methods,combined with the combination of marketing strategy theory,from the consumer market,marketing environment,the marketing situation and advanced experience and insufficient analysis,in order to find targeted solutions,indicating the direction for the further development of commercial fitness club,and the establishment of national fitness market operation order reference.