Research On Services Marketing Strategy Of Wanhao Club Of Beautiful Scene Fitness Group

With the improvement of the living standard of Chinese people,Food and clothing is no longer the main contradiction of society,People take more attention to the problems of personal health.Especially in recent years,more and more people join in fitness.At the same time,The state support the health industry as the sunrise and the green industry.Business gymnasium has gained huge development space under favorable policy and consumption demand.But facing the ever expanding market demand,the number of gymnasium is increasing and competition fiercely.Therefore,Business gymnasium wants to win in the competition,they must constantly improve service quality and improve their marketing strategy.Wanhao Club of Beautiful Scene Fitness Group in Changchun(Wanhao Club for short)has perfect environment and complete equipment and equipped with professional personal trainers team and excellent management team.Wanhao Club also provide complete range of fitness programs,product that consistent with the income level of consumers.The Club favored by the fitness enthusiasts since its establishment.But as the number of Club members tends to stabilize,the profit of the Club is not as good as before.Through site visit and questionnaire investigation,the marketing problems of Wanhao Club highlighted in the product homogeneity and there is no fitness project with characteristics and core;the selection of target market is not clear;marketing channels relative to traditional;Service is at a general level,staff lack of service awareness;Membership satisfaction is not high.The GDP of Changchun growth stable and Residents' disposable income is increasing nearly two years,People will spend money on fitness products;Bad living and eating habits,make the sub-health state to be "new normal".Macro environment brings opportunities to the development of Wanhao Club.But with the surrounding competitors emerge,consumer needs and requirements is improving and more sensitive at price.From the investigation,The perimeter zone of Wanhao Club surrounding with many enterprises,school and residential quarters,provide a stable source of customers.But Wanhao Club staff mobility is high and service consciousness is not strong,Club development will be affected.On the other side,The new gym and small fitness studio is a potential threat for Wanhao Club.According to the marketing environment and problems of Wanhao Club: Starting from the venue to target positioning firstly,Combining the weight of market segmentation,select three target markets that young + students,middle income + aerobics and female + group course.Finally,Positioning Wanhao Club in a business fitness club with High cost performance,Young,Characteristic course.This paper given a set of feasible marketing strategy from the 7 dimensions of Product,Price,Promotion,Place,People,Process and Physical evidence by 7Ps marketing theory.In the end,it puts forward the implementation of marketing strategy from 6 aspects: people,institution,capital,technology,incentive and culture.Through this study,It hope that Wanhao Club can promote the product experience and service quality,improve customer loyalty,establish a good reputation,become high quality fitness brand in Changchun.It is also hoped that the research results can indicate the direction of the development for the similar gymnasium and promote the progress of the fitness industry.