Research On Brand Strategy Of Lan Shu Yoga Club

Nowadays,peoplelive a fast-paced life and under high working pressure.Most of them are in subhealth state.After more than 40 years of rapid economic development since Reform and Opening up,the income level of Chinese residents has increased rapidly.People pay more and more attention to health care,especially physical and mental health.With the guidance of national policies such as the Comprehensive Fitness Program?2016-2020?and the outline of the Healthy China 2030 Program,In the overall layout of national development in 13^th Five-Year.“Health China”and“National Fitness”dock with each other for the first time.Yoga,as one of the most popular,fashionable and comprehensive fitness exercises in the world,is being accepted by more and more people.Yoga life is also gradually changing into people's fashionable,healthy consumption and lifestyle.It affects consumers constantly.Yoga's regulating effect on body,mind and soul is aimed at almost all groups of people,which also attracts more and more resources to invest in yoga industry gradually.At the same time,yoga venues,teachers,peripheral products and so on are constantly increasing,Yoga is developing into a sunrise industry.However,yoga is different from competitive sports or other forms of exercise.It originated from ancient India culture.It's not only a physical and mental exercise for modern people,but also a philosophy thought or life science,At present,it is hard to say that yoga is belong to a certain industry,and there is no clear standard operators of Yoga venues are mostly yoga teachers who don't know much about management,so there are not many good brands of yoga Venues in china.Scaled and profitable venues are even numerous.The more successful business model are basically combination of online,offlineand surrounding Yoga Products,with fewer other innovation.Considering strategic needs of Yoga-club brand development,referring to relevant literature of yoga industry at home and abroad,linking theory with practice,I take Gentle Waves Yoga Club as an example and analyse its political,economic,technological and social environment.I use SWOT analysis to anlyze the advantages,disadvantages,opportunities and challenges of Gentle management situation of it.Combining the relevant elements and positioning of Gentle Waves Yoga Club,and go deep into analyzing the current management situation of Gentle Wave brand strategy management based on customer equity,on how to create,evaluate and manage brand equity to formulate profitable brand strategy.It provides operable suggestions for Gentle Waves Yoga Club,and also provides reference for other yoga club venues and the development of current yoga industry.