Research On The Strategy To Enhance The Brand Competitiveness Of Commercial Fitness Clubs In Shandong Province

Commercial fitness clubs are the main force that promotes the development of the sports industry and promotes the implementation of the national fitness program.They are also emerging industries that can produce high profits while also having high social value.Commercial fitness clubs are developing very fast in Shandong.In recent years,the overall coverage of major cities has basically been achieved.However,the number of commercial fitness clubs continues to increase,but branded clubs are still scarce;the competitiveness of the brand still needs further improvement.At present,the promotion of the brand competitiveness of commercial fitness clubs in Shandong Province and the creation of a strong brand are undoubtedly the most important.This paper begins with the analysis of the competitive environment of Shandong commercial fitness club industry using SWOT analysis.,and conducts an empirical analysis of the status quo of the brand competitiveness of commercial fitness clubs in Shandong Province.Using literature research methods,questionnaire survey methods,mathematical statistics methods,comparative research methods and other research methods,using the combination of theory and practice to promote the guiding ideology,promotion goals,promotion principles,and promotion of brand competitiveness of commercial fitness clubs in Shandong Province Tasks and safeguards have been systematically studied.The main conclusions are as follows:First,currently,the commercial fitness club industry in Shandong Province has internal advantages such as good policies,a superior economic environment,and a good social and cultural environment,as well as internal weaknesses such as imperfect laws and regulations and lack of brand management and management capabilities.At the same time,the implementation of the national fitness strategy in China and the gradual emphasis on fitness leisure business and the implementation of the “Strong Brand Strategy in Shandong Province” have provided external advantages for the development of commercial fitness clubs in Shandong Province,but there are also vicious competitions and low barriers to entry.,Exit barriers,short-term performance pressures,lack of scientific fitness knowledge,and poor fitness stability and other external threats.Second,the proportion of customers is unbalanced,and customers are mainly customers with high incomes,stable income,and sufficient leisure time.The male-female ratio of managers is seriously out of balance,and young and middle-aged people with higher academic qualifications are predominant,but this also shows that the industry’s talent is a dynamic and capable team.The profitability of commercial fitness clubs is very poor,and customers’ renewals and low attendance rates show that customers are not loyal and the fitness of customers is not high.Brand awareness is above the well-known level,brand reputation is below the level of reputation,brand loyalty is the most important part of measuring brand competitiveness,and brand loyalty is at the level of infidelity.From the perspective of the overall reflection of the three indicators,Shandong’s commercial fitness clubs have a low level of brand competitiveness.Third,the basic requirements for the promotion of the brand competitiveness of commercial fitness clubs in Shandong Province:(1)The guiding ideology should be based on the national conditions and the situation;it should be used to smuggle national and Shandong provincial spirit and policy documents;(2)the general goal is to increase fitness clubs.The scale of sports industry in Shandong Province has been significantly improved,and about 3 national sports industry demonstration units have been nurtured,and about 10 commercial physical fitness clubs of provincial sports industry demonstration units have been cultivated.The brand awareness,brand reputation,and brand loyalty are(3)The promotion principle should follow the principle of seeking truth from facts,combining science with art,gradual development,and systemic principles.Fourth,according to the basic requirements,formulate the task of upgrading the competitiveness of commercial fitness clubs in Shandong Province.The first task is to position the brand,and the second task is to shape the brand image.The third task is reasonable layout.Fifth,the effective implementation of the promotion strategy for brand competitiveness of commercial fitness clubs in Shandong Province needs to provide protection measures in terms of systems,funds,laws,policies,organizations,branded equipment,and brand courses.