Research On The Marketing Strategy Of Commercial Fitness Clubs In Zhangdian District, Zibo City

In recent years,the society has been continuously moving forward,people's living standards are getting higher and higher,their health concepts are constantly changing,and people's demand for sports and fitness is becoming more and more urgent.China's commercial fitness clubs have experienced a development process from scratch and from small to many.Nowadays,it has blossomed everywhere and has become an important force to promote the development of China's sports industry.It is particularly noteworthy that with the promulgation and implementation of the national “46” document,the provinces are actively taking measures to increase research on sports industry and development planning,including commercial fitness clubs.From the existing research,China's research on the marketing of commercial fitness clubs mainly focuses on the first-and second-tier cities in the country,while the research on small and medium-sized cities such as the national third and fourth-tier cities is relatively rare.Therefore,for the third-and fourth-tier cities.Research on the marketing model and management of the fitness club is becoming more and more important.Zibo City is located in the central part of Shandong Province and belongs to the third-tier cities.For its regional characteristics,Zibo City issued the Outline of “Zibo City National Fitness Implementation Plan(2016-2020)” in 2016.Its purpose is to strengthen the sports industry and improve the quality of life of the citizens.Encourage the opening of various forms of sports and fitness clubs;but from the existing literature,there is a lack of systematic research on the marketing strategy of Zibo City's commercial fitness clubs.This paper mainly uses the questionnaire survey method,mathematical statistics method,literature data method,interview method and other research methods,and explores the marketing strategy and management status of eight commercial fitness clubs in Zhangdian District of Zibo City with the support of marketing 4p theory.Through research,while fully understanding the marketing strategy of Zhangdian District Commercial Fitness Club in Zibo City,it finds the problems and shortcomings of its marketing.On this basis,it puts forward the optimization strategy of commercial fitness club in Zhangdian District of Zibo City.The main conclusions of the study are as follows:1.The commercial fitness club in Zhangdian District of Zibo City has begun to take shape.The large and medium-sized clubs are the mainstream of the development of Zhangdian District Commercial Fitness Club in Zibo City.From a long-term perspective,the commercial fitness clubs in Zhangdian District of Zibo City have a broad Prospects.2.The distribution of commercial fitness clubs in Zhangdian District of Zibo City hasregional characteristics.Large-scale commercial fitness clubs are mainly located in Wangfujing Commercial Street,China Resources Wanxianghui,Yintai City and other high-end commercial districts and residential communities;small and medium-sized commercial fitness clubs are mainly It is distributed in densely populated areas such as commercial pedestrian streets,large communities,and comprehensive commercial areas.3.The consumer groups of Zhangdian District Commercial Fitness Club in Zibo City are mainly new members.The purpose of fitness is to enhance physical fitness,improve health and shape the body.The factors that are considered by the fitness club are mainly the location traffic and fitness environment.4.The coaches of the Zhangdian District Commercial Fitness Club in Zibo City are mainly young people,and the male trainers are far more than the female trainers;in addition,the fitness trainers' education is mainly concentrated in high school to undergraduate,few graduate students and above.The coach of the academic qualifications,and then the coaches,have the phenomenon of undocumented employment.5.The fitness programs opened by the Zhangdian District Commercial Fitness Club in Zibo City are basically similar,which is easy to cause repeated investment,which is not conducive to maintaining long-term competitiveness and its own advantages.6.The marketing channels of Zhangdian District Commercial Fitness Club in Zibo City are too single and lack originality.7.The product optimization strategy adopted by the Zhangdian District Commercial Fitness Club in Zibo City is to add special fitness services,organize various forms of membership activities,and set up scientific and reasonable courses;the price optimization strategy adopted is regional pricing strategy,time-price pricing strategy,and additional services.Pricing strategy;the channel optimization strategy adopted is to optimize club location and chain operation;the promotion optimization strategy adopted is experiential marketing and online promotion.