A Research On The Marketing Strategy Of City Z Fitness Studio From The Perspective Of Relationship Marketing

With the sustained development of social economy and cultural level in our country.The people ′ s living environment and living standards have undergone fundamental changes,and the consumption capacity has also undergone new structural changes,the consumption consciousness and health consciousness of the people have gradually changed,and the concept of fitness has gradually become popular.In recent years,various kinds of fitness institutions have sprung up all over the country,and the development of fitness institutions has become different and large-scale.Fitness studio is an important business model in the fitness industry structure.It is different from large fitness clubs or fitness chains.Its market flexibility,personalized management,fine service and other characteristics make it popular with fitness customers.However,from the current development of the fitness industry in China,there are still some shortcomings in the impact management of fitness studios.How to improve service quality,relationship quality and customer loyalty is the key point for fitness studios to enhance market competitiveness and obtain more high-quality customer resources.On the basis of consulting relevant literature and interviews,this paper takes Z Fitness Studio as the research object to analyze and describe the current situation and problems of Z Fitness Studio from the perspective of relationship marketing theory,customer satisfaction and customer loyalty.At the same time,through the preparation of questionnaires,the members of Z Fitness Studio are investigated by questionnaire,combining with the current market environment and Z Fitness Workers.The operation data of the studio explores the interaction among the three indicators of service quality,relationship quality and customer loyalty of Z fitness studio.Then,based on STP marketing strategy and 7P’s marketing mix strategy of service marketing,it combs the corresponding marketing strategy and marketing mix strategy suggestions of Z fitness studio.At the same time,I hope that this study can provide management reference for the operators of the fitness industry in improving the theory and practice of relationship marketing.