Research On The Membership Structure Of Commercial Fitness Clubs

By using the methods of literature,questionnaire,comparative analysis and mathematical statistics,this paper investigates the basic structure,consumption structure and behavior structure of the members of Shanghai Will's fitness club,which is of guiding significance for the market positioning,control of the relationship between production and demand,formulation of marketing strategies and sustainable development of domestic commercial fitness clubs.The results show that: the consumption of domestic fitness clubs is becoming more and more popular,and low-income people are gradually becoming the mainstream of consumption.According to the correlation degree between demographic factors and membership time limit,the concept of "two types of" consumer structure is introduced: an unfixed structure that can not meet the characteristics of six demographic factors at the same time,by ranking the correlation degree,the factors are screened step by step.The total monthly consumption of non private education members is mainly between 1 and 500 yuan,and that of private education members is mainly between 2001 and 3000 yuan.The consumption types of members in the club include "registration fees for private education","purchase fees for drinks,nutritious products(meals)","purchase fees for sports clothing,utensils,etc." and "other fees".The highest consumption proportion of non private education members is "purchase fees" The expenses for food and nutrition products(meals)account for about [42%,54%].The largest proportion of private teaching members' consumption is "private teaching fees",accounting for about 55%,85%].The main ways for members to join the club are "recommendation by friends and relatives" and "leaflets",and the main decision-making factors are "convenient geographical location";The fitness motivation of club members is mainly based on "exercise and gain health".Compared with non-private teachers,private teachers have more stable exercise time,but there is little difference in content,which mainly focuses on aerobic and anaerobic equipment.The main factors restricting non-private teaching members to participate in fitness are "fitness does not reach the expectedeffect","group exercise class setting does not like","time is limited" and "distance,traffic inconvenience";The main factors restricting private teaching members to participate in fitness are "fitness atmosphere do not like","time is limited" and "distance,traffic inconvenience";The overall satisfaction of members to the club is higher,there are "equipment facilities" and "group exercise classes" to improve the willingness.