Research Of Marketing Strategy In SY Fitness Club

In recent years,with the rapid development of China's economy,people's living standards continue to improve,"health" has gradually become the topic of most concern to people,people's health awareness has been greatly improved.In order to promote and promote the development of the National Fitness Program,the State Council promulgated the Outline of the National Fitness Program as early as 1995,which is a major decision of the state to vigorously develop social sports.Based on the promotion of the national level and the increasing demand of the people,the fitness industry has developed rapidly in the past 20 years,the number of fitness clubs has increased dramatically,and the competition in the fitness industry is very fierce.SY Fitness Club is located in Huizhou City,Guangdong Province.It was set up in 2016.It mainly faces the surrounding market of colleges and universities.After more than two years of development,although it has a certain influence in the fitness market of Huizhou University,it is a start-up enterprise,and it has no accumulation of marketing talents and experience,and is facing the rapid change.Consumer demand and fierce competition environment make its initial marketing strategy can not meet the needs of continuous development,it is urgent to study the corresponding marketing strategy according to the actual situation.In this paper,the use of literature research,case analysis,interviews and other methods to analyze the SY fitness club management and marketing status.Based on 7Ps marketing theory and STP market segmentation theory,this paper makes a comprehensive analysis of the basic situation,market environment,market positioning,marketing environment of SY fitness club,and summarizes the advantages and disadvantages of SY fitness club as well as the development opportunities and challenges it faces.On this basis,the corresponding marketing strategies are studied.In terms of products,brand building and precise marketing should be strengthened,the innovative design of fitness courses and products should be carried out according to the characteristics of customers,and the differentiation strategy of fitness products should be implemented;in terms of pricing,the characteristics of consumers' psychology should be closely combined with the changes of market consumption environment.In terms of channel development,both on-line and off-line promotion should be carried out in a timely manner.Traditional marketing channels should be given priority to and new marketing channels should be supplemented to establish direct marketing channels for consumers.Finally,the strategy of experiential promotion and advertising promotion should be used together.Finally,the strategy of visible display and service process should be taken as a supplement to ensure that SY fitness club has perfect marketing strategy and can operate efficiently,steadily and sustainably.At the same time,it can provide reference for its future marketing activities and enhance its market competitiveness.