Study On The Strategic Change Of Changsha Yingpaisi Fitness Club

The improvement of the material living standard has brought the improvement of the people’s fitness consciousness.More and more people begin to pursue the healthy life concept.Therefore,fitness exercise has become its preferred way.Fitness clubs are very popular because they can provide thoughtful and comprehensive fitness services to the public and help them exercise.On the one hand,it can meet the increasing fitness needs of fitness enthusiasts;on the other hand,it also makes the fitness club market more competitive.In the fierce market competition,how to make use of its advantageous resources,seek for new changes,and avoid the homogenization of products and services have become an important issue in the development of large-scale fitness.Under the guidance of the theory of strategic change and on the basis of systematic literature analysis,this paper takes Changsha Yingpaisi fitness club as an example,combines PEST analysis tool and five force model analysis tool,analyzes the environment of Changsha Yingpaisi fitness club from the macro environment and micro environment,and analyzes the lack of product service innovation and marketing concept of its current strategy There are four problems: backward means,absence of member management and analysis,and inadequate introduction and training of high-end talents.Then,integrating the internal and external environment,through SWOT analysis tool,the paper puts forward the direction of Wo strategic change: under the guidance of differentiation strategy theory,with the purpose of comprehensively improving the fitness service of all kinds of customers,through the introduction of high-end strategic management and fitness coach talents,strengthening the optimization of curriculum system and differentiated service,innovating marketing concept and marketing methods,and developing super first-class service To change the traditional views of Changsha residents,especially fitness enthusiasts,on fitness brand.And then around the strategic change positioning of "be a reliable fitness expert for consumers",this paper puts forward the idea of carrying out strategic change from two aspects of high-end and civilian based on market segmentation.In practice,we should pay equal attention to high-end customers and mass customers.We should start from four aspects of products,services,talent introduction and training,and marketing,and carry out differentiated management for high-end customers and public customers.At the same time,it supports the implementation of strategic change from four aspects: corporate culture,management process and system specification,brand image upgrading and fund guarantee.On the one hand,the purpose of this study is to supplement the existing theoretical research on the strategic change of large-scale comprehensive fitness clubs,and to provide some theoretical framework for future research;on the other hand,it is also conducive to the strategic change of Yingpaisi fitness club and its similar fitness clubs in Changsha and provide necessary practical guidance.