Research On The Promotion Of Marketing Strategy Of YS Fitness Club In Jinxian County

With the development of the times,the fast-paced life has promoted people’s health awareness to become more and more intense.Under the background of promoting the health of the whole people,more and more people participate in sports,and the fitness craze has also been set off.As the development of the fitness industry is restricted by various local policies,consumption levels,consumer characteristics,and other factors,many local fitness industries fail to operate due to the inability to make timely personalized adjustments to their marketing strategies after entering the market.From a long-term perspective,the outlook for the fitness market is still good.How companies should formulate targeted marketing strategies to promote sustainable development has become particularly important.By consulting a large number of relevant literature on gym marketing strategies,this article found that there are few studies on the optimization of county fitness club marketing strategies and the diversified marketing strategy combination of different models in the academic circles,and the optimization of fitness club marketing strategies should be based on each market.The characteristics are formulated.Therefore,the research ideas and main content of this article are established,and the marketing strategy of county gyms that may be restricted by various conditions is improved.The article combines STP theory and 4P theory,Conduct on-site interviews with its members and employees around the current marketing strategy of YS Fitness Club.By analyzing the results of surveys and interviews to find out the shortcomings of its marketing status,it is concluded that YS fitness club has problems such as ambiguous market positioning,lack of personalization of products,weak price strategy innovation ability,and too single channels and promotions.In response to the above problems,combined with the characteristics of county-level cities,a series of suggestions were put forward for the improvement of YS fitness club marketing strategy.First,find the market positioning accurately,and take multiple market segments as the target market.For example,developing the market for middle-aged and elderly people and creating high-cost-effective product positioning.Second,focus on the research and development of personalized products,such as special courses for middle-aged and elderly people,and the launch of special marketing cards for public officials.Third,formulate flexible pricing strategies,such as time-of-day pricing,identity pricing,etc.Fourth,broaden channels,such as establishing professional network distribution and cross-industry alliances.Fifth,the forms of promotion are diversified,such as online promotion and secondary promotion.Finally,a guarantee system was formulated from the three dimensions of operation management,human resources,and financial management to ensure the smooth implementation of YS fitness club’s marketing strategy.As the current academic circles tend to study the marketing strategies of gyms in developed cities,and there are few studies on the county fitness industry,the research in this article is of reference value to the marketing strategies of county city fitness clubs to a certain extent.