The SWOT Research On Nanjing AK Fitness Club

According to the data in the 2020 industry report,the scale of fitness industry in 18 major cities in China is equivalent to that in the UK,which has exceeded 30 billion yuan.The output value of this scale is only produced under the condition that the fitness penetration rate of residents in China is about 4%,compared with the 6.5% penetration rate of the leading market in developed countries,the fitness market still has a great room for rise.At the same time,due to the epidemic,the national economy has been affected,fitness industry is no exception.After the outbreak of the fitness industry ushered in a different past new situation.How to grasp the fitness market opportunities in the post epidemic era and explore the improvement strategies suitable for entrepreneurs and managers in the operation is particularly important.This paper takes SWOT analysis of Nanjing AK fitness as the research object,and the three existing AK fitness stores as representative,covering Qixia District,Jianye District and Jiangning District of Nanjing City,with more than 1200 registered private education customers.The author,through his own entrepreneurial experience,will take AK fitness brand as a case study,to provide the business strategy reference and reference for the entrepreneurship in the fitness industry.In this paper,through literature review,interview,field survey,mathematical analysis and so on,we analyze AK fitness from four dimensions of SWOT(strengths,weaknesses,opportunities and threats).The conclusions are as follows: 1.AK fitness club has certain advantages in venue environment,course products,workflow and customer positioning;2.There are some disadvantages in brand influence,investment cost,talent reserve and internal management system software;3.In the future development process,there will be external opportunities for the growth of fitness population,the improvement of national fitness awareness and the vacancy of high-end private education market;4.There are also potential threats such as peer imitation,negative image of the industry as a whole,strict system and increasing costs.Suggestions are as follows: 1.Grasp the external opportunities and advantages,expand the coverage of offline stores,adhere to the professionalism of coaches and courses as the main competitiveness,improve the internal management system,and consolidate the high-end market share;2.Weaken the existing weaknesses in external opportunities,increase brand promotion,establish a stable supplier team,build talent channels and make partner plans;3.Be alert to the threats in the advantages,protect the famous brand,participate in the establishment of positive image of the industry,and enhance the viscosity of high-quality users;4.To solve the threat and disadvantage strategy,strengthen the financial related operation and build the management system according to their own process;...