Research On The Development Strategy Of Fitness Clubs In Xi'an Based On SWOT-AHP Analysis

In recent years,with the increasing attention and support of the society and the country to the sports industry,its important pillar health clubs have also developed rapidly,but there is still a huge gap between them and some developed countries,The fitness industry of xi 'an,which has recently become a first-tier city,is far behind that of other first-tier cities in China.In order to understand the development status of xi'an fitness club,explore the type of development strategy,development strategy attitude and the future xi 'an fitness club appropriate strategic development direction,and put forward scientific and effective development strategy.Making the right choice in the numerous development paths can further promote the development of fitness industry in xi 'an.In order to make the fitness industry of xi 'an get long-term development,it is urgent to understand its development status and explore the appropriate strategic development direction of xi'an fitness club in the future.By using the method of literature and interview,we can deeply understand the current development trend of xi 'an fitness club and collect the elements of SWOT in this study.The expert survey method was used to screen out the final SWOT influencing factors and the method was used to invite experts and scholars to score the AHP matrix for judgment.Using the method of questionnaire survey,the famous experts and scholars in related fields of xi 'an sports industry,the managers of fitness club and the members of xi 'an fitness club were randomly distributed with questionnaires.The managers of xi'an fitness club and well-known experts and scholars in the field of sports industry development(a total of 12 people)were randomly sent electronic questionnaires to assign values to various influencing factors in the SWOT group.Paper questionnaires and e-questionnaires are mainly used.This paper mainly USES the method of SWOT-AHP to analyze the current situation and development trend of xi 'an fitness club.Through the analysis of SWOT method,it is concluded that the current xi 'an fitness club development present situation of the strengths,weaknesses,opportunities and challenges,by using AHP method to the current data on the various influencing factors of SWOT analysis,finally through data analysis it is concluded that the development strategy of xi'an fitness club attitude type,development strategy and strategic development direction of the xi 'an fitness club in the future.Put forward the xi'an fitness club scientific and effective development strategy.The results show that the advantages of fitness clubs in xi 'an mainly include the diversity of fitness brands,the rapid development of fitness market,the beginning of the scale,and the increasingly standardized fitness clubs.The disadvantages mainly include single profit model,large personnel mobility,insufficient construction of corporate culture and single consumer group.The opportunities mainly include national development strategy,government support,policy support,broad market development prospect of fitness industry and improvement of public fitness awareness.The main threats are the serious homogenization in the industry,the lack of professional talents,and the fierce competition in the fitness market.At present,xi 'an fitness club is in a good period of development.The conclusion of SWOT-AHP method is as follows:(1)through AHP analysis,it is concluded that the influence of S,W,O and T factors of xi 'an health club is ranked as:S>O>W>T.(2)the center of gravity of the strategic quadrilateral of xi 'an fitness club(0.0322,0.0033)and the strategic azimuth Angle are 6°,indicating that the development strategy type of xi 'an fitness club is strength type;The strength coefficient of xi'an fitness club's development strategy is 0.8532.Therefore,xi 'an fitness club should adopt a proactive strategic attitude.As the coordinate is(6°,0.8532),it belongs to the pioneering strategy zone.Therefore,we should make use of our own advantages and external opportunities for the development model.Should combine the actual situation of xi 'an,develop the internal advantages,combine the favorable external factors,increase the investment to xi 'an fitness club.(3)According to s-o model,the following Suggestions are put forward for xi 'an fitness club:?community-based fitness club should be taken as the future investment direction and developed for different areas of xi 'an;Should vigorously develop the combination of the Internet and health clubs;?should strengthen the management of the staff,strengthen the construction of corporate culture;?should optimize the health club operation model,balance the club flow and improve fitness efficiency.