X Gym Marketing Strategy Research

The fitness industry is developing rapidly in China,but after the disorderly and savage competition in the early stage,the fitness industry seems to usher in a recession.At the same time,the disadvantages exposed by the gym are becoming more and more prominent.This study aims to explore the marketing strategy of X gym and finally promote the healthy and sustainable development of X gym.Combined with the customer value theory,this study studies the marketing strategy of X gym.Firstly,it expounds the customer value theory,and holds that customer value is the basis of marketing.Enterprises need to develop marketing strategies by continuously improving and perfecting customer value;Secondly,I made a field investigation on X gym and found out the problems in the marketing of X gym,such as service assimilation,ignoring the excavation and creation of customer value and so on;Thirdly,the qualitative and quantitative analysis of the customer value dimension of X gym is carried out through the data statistics method,focusing on the value dimension analysis of customer needs.Through the research,it is concluded that time cost,economic cost,brand value,intangible value,tangible value and environmental value are the key dimensions to improve the customer value of X gym;Finally,in view of the problems existing in the marketing of X gym,combined with the customer value dimension,this paper puts forward some schemes to improve the customer value,such as the site selection scheme based on the principle of convenience for customers,improving the infrastructure level,establishing a good brand image,improving the service process,improving the service quality,reducing costs,transferring consumers,and improving the environment of X gym,And put forward the marketing strategy of X gym.