Swot Analysis And Strategy Research On Developing Fitness Club In Nanchang City

National fitness is a long-term project being implemented in China.Under the background of increasing urban population,improving people’s living standards and strong support from national policies,the fitness industry has achieved rapid development by taking advantage of this spring breeze.Although traditional gyms are "large and comprehensive",it is increasingly difficult to meet the diversified needs of consumers.Fitness studios stand out in the fitness consumer market with the characteristics of "small but refined".Nanchang,as the capital city of Jiangxi province,has begun to take shape in the development of fitness studios.With the continuous expansion of fitness consumer market,there are many problems to be solved.This article through the literature material law,questionnaire survey method,mathematical statistics method,interview method,system analysis and SWOT analysis,combing the nanchang internal conditions and external environment of fitness studio,analyze its advantages and disadvantages of the development of the internal and external opportunities and challenges,for the development of nanchang city fitness studio to provide theoretical reference and practical basis.Research shows that:1.Advantages of developing fitness studios in Nanchang: flexible site selection;Low investment cost;The coaching team is young and has strong professional ability.Personalized service,strong privacy;Member high viscosity;Good reputation.2.Disadvantages of developing fitness studios in Nanchang: expensive private classes;The coaching team is unstable and the talent turnover rate is high.Lack of network marketing means;The coaches’ consciousness of continuing education is not strong;Unlimited development of membership number;Low presence among consumers.3.Opportunities for developing fitness studios in Nanchang: the per capita disposable income of residents is increasing day by day;In the post-EPIDEMIC era,people’s awareness of fitness has been greatly enhanced.The state promotes public fitness and vigorously supports the development of the sports industry.Fitness industry is in the early stage of development,with a broad market space;"Internet Plus" has helped the fitness industry develop.4.Challenges of developing fitness studios in Nanchang: fierce price war among peers;Product homogenization competition is serious;Absence of industry supervision;The savage expansion of the market causes bad money to drive out good money;Product standardization is low,it is difficult to implement scale management.Advice:1.Increase support for the fitness industry,improve relevant policies and regulations,and further cultivate and expand the fitness consumer market;Seize the opportunity,continuously improve service quality,relying on the Internet platform,establish a good brand image;Adhere to the professional development concept,maintain customer satisfaction and loyalty.2.Strengthen the publicity of fitness culture,so that the fitness studio can be seen by more people;Innovate course content and expand the source of customer groups;Actively explore the market,strive to improve profitability,improve the welfare of coaches,retain talent;Improve the professional assessment system of coaches,training coaches lifelong learning awareness.3.Popularize fitness knowledge and reverse consumers’ inferior information status to businesses;We will promote coordinated regulation by multiple departments to crack down on industrial chaos;Develop differentiation competition,extend product value chain.4.Optimize operation efficiency based on its own market positioning;Set up sustainable development strategic vision,construct long-term development mechanism;We will make clear the boundaries of relevant departments in performing their duties and strengthen their responsibility.