Research On Marketing Strategy Of Shenzhen GD Fitness Club

With the improvement of consumption and the development of technology,people pay more and more attention to their health,which start a fitness craze.In this context,GD Fitness Club access to market in a hurry and wants to obtain market share,but it faced whit the dilemma of internal and external troubles: Internal due to the early marketing work is not good enough,such as high customer cost,high member turnover rate,cause the effect of marketing is not ideal;externally,the market of traditional fitness enterprises is gradually compressed due to the impact of fitness studios and intelligent fitness.Facing the current dilemma,the original marketing strategy of GD Fitness Club has been unable to meet its development needs,it is necessary to change the marketing strategy,control the cost incurred from the new marketing strategy,and strive to stabilize and effectively improve the dilemma of the enterprise to ensure the healthy and sustainable development of GD Fitness Club.The research object is the marketing strategy of GD Fitness Club.First of all,using PEST analysis and industry analysis found that the macro environment of the fitness industry is relatively good,and the overall development potential of the industry is relatively large,especially the local fitness industry in Shenzhen has been favored by government policies.Secondly,by analyzing the internal environment of GD fitness Club at the present stage and finds its disadvantages such as the poor curriculum design ability and marketing ability,the ordinary human resources and the high cost.Combined with SWOT analysis,it is concluded that GD fitness Club needs to adopt WT strategy which is mean diversification strategy to formulate a marketing plan.The new marketing strategy is to adopt STP-4P tools: the surrounding residential and office buildings are the target market;change the Value Orientation of GD Fitness Club into "professional fitness brand".In terms of product strategy,membership card has added female VIP card and training camp card,and the courses have been increased to 22 types.In terms of price strategy,reduce the membership card cost and increase the membership card combination sales program.In terms of sales channel strategy,while maintaining the channels unchanged,add the surrounding mall alliances and WECHAT channel.In terms of promotion strategy,while maintaining the original promotion unchanged,increase the promotion of "loyalty card" to let members training harder.Finally,it formulates an assurance program to ensure the implementation and effect of the marketing plan.The research on GD fitness Club’s marketing strategy can help it avoid the powerful competitors from the competitive market,make use of its own advantages to obtain market share,and it also provide reference for the same type of traditional fitness enterprises.As the market is constantly changing,it did not conduct any questionnaire survey and may not have a comprehensive understanding of the market.If there is a follow-up research on marketing strategy based on questionnaire survey,it will be more meaningful.