Research On Marketing Strategies For Membership Services Of AB Fitness Club

In recent years,the China government was significantly promoting the sports and fitness industry by supported policies,and people’s health awareness was also increasing.Therefore,the development trend of China’s fitness industry is promising and possesses colossal potential,attracting many enterprises to join this industry.However,the outbreak of COVID-19 has not only enhanced people’s fitness awareness,but also brought tremendous pressure to the fitness industry.Moreover,in the context of ongoing homogeneity of products,gradually fierce competition and increasing personalized needs of customers in the fitness industry,the original marketing problems are more prominent.Meanwhile,many new marketing problems increase under the normalization of the COVID-19.This study mainly uses 7Ps marketing mix tools,incorporating with the current situation of AB-Fitness Club to find out its following membership service marketing problems by company visits,questionnaire and company data: the low score of fitness courses,an insufficient discount program,the single marketing channel,the low-quality of fitness trainers,the uneven service quality of franchisee.Through in-depth interviews with some members,based on the internal service evaluation data,this study analyzes the reasons for the above problems and puts forward the following specific measures on membership service marketing strategies: segmenting product strategy,differentiated price strategy,diversified promotion means,diversified channel strategy,multi-directional coach career development strategy and standardized service process strategy.This article provides management insights for AB-Fitness Club to obtain competitiveness and competitive advantages in the increasingly fierce market,as well as references for developing similar commercial fitness clubs.