A Comparative Study On The Marketing Strategies Of Well-Known Group Exercise In Shanghai

With the promotion and development of the national fitness industry,the "Healthy China" strategy and the national strategy of "National Fitness" are put forward,national fitness activities are becoming more and more important,and people has a deeper understanding of fitness.The increase in the income level of residents has given birth to a thriving mass fitness industry.Group exercise is an important part of fitness.It is responsible for the drainage function of attracting more people to the gym and also plays an important role in improving the stickiness of gym membership..With the development of the fitness industry,the group exercises classes of commercial fitness clubs are becoming more professional,and the products and content of group exercises are also abundant and internationalized.At present,there are many types group exercise classes brands in the Chinese market.There are different group exercise brands.There are similarities in the marketing strategies between them,but there are also completely different places.The purpose of this research is to explore the current marketing strategies of different group gymnastics brands,and different types of group gymnastics brands have their own superiority.By merging the advantages of different group gymnastics brands,make up for their shortcomings,and contribute to the future fitness industry and group gymnastics.The brand’s marketing strategy provides support.This research draws on the 4Ps marketing theory,the two-factor theory of user demand and the KANO model.Using expert interview method,observation method and questionnaire survey method,a total of five experts were interviewed.The author personally participated in the coaching training of the group exercise brand,distributed a total of 506 questionnaires,and analyze the collected data by spss.Through the analysis of the data,the content of expert interviews and the information collected by the observation,the following conclusions are drawn: the brand of group exercises classes can be divided into general courses and Independent research and development co according to its different nature,due to its nature Therefore,different methods are needed in the formulation and implementation of marketing strategies.At the same time,due to the different stages of its own brand development,as far as the domestic market is concerned,corresponding adjustments and optimizations need to be made according to different market characteristics..The general group exercise brands represented by Lesmills and zumba occupy a larger market in the whole market and have also been recognized by trainer.However,as far as the domestic market is concerned,it still needs to be adjusted according to the actual situation of the domestic market.Develop and implement marketing strategies such as optimizing product,expanding audiences,improving teaching levels,lowering entry barriers,and at the same time,according to user needs classification,to ensure the necessary service needs of group exercise trainer,meet consumer expectations,service needs,and tap consumers At the same time,it reduces the cost of undifferentiated needs of users.For the self-study course brand represented by Lefit,the first thing that needs to be improved is the product development ability.There are a large number of offline stores and users,so that the self-study course brand does not need to worry about the promotion path of the product and reduces the learning cost of other brand coaches.In the case of good development of brand and product strength,try to promote group exercise products.At the same time,the self-study course brand can work together with the parent company of the commercial fitness club to meet the necessary and expected needs of group exercise users,reduce the cost of undifferentiated needs,and achieve healthy development.