Research On Marketing Strategies Of MAX Fitness Enterprises

With the rapid development of China’s economy and society and the improvement of living standards,people’s demand for fitness is increasing,and the enthusiasm for fitness is rising.At the same time,the national strategy of national fitness and building a healthy China has become a national strategy.Under the guidance of government policies and consumer demand,the fitness market has begun to grow in volume,and fitness enterprises have gained great development space,but they are facing continuous expansion Fitness market demand,fitness industry competition is increasingly fierce.In order to maintain competitiveness in the industry,fitness enterprises must reasonably allocate resources,continuously improve service quality and improve their own marketing strategies.Max fitness enterprises are very representative in the industry,using the general membership mode of fitness enterprises.This paper takes Max fitness enterprise as a case study,on the basis of combing relevant concepts and theories,firstly,it analyzes the macro environment,industry environment,opportunities and threats of Max fitness enterprises.Through the analysis of external environment,it provides favorable basis for max fitness enterprises to reasonably avoid threats and make use of external opportunities.Secondly,through the internal analysis of the basic situation of Max fitness enterprises and the advantages and disadvantages of the current marketing strategies,it is found that Max has a good brand image,complete high-quality fitness equipment and projects,good internal environment and superior geographical position.At the same time,the marketing problems of Max fitness enterprises are manifested in imperfect network marketing,serious product homogeneity and no characteristic core fitness items The problems of incomplete information,incomplete tangible display and unclear market positioning of members.Finally,through the STP strategy analysis,the market positioning of Max fitness enterprises is in the monthly income of 5000 to 8000 yuan,with 26 to 35 years old enterprises and institutions as the main staff,supplemented by low-income college students,to build a mass commercial fitness enterprise with the main purpose of slimming and improving health.Then,according to the characteristics of the target market,the 7PS marketing mix of Max fitness enterprises is formulated,and the implementation of marketing strategies is proposed.