Research On The Marketing Strategy Of A Fitness Club In The Internet Era

With the development of social economy,China’s aging degree has deepened,and national health has become a major problem that the country attaches great importance to.In this context,the state has successively issued policies to drive the development of the sports and fitness industry,and the sports and fitness industry has thus entered the stage of rapid development.The traditional fitness industry has been impacted,and the original market share has changed.The research of fitness clubmarketing strategy in the Internet era is of practical significance.This study will be through 7Ps marketing theory of the PEST analysis,Porter five force model analysis and STP theory,and found that in A fitness club marketing low lack of product differentiation,lack of attraction,lack of scientific member maintenance means,weak marketing awareness,tangible display,low comprehensive quality of employees,imperfect network marketing channels and the promotion activities.Through stp analysis,the target market and market positioning of A fitness club were clarified,that is,the middle and high income groups aged 21-40,especially women,as the main target customer group.On this basis,A Fitness Club has clearly defined its market positioning of its market leader,and continued to update the brand positioning and image shaping of building a middle and high-end fitness club.Further through the analysis of A fitness club in macro environment and micro environment,give the Internet era A fitness club marketing strategy analysis,combined with the marketing characteristics of the Internet era using the user data for accurate marketing and service,make full use of network platform multi-channel promotion,depth mining stock member secondary consumption ability,speed up the intelligent process realize fine operation management,etc.