Research On Marketing Strategy Of Guangzhou University City Hongxing Fitness Club

This paper takes the marketing status quo of Hongxing Fitness Club in Guangzhou University Town as the research object,and uses various research methods such as literature,interview,field investigation and mathematical statistics to investigate the marketing status quo of Hongxing Fitness Club in Guangzhou University Town,and draws the following conclusions:1.Current situation of Hongxing Fitness Club consumers in Guangzhou University Town:The gap between male and female fitness ratio of club consumers is not obvious;The age is mainly young people under 29 years old;The main academic qualifications are undergraduates and postgraduates.The occupational structure is mostly students;Favorite sports are mainly sports such as spinning,swimming and ball games.The favorite private teaching courses are mainly coach training courses;The exercise time is mainly concentrated in 16:00 to 22:00 and rest days,and the exercise years are mainly between 2 and 12 months.The exercise frequency is mainly 2-3 times;Fitness motivation is mainly weight loss,shape building,muscle building and other factors;The main factors to consider when choosing a club are geographical location and so on.2.Marketing status of Hongxing Health Club in Guangzhou University Town: the products are mainly private and group classes;The price is based on the "99" mantissa pricing method;The channel is mainly combined online and offline.The promotion methods are mainly business promotion,personnel promotion and advertising promotion;Employees are mainly staff and marketing staff.Physical display of facilities and equipment and environmental layout;The service process is mainly sales process and service process.3.The marketing advantages of Hongxing Health Club in Guangzhou University Town mainly include: product advantages(the club adds special courses to attract consumers,etc.);Price advantage(" 99 " tail pricing method to stimulate consumer desire,etc.);Channel advantages(online and offline multi-channel marketing promotion,etc.);Promotion advantage(multiple promotion methods go hand in hand,etc.);Personnel advantages(young marketing team,fashion,etc.);Tangible display advantages(club supporting facilities are more complete,better privacy,decoration style fits the needs of students,etc.);Service process advantages(sales and service processes are standardized,simple,clear and clear,and employees in each department perform their own duties).4.Guangzhou University Town Hongxing Health Club marketing problems: product satisfaction is not high,lack of intelligent products and services;Pricing is single and inflexible;The online investment is insufficient,the channel promotion effect is not good,the offline promotion cost is not proportional to the effect;The single way of promotion is old,and the cost is not proportional to the publicity effect;Lack of service consciousness of staff,lack of practice experience of coaches,large mobility;Old facilities and equipment,unreasonable space layout and insufficient physical display;In the process of service,the customer information is not perfect and the feedback processing is not timely.5.Guangzhou University Town Hongxing Health Club marketing optimization strategy:Product optimization strategy: Innovate product categories,form characteristic courses,and build online and offline operation platforms.Price optimization strategy: Flexibly adjust pricing strategy according to market changes and consumer psychology,increase differential pricing,pricing according to time period.Channel optimization strategy: strengthen the Internet public number and Internet APP marketing promotion,and seek cooperation promotion and word-of-mouth marketing promotion.Promotion optimization strategy: Launch experiential promotion,holiday promotion,brand sponsorship promotion and personnel promotion according to consumers’ favorite promotion methods.Personnel optimization strategy: strengthen staff service quality training,coach internal training and strengthen talent introduction.Tangible display optimization strategy: scientific design of space layout,improve space utilization,improve product display layout.Service process optimization strategy: improve customer relationship management system and strengthen consumer feedback management.