Study On The Competitive Strategy Of Jinhao Fitness Co.,Ltd

With the rapid development of China’s economy,the material living standards of Chinese residents have been steadily improved,and the pursuit of healthy life quality has been continuously enhanced.The willingness to consume fitness has been boosted,which has injected a fresh momentum into the development of the fitness industry.Although in the short term,epidemic,economic uncertainty will entity of macro economic development and fitness business a certain impact,but in the long run,expanding domestic demand will continue to promote the Chinese economy chugging along,China’s fitness industry surrounding the overall size and fitness industry market scale will continue to grow.In outbreaks and under double pressures of competition,fitness entity enterprise is faced with such as benefit from the location of an early competitive advantage can be maintained,the accumulation of members of the competitive advantage can be maintained,whether can create operating cash flow to ensure a steady operation and development such as the problem of uncertainty,How to choose competitive strategy to ensure stable operation and sustainable development in the future has become a difficult problem to be solved urgently.This study selects Jinhao Fitness as the research object,and on the basis of absorbing relevant research ideas and results at home and abroad,studies how to select its competitive strategy and how to create competitive advantages.First of all,combining the development history and operating status of Jinhao Fitness to find out the main problems facing the current operation of Jinhao Fitness,through the micro perspective of Jinhao Fitness resources,capabilities and internal factors are analyzed;Secondly,analyze the external environment of Jinhao Fitness from the macro and industry perspective;Then,through SWOT analysis,whether Mai Jinhao Fitness can maintain the competitive advantage in the early stage,discusses how to choose the competitive strategy in the face of increasingly fierce competition,compares and analyzes the alternative competition plan,and selects the competitive strategy suitable for Jinhao Fitness.Finally,the conclusion is drawn: Jinhao Fitness should choose the differentiation strategy.In the short term,it should focus on offline differentiation,and in the medium and long term,it should give consideration to both online and offline differentiation,implement the differentiation of products,customers,marketing,service and profit model,and guarantee the implementation of the strategy through the five levels of organization,capital,personnel,brand and technology.This study has two aspects of significance: on the one hand,it has guiding significance for Jinhao Fitness,and points out the direction for its competitive strategy selection and business development;On the other hand,it has reference value and significance for other fitness entity enterprises to study,formulate and adjust the competition strategy of participating in the industry competition.