Research On The Business Strategy Of Shandong Zhongjian Times Fitness Co., Ltd

With the improvement of people’s living standards and the satisfaction of material conditions,under the active promotion of the strategy of sports power,people’s health awareness has gradually increased,and the sports industry has developed rapidly.Commercial health clubs have gradually developed from the first and second-tier coastal cities and coastal developed cities to various regions of the country.Linyi City is the largest and most populous city in Shandong Province,and commercial fitness clubs have also developed rapidly.Shandong Zhongjian Times Fitness Co.,Ltd.is the representative of the development of commercial fitness clubs in Linyi City,and its business strategy has reference significance for the development of commercial fitness clubs in the surrounding third-and fourth-tier cities.While promoting national fitness,it is conducive to speeding up the commercialization process of health clubs in Linyi City.This paper uses literature,interviews,questionnaires,statistical analysis and field investigation and other research methods,based on the analysis of political environment,economic environment,social environment and technical environment and the analysis of the advantages,disadvantages,opportunities and threats of fitness in The Times.The business strategy of Shandong Zhongjian Times Fitness Co.,Ltd.is studied from the aspects of market promotion strategy,internal management strategy,service promotion strategy and price strategy.The main conclusions are as follows:(1)Shandong Zhongjian Times Fitness Co.,Ltd.has developed steadily,and the expansion form of direct chain has made the number of stores in Linyi City greater growth.(2)At present,various policies strongly support the development of the fitness industry,and Linyi City has also improved the management mode of health clubs.The economy is growing steadily,and people’s disposable income is rising.The awareness of fitness has been enhanced in recent years,and the sports industry chain of Linyi City is complete.The integrated application of smart devices and the application of new technologies can more effectively meet the diversified and personalized needs of users and the requirements of intelligent fitness.It has provided stable impetus for the development of the club.(3)Through SWOT analysis,the advantages of fitness management strategy in the current era are as follows: experienced management;Accurate market judgment and accurate positioning;The presale method is mature.Disadvantages: the recruitment of excellent coaches is difficult;High operating costs;High debt ratio,low renewal rate;High pressure working environment with high staff turnover.The opportunities are: the epidemic affected a large number of health clubs closed down;Public awareness of fitness increases;Large gaps in the market have not been filled.The threats are: peer low price malicious competition;The rise of Internet fitness.(4)Shandong Zhongjian Times Fitness Co.,LTD.,the marketing strategy is relatively traditional,but the company’s direct chain strategy for store expansion is more mature system.The internal management strategy is strict and efficient.Not only the traditional management method of the store manager system is managed,but also the general supervisor is established for the store affairs at the company level,which improves the management efficiency.Based on the salary structure,performance management is carried out for employees,and the training mode is regular internal training and external training.In terms of service improvement strategy,venue service and course service have gradually formed a fixed combination based on experience accumulation and members’ needs.Members’ satisfaction is satisfactory,and service types are constantly expanding.In terms of price strategy,it has captured a large number of members and a high degree of satisfaction with user-friendly card prices,rich venue services and rich course Settings.(5)Put forward optimization countermeasures for the shortcomings of the current business strategy: enrich the market promotion strategy and improve the market promotion ability.Further improve the internal management strategy,institutionalized management.Improve the control of service quality,and regularly update sports items to enhance membership stickiness.Price strategy to enhance pricing flexibility and improve brand influence.