A Fitness Club Service Markteing Strategy Optimization Research

With the country’s increasing emphasis on the physical fitness industry,the stable operation of the national economy and the continuous improvement of national disposable income,The physical fitness industry has ushered in a ten-year high-speed development cycle.However,with the continuous development of the Internet,the fitness industry is also facing new challenges,and the original competitive environment has undergone drastic changes.In such a social environment,the traditional gymnasiums are facing challenges,which make them adjust their own management methods and development strategies.At present,the development of most gymnasiums is still in the primary stage,and there are still many problems in their marketing management,such as vague positioning,lack of service level and weak service awareness.These problems are unfavorable to the development of fitness industry.Faced with these new situations,it is particularly urgent to promote the sustainable and long-term development of fitness centers by optimizing service marketing.This study takes Fitness Hall A as the research object,based on the related theories of service marketing,and makes PEST analysis on the macro environment of Fitness Hall A by using related research methods.Then,five forces model is used to analyze the micro-environment from competitors,substitute products,consumer bargaining power,potential competitors and suppliers bargaining power.Through the analysis of the characteristics of consumers such as gender and age status quo,education level,occupation and monthly income,membership card types,fitness motivation,Etc,this paper probes into the current situation of service marketing of Fitness Hall A.Combined with the analysis of customer demand factors of KANO model,this paper discusses the problems existing in seven aspects of service marketing of Fitness Hall A.Then,the STP analysis of Fitness Hall A is carried out,and the optimization strategies are put forward from seven aspects of service marketing.At the same time,in order to ensure the smooth implementation of these optimization strategies,safeguard measures are put forward from three aspects:operation management,personnel management and financial management.It is hoped that this paper can improve Fitness Hall A’s service marketing level,and offer some reference for other enterprises.The innovation of this paper is firstly reflected in the perspective of topic selection.Through combing,it is found that there is marketing research on gymnasiums,but there is a lack of research on service marketing.Actually,It is a combination of theory and practice.This study combines the relevant theories of service marketing and the specific situation of Fitness Hall A,puts forward the optimization strategy of service marketing,and explores the future development path of Fitness Hall.