Research On Marketing Strategy Of BS Fitness Club In Kunmin

Since the reform and opening up,our country’s fitness market has developed rapidly more and more people choose body fitness as their habit,A strong physique is the guarantee for people to live and work happily.body fitness not only is a sport,but also a way to live health.With people’s need for a better life and yearning for health,Fitness is not only a sport,but also a healthy lifestyle choice.With the people’s desire for health,the professional requirements for fitness guidance and the demand for fitness venues are also gradually increasing.Fitness has made people more happier.In recent years,the number of people who often participate in sports in China has increased year by year,the fitness awareness and fitness specialization have been strengthened,and the atmosphere of national fitness is rapidly developing.However,compared with other countries,China is still far from the goal of becoming a sports power.The sports effect is not high,the popularization rate of sports technology is low,and the development of competitive sports is not sufficient,which is in contrast to the people’s growing enthusiasm for fitness.In the post epidemic era,people’s demand for personal health is increasing.How to seize this period,formulate marketing strategies,quickly occupy the market and expand and strengthen the income of enterprises has become a problem for commercial fitness clubs.BS Fitness Club,as a fitness club with certain influence in Kunming market,has been impacted by fitness studios and foreign brands in recent years.As a result,the market tends to be saturated,the potential consumers are not cultivated enough,and the number of members has encountered a bottleneck.It is urgent to study the corresponding marketing strategy according to the actual situation.In the post-pandemic era,people’s need for personal health is increasing.How to seize this period,develop marketing strategies,quickly occupy the market,to expand and strengthen the corporate income has become a problem for every commercial fitness club to think about.In this paper,BS fitness Club as the research object,according to the "investigation of the current situation,analysis of problems,put forward suggestions" the idea of research.This paper analyzes the marketing environment of BS Fitness Club by using PEST analysis and SWOT analysis,discusses the selection of BS Fitness Club target market by using STP analysis,and designs a questionnaire survey based on 4P marketing strategies and other theories to analyze the current situation of marketing problems and their causes.According to the trend of market demand,from the perspective of product,price,channel and promotion,this paper proposes practical marketing strategies and corresponding safeguard measures for BS Fitness Club,so as to form differentiated management,so as to enhance the overall competitiveness of the enterprise and help BS Fitness Club achieve the leap of reputation and revenue in Kunming market.