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如今经济快速发展,使得人们生活水平获得了较大的提升,人们闲暇时间增多,但同时也面临着压力大、不良饮食习惯等问题,使得亚健康情况愈发严重,甚至对人的生命构成了威胁,“花钱买健康”理念深入人心,为体育产业发展带来了更多机遇。各地区健身俱乐部遍布,并逐渐发展成为体育产业主要支柱,但与国外体育产业相比较,仍处于发展阶段,特别是在管理、营销等方面存在市场定位不明确、产品形式单一等问题,在很大程度上阻碍了自身持续发展,如何在开放市场环境中确定自身营销策略,稳固自身地位成为每个俱乐部亟待思考的问题。本文选取佳木斯市英派斯健身俱乐部作为研究对象,对其影响策略和影响因素进行调查分析,并在此基础上提出选择营销策略的相关建议。
Nowadays, with the rapid economic development, people’s living standards have been greatly improved, people’s leisure time has been increased, but problems such as stressful and poor eating habits have also been exacerbated. As a result, the sub-health situation has become even worse, Threat, “spend money to buy health ” concept enjoys popular support for the development of the sports industry has brought more opportunities. The fitness clubs in various regions spread all over the country and gradually developed into the mainstay of the sports industry. However, compared with foreign sports industries, the health clubs are still in the development stage. In particular, there are problems such as unclear market positioning and single forms of products in management and marketing. To a large extent, hinder their own sustainable development, how to determine their own marketing environment in an open market environment, to stabilize their position as each club should be pondered. In this paper, we choose the Impulse Fitness Club in Jiamusi City as the research object, conduct an investigation and analysis of its impact strategies and influencing factors, and put forward suggestions on how to choose marketing strategies.