The Study Of Consumer Behavior Of Managed Fitness And Health Club

Dalian City occupies the important geographical position in the northeast area, is the north key city, many business investments all are take Dalian as the springboard to the northeast area advancement. The phenomenon of the low economical, the high expense is serious in Dalian, this phenomenon has certainly the city representation; The Liaoning sports is among the best in the nation, Dalian took Liaoning Province the sports city, the populace sports development very is also good, this expended for the healthy body has provided the abundant mass base.By the marketing investigation of 20 Health and Fitness clubs in Dalian City, the questionnaire surveyed on 564 members in these clubs had been given. The author applied researching ways, including documentary, questionnaire survey, statistics , expert consulting, etc, and combining consuming behavior studying, consuming psychological studying with marketing management studying.It aimed to clarify the demographic variable, physical activity motivation and features of the participation behavior, so as to provide the club owner with information to distinguish the various market segments and to set down marketing strategies. The result of this research may provide the government with a helpful guidance on establishing legal regulation, and to provide on club industry with a reference planning and operation. These results may assist club to develop their competitive strategy. Finally, I would like to give suggestion to the government, the industry operator and successive research according to the result of this industry.This article expends the tendency from the healthy body consumer's healthy body to embark, revolves consumer's healthy body cognition degree the expense motive, to affect the factor, the expense characteristic which the healthy body expends as well as subjectively appraises five aspects to conduct the research, the basis findings, put forward the following proposal: The Dalian management club operator should take the market investigation and study and the forecast, studies consumer's expense behavior; Through the popular media and each kind of information channel, enlarge the all the people healthy body to propagandize, enhances the Dalian resident's sports healthy body cognition degree; The club operator when launches expends the member activity, the full use competes transfers the consumer to participate in the healthy body the enthusiasm; Using consumer's brand consciousness, strengthens the chain-like club or allies the club the healthy body to expend the brand.