| With the rapid development of modern culture and the quickening pace of. In order to relax, more and more children, adolescent, and the elderly select healthy preservation. It is suitable for the needs of modern people’s lives that operating gymnasium. In this study, using the method of literature, logical analysis, investigation method, comparison method, mathematical statistics method, SWOT analysis method, then compared the service products, product positioning, product price and marketing research and analysis of Yoga and Tai Chi. Even, launched an investigation and analysis to the operating status of the Shanghai business fitness venues and related practitioners, which combined with the current situation of operating gymnasium students feedback. Through the perspective of marketing, and combined theory with practice, to find the differences of yoga and Tai Chi program in profitable gymnasiums of Shanghai. Analyzing its causes and finding out the methods to improve the management, to promote the development Health Qi-gong industry.According to the survey of representative 20 profitable gymnasium inShanghai including the operators and 200 students who were questionnaire survey. Understanding the existing problems and the present condition of yoga and Tai Chi program development in the profitable gymnasiums,analyzing the current situation with SWOT and put forward the corresponding countermeasures.This study shows:(1) Tai Chi project started earlier compared to Yoga project in profitable gymnasiums in Shanghai. However, the scale is smaller, the number of students is still more inadequate, and the students are more confused.(2) The product positioning of Tai Chi program is more ambiguous than yoga program in Gym companies of Shanghai.(3) Tai Chi is also deficient compared to Yoga in Gym Companies. And the infrastructure environment still affect the impression and choices of students. Many trainees are not satisfied with the fee and infrastructure.(4) The marketing means of Tai Chi are single compared to Yoga in Gym Companies. Tai Chi doesn’t have independent development, system and the creative strategies compared to Yoga.(5) Shanghai business venues in Tai Chi product price stratification is not detailed enough. For different social groups and different ages of people, the price of the products should be set up different, but Tai Chi products price setting did not consider this point,which is not perfect, and the relevant regulations and procedures are not thoughtful too.(6) Shanghai City operating venues Tai Chi project and the internal environment of Yoga project is different, the internal environment of the operating fitness venues in Tai Chi project also needs to be improved.(7) The consumers of Tai Chi positioning fuzzy. It doesn’t consider the main consumers of Shanghai.Recommendations:(1) The fitness venues and the TaiChi department should Create the environment for the whole people.(2) According to different groups of people, to establish a standard set of the price of Tai Chi products hierarchical standard.(3) Raising the utilization ratio of Tai Chi venues in business.(4)The use of marketing knowledge, to improve the marketing mechanism,strengthen product packaging, and establish multi-channel marketing tools(5) Increasing the propaganda of Tai Chi by using a variety of media.(6) Making full use of the strong internal environment of China’s Tai Chi,and mobilizing all the people’s wellness regiment.(7)It should be scientific and reasonable to carry out the positioning of the crowd, according to the different levels of Shanghai Citizens,... |
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