Mid-range Health Club Customer Value Research

With the continuous development of domestic economy, and the maturity of people's ideological conditions and economic conditions, the sports industry has a huge market, now. In this status, the fitness club which faces to the masses has become an important component of the sports industry in China. Professional fitness club belongs to service industry. The competitions between them, mainly for the competitions of the members especially for high value members, have become the main goal of fitness club. How to distinguish, maintain high value membership and promote the low value of fitness club membership is the basic of customer value management. But the number of the researches on this subject is not much. So seeking a comprehensive and reasonable evaluation membership value method for the fitness club is the problem to be solved urgently.Through literature research, the article defines the customer and the customer value, surveys the customer value evaluation method and the customer segmentation management application that based on the customer value. Then with the fitness industry as the research background, combing the Kunming intermediate professional fitness club specific situation, the article set up the customer value evaluation index system which based on two dimensions of the fitness club and the members, and invited fitness club customers relationship managers and senior fitness members by using the AHP method to compare the relationships between all index and established customer value weighting of the evaluation index system. Then, depending on the purpose, making Z fitness club of Kumming as an example, the article send the questionnaires to membership consultants, collation the questionnaires, analysis them and transform them to specific value. On this basic use the cluster analysis for all members in two dimension scores. After that, the article established the intermediate professional fitness club customer value evaluation of the regional basis, thus divided the members by regions, and summarized them as high equilibrium value, high profitability, low value, low profit balance value, low loss, and high value loss value of these 6 types. Depending on the result, the article makes further analysis of the fitness club customer relationship status, and put forward the maintenance strategies with the various types.