The Analysis Of Jinan Commercial Fitness Club Consumer Behavior

Commercial fitness club is mark of a region or a country economy, politics, culture and the modernization construction of the final concrete manifestation, and the fitness club at the same time also is our country sports industry and industry science and technology, is part of the sports fitness and leisure market. Attaches great importance to the fitness market consumer behavior, fitness environment fundamentally set up to meet consumer demand and sales strategy. In Jinan city under the background of rapid economic growth, people’s living standards have improved, people pay attention to food and clothing live line material life in at the same time pay more attention to their spiritual needs. Called for a national fitness in the country at the same time, people’s consumption idea and sports fitness consciousness also have significantly improved, residents of leisure fitness entertainment, etc. A high level of consumption is also increasingly strong. Jinan fitness club, however, understanding of consumer psychology and demand are lacking, in later development will appear obstacles. So the commercial fitness club consumer behavior status quo of the research is the basis of the fitness club marketing activities.To make Jinan fitness market stability and healthy development, this article through to the Jinan commercial club consumer behavior research, the integrated use of literature, questionnaire survey method, mathematical statistics method, interview method and logic analysis to have a thorough understanding of consumer fitness consumption status, and in consumer behavior as a starting point, from the consumer’s basic characteristics such as age, gender, exercise motivation of the consumers, consumption is analyzed. Especially the consumer consumption tendency of fitness, fitness cognition, main influencing factors, and their fitness, further grasp of Jinan city commercial fitness club consumer behavior research as well as the requirements and characteristics of the consumers.Through this article research conclusion and recommendations, for Jinan commercial fitness club provides the basis for the establishment of the current consumer demand, for the healthy development of the long-term development of the national fitness club and lay a solid foundation, to the fitness club operators and managers can according to the fitness consumption characteristics of providing high quality services, and formulate the corresponding marketing strategy, promote the popularization and development of fitness, make up for the scholars in the lack of fitness club consumer behavior research. For sports industrialization in China provide certain theoretical research, for government departments to formulate relevant policies and measures to standardize sports consumption market, promote the sports fitness.