Study On Market-oriented Operation Mode Of Fitness Clubs In Shandong Province

Along with the development of our economy and phase of the implementation ofthe national fitness program, the sports fitness club has become today’s sunriseindustry. In Shandong province in2011in the journal of the national economic andsocial development12five year plan outline is emphasized to strengthen the supportto the development of fitness club, made clear that investment joint-stock club,support enterprises and individuals are encouraged to set up all kinds of fitness club,meet the demand for high-quality, multi-level, personalized sports fitness. Sportsfitness industry gradually becomes the focus of a new era, various forms of fitnessservices have sprung up. This among them, the sports fitness club is based on thereform of market economic system, sports system reform emerges a new form ofsports organizations, sports is the inevitable outcome of socialization. Fitness club asconstructing nationwide fitness service system an important part of, from the early80s, in Shandong province have already produced shoots, but because of the economicdevelopment level, quality management concept, management level, operators andrelated factors such as market strategy, fitness club of Shandong province still existmany problems in the marketing operation process. So the study of Shandongprovince fitness club marketing operation problem is both the need of practice, is alsoin Shandong province social economy and the development trend of sports.Based on consulting a large number of domestic and foreign relevant literatureand field research, on the basis of takes the typical fitness club of Shandong provinceas a case studied, using the sports economics, industry economics, marketing,management and related theory knowledge, mainly from the status of the health clubmarket operation mode in Shandong province and foreign fitness club marketoperation mode experience for reference, the fitness club market operation mode ofShandong province, countermeasures and Suggestions, etc., evaluation and selectionof fitness club marketing mode in Shandong province were studied deeply.Status of the health club market operation mode in Shandong province is the basis of this study. This part firstly introduces the development situation of the fitnessclub of Shandong province. Then, based on150questionnaires in Shandong province,using SPSS16.0statistical analysis software to fitness club market operation mode inShandong province has carried on the investigation and analysis, on the basis of thisputs forward countermeasures and Suggestions. Finally, analyzed the Shandongprovince fitness club market operation mode, and the case analysis of differentoperation mode.Fitness club market operation mode study abroad is a supplement to the in thispaper, this part through the introduction of the analysis of the fitness club marketoperation mode, from differential operation, standardized services, to strengthenorganization pattern innovation, strengthen government support four aspects putforward perfect fitness club of Shandong province market operation mode ofexperience for reference.Shandong fitness club market operation mode of the evaluation and selection isthe core of this study and the foothold, this section is, first and foremost to fitness clubcomparison and evaluation of existing operation mode in Shandong province.Followed by the choice of fitness club marketing mode in Shandong province,through the comparison and evaluation, to determine the predominantly franchisechain operation management pattern. The mercerization of fitness club operationsafeguards in Shandong province are put forward.