| Health is the guarantee of enjoy happy life well-off society, the party and the stateattaches great importance to the national fitness work since the calendar year. OnAugust30,2009, premier Wen Jiabao signed after the state council announced thenational fitness ordinance, people began to pay attention to fitness, began to exercise,and determine each year on August8, as the "national fitness day"; In the eighteenthbig report, Xi Jinping, general secretary pointed out the new direction of thedevelopment of the sports enterprise in our country, analyzes the profound connotationand denotation of the nationwide fitness campaign, put forward to promote thedevelopment of the national fitness campaign, promote the common development ofathletic sports and mass sports.As China into a period of rapid growth of economic development, theimprovement of people’s material life level and the increase in leisure time, coupledwith the recent H1N1, H7N9virus intrusion and PM2.5madness hits, people begin topay close attention to preserve one’s health, health care, exercise, leisure andentertainment. Today,"spend money to buy health, happiness" concept of thoroughpopular feeling gradually. To take this opportunity of business keeping fit club in theform of the superior sports atmosphere, rich fitness, professional fitness guidance etc,has been more and more young people as the main body of the crowd. This study inChangchun impulse fitness club market positioning as the research object, under theappearance of fierce competition, around the leisure concept of the core, to the health ofthe commercial fitness club, benign operation and business interests maximization anda series of sustainable development, using the diamond model to study the marketpositioning.With market positioning as a starting point, this study based on the theory ofdiamond model, used the method of documentation, expert interview method,on-the-spot investigation method, case study method, questionnaire investigation andmathematical statistics research methods, etc. From this study designed a questionnaire,statistics, research results and the analysis to the final document, mainly using thePearson correlation coefficient method, the cloning of Bach alpha coefficient analysis,five point Likert scale, and factor analysis method, research through factor analysis andafter satisfaction factor zero dimension reduction processing, draw six common factor,its is in line with the theory of diamond model and to determine the changchun impulsefitness club market positioning, the results show that:1. Through field investigation and questionnaire survey, this study of gymmembership sex ratio respectively50.58%male, female49.42%, sex ratio is morebalanced; Main target consumption group, mainly concentrated in the21to50years old,and mainly with the workers of the enterprises and institutions of higher education;Potential target consumers for retirement or retired in the middle-aged and old peopleand singles group is given priority to; Gym membership to leaflets, friends, unit welfare this three ways to attend83.78%of sample size, the number of other attendees of fewerways, showed the fitness club propaganda and consumers to fitness club didn’t haveenough confidence.2. Through field investigation and questionnaire survey, this study as the propertyof Changchun impulse fitness club: the environment is good, low price, convenienttransportation; Benefit positioning is: health, power, beauty, leisure entertainment;Value orientation is: excellent quality, reasonable price, has outstanding professionaland technical as well as the fashion leisure entertainment services, and impulse inChangchun, relative to other fitness club fitness entertainment services belong to themid-range, needs to be improved.3. Through factor analysis will be six public satisfaction factor dimensionreduction factor, location factor, price factor, environment factor, service factor, productfactor, communication factor for the realization of the market orientation play animportant significance and enlightenment function. |
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