Characteristics Of New Media Of Beijing Commerical Fitness Clubs

Nowadays, with the rapid development of China’s sports industry and the growing awareness of public health, China’s fitness industry is in a new phase of vigorous development. At the same time, based on the formation of digital technology and Internet technology, new media technologies are playing their role in the integration and optimization of the allocation of social resources, and "Internet+" the new form that has combinated the innovations of the Internet industry and traditional industries positively impacts on the mass media promotion model of walks of life. In both of above factors, in oder to adapt to the individual needs of fitness crowd in the new era, the fitness industry has taken a considerable part of the health club, work to promote the spread of new media.Hosa Fitness Club, Nirvana Fitness club, Bally Total Fitness club, Yizhaoweide fitness club are known as the representative of fitness club business in Beijing area, in terms of the use of new media but also for the industry leader. This study focuses on selecting the official website of the four clubs above, the official Sina microblogging, WeChat public platform and cooperation companies through content analysis, analysis the current situation and characteristics of the new media that four health clubs promote the dissemination;Also through questionnaire survey forms, interviews and other investigations of the impact of these new media on audiences (members, potential members) generated. The conclusions are as following:Business Fitness club has a high degree of interactivity in media communications activities in terms of the new media platform feature, but the characteristics of digitization should be improved. It is expected in the future, business fitness club will focus on trends in the spread of personalized, interactive features, and has a more accurate ability of the portrait to target members.About the new media content, business fitness club has a certain influence on the audience’s awareness of fitness and exercise, and it meets the health needs of the audience to a certain extent.The promotion of using new media in business Fitness industry is in its infancy, the content of different brands of clubs in the new media platforms are reaching homogenization. Club brands homogenization phenomenon is common, and the brand influence of market-linked business fitness club needs to be improved.Compared with some other large-scale industries (eg, e-commerce industry, FMCG, etc.), the fitness industry has lower economic output, so the development of new media marketing communications aspect is relatively slow in the fitness industry and the professional in new media marketing staff needs to be improved.This article is about to supply a reference to other fitness clubs about promotion the brand, cooperation with other Internet companies、operate the new media through research and analysis of new media communication characteristics of the four clubs and the audience satisfaction survey.