| The popular trend of sports life style has driven steady growth of sports industry.As an important part of sports goods manufacturing,fitness/exercise equipment manufacturing has got a great opportunity.There are not many domestic study of fitness/exercise equipment manufacturing so this study chooses commercial fitness/exercise equipment as object to discuss current situation,developing trend and potential problem in commercial fitness/exercise equipment market.By PEST analysis of international commercial fitness/exercise equipment market,it seems the industry is more likely to focus on the upgrading of traditional manufacturing,R&D of product and the combination of international fitness trends.It also did SWOT and Porter's Five Forces analysis of domestic commercial fitness/exercise equipment industry to find out there are problems with product development,sales & marketing and operation management.They are the main factors of blocking Chinese commercial fitness/exercise equipment into international market.Based on above,this study proposed developing strategies to take advantage of government policy,to guide R&D with fitness trends,to integrate Chinese culture elements,to use multiple internet communities for marketing and to improve business operation model.Also further analyzed the strategies of Chinese fitness/exercise equipment brands entering global market by discussing Y corporation as an example and come up with the conclusion that the manufacturers can develop smart fitness/exercise equipment,design fitness training program,use internet social network marketing and build strong brand influence. |
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