Research On The Behavior Of Female Members Extending Their Cards In Nanjing Commercial Fitness Club

Through the methods of documentation,questionnaire,field investigation,logical analysis and mathematical statistics,this paper investigates and studies the renewal behavior of female members of 10 Commercial Fitness Clubs in Nanjing.It is found that most of the female members are young and middle-aged women,mainly aged from 20 to 49 years old,with higher educational level,mainly in private enterprises and college students,and income mainly concentrated in 5000~1000 yuan a month.Fitness years of female members are mainly distributed in one year and two years.Most female members exercise 2-3 times a week.The membership cards handled by female members are mainly annual cards.Female members who have renewed their cards account for a minority.Most female members have not renewed their cards,and most female members are uncertain about whether to renew their cards in the future.According to the needs and motivation of female members' renewal,this paper explores the factors influencing the behavior of female members' renewal in Nanjing Commercial Fitness Club,and further explores the relationship between needs,motivation and behavior.Motivation is embodied in three factors: experience,reality and enjoyment.The influencing factors are divided into external factors and internal factors.External factors are mainly expressed by the feelings of female members in the process of fitness.After investigation and analysis,it is found that the arrangement of club course time,the emotional attitude of health club service personnel,the efficiency of health club in dealing with emergency events and complaints from members,and the setting of various price of health club have great influence on whether they renew their cards or not.Internal factors are expressed by the relationship between female members' consumption attitude,consumption interest,consumption personality,consumption experience and their personal characteristics.In terms of consumption attitude,it mainly takes careful consideration before consumption;in terms of consumption interest,it pays more attention to price;in terms of consumption personality,it mainly shows cautious type;and in terms of consumption experience,sports consumption experience is less.According to the demand characteristics of female members,this paper makes a strategic analysis to improve the renewal rate of female members of Nanjing Commercial Fitness Club.Firstly,we should make rational use of the marketing mix to provide diversified products and services to meet the needs of women;link the price with the length of fitness to improve the enthusiasm of female members for fitness;adopt incentive mechanism to strengthen sales promotion;establish timely communication mechanism to broaden communication channels;strengthen the internal marketing of clubs,and build a stable professional team.Then it is to use appropriate marketing concepts,establish a good relationship foundation for female members,do a good job of relationship marketing;strengthen sensory design,do a good job of experience marketing;flexible use of network means,do a good job of network marketing.