Research On The Usage Intention Influential Factors Of Wechat Offcial Accounts Of Commericial Community Fitness Clubs

Compare to the which have already become popular and mature in other countries,the commercial community fitness clubs in China starts quite late and lacks mature commercial operating pattern.Since the reform and opening up in 1978,the national economy in our country develops rapidly.Meanwhile,our country gradually strengthens the degree of recognition on people's spiritual and cultural level with the rising of substance level.As a significant carrier of construction of spiritual and cultural,sports industry gets high attention from the party and our country.Many instructions and guides are coming out to promote the stable development of sports industry.As the promoting step of sports fitness market,the competition pressure of commercial community fitness clubs is certainly increasing.Under this situation,the marketing pattern of commercial community fitness clubs has to innovate.We-media marketing pattern of Wechat Official Accounts have characteristics of timeliness and low-cost that traditional marketing patterns do not have.Meanwhile,it have become the most popular we-media marketing platform and surpass other network dissemination models on acceptability and convenience.Wechat has 650 million active users that countless dealers hope to popularize their products through this channel.And this marketing pattern also can be utilized in the operation of commercial community fitness clubs.Through constructing Wechat Official Accounts,clubs can expand the scope of target consumers by the social network of old customers so that clubs can find the profit points by multiple operating patterns.Then clubs can form an excellent profit pattern,stick out the characteristics of clubs thereby reducing the competition and profit pressure.The development of Wechat has immense potential.Once commercial community fitness clubs have excellent marketing pattern means they grasp the trend of times which helps the improve the marketing pattern of commercial community fitness clubs.This research present the development situation of commercial community fitness clubs firstly.On the basis of dissecting the operating problems of clubs,the research explores the relationship between commercial community fitness clubs and Wechat Official Accounts.Secondly,the research adopts factor analysis to find the main factor of continuance intention of users after investigating the operating situation of Wuhan Maiou Fitness Club.The purpose is promoting the brand influence and operating ability by personalized marketing of Wechat Official Accounts.At last,the research gets the conclusions by summarizing the whole paper: first,Wechat Official Account is a brand new marketing tool for commercial community fitness clubs.Second,function of practicality is the most important factor that influence the continuance intention of users.Third,entertainment factor is also a indispensable part in life of users.Fourth,the convenience of Wechat Official Accounts also influences the usage intention of users.Fifth,the users of Wechat Official Accounts very care about the safety of privacy.Sixth,non-interference and interactivity also influence the usage intention of users but not much.According to the conclusions above,this research also offer following suggestions: first,commercial community fitness clubs should pay more attention on developing new marketing patterns;Second,Wechat Offical Accounts of fitness clubs should promote multiple special offers;Third,Wechat Official Accounts should add more interesting contents to attract users;Fourth,the operation method of fitness club Wechat Official Accounts should be easy and understandable;In the end,fitness club Wechat Official Accounts must pay more attention on safety of users accounts.