Research On Fitness Club Marketing Strategy Based On Customer Characteristics

As the improvement of living standards and national economic strength,people’s awareness of health is becoming stronger and stronger.Thus fitness industry occupies an increasingly important position in the consumption of modern life.In order to stand out in the development of the industry,clubs need to take various measures.The main source of profit for fitness clubs is members.It is the primary task for clubs to make profits to formulate appropriate marketing strategies according to the relevant characteristics of members.This paper first describes the background,purpose and significance of this thesis,and summarizes the research status at home and abroad.Then it elaborates the relevant theories of fitness club,customer characteristics and marketing strategies.This paper studies the customer characteristics of CF fitness club through questionnaire survey and qualitative data analysis.It analyses the historical data,demographic characteristics of customer groups,price preference,product preference,memberships purchasing channel preference,fitness interest preference,exercise frequency preference and the number of members buying private courses.According to the big data analysis,it fully understands their needs,and then puts forward different marketing strategies.From the perspective of pricing strategy,channel strategy based on referral,product strategy and promotion strategy,the corresponding suggestions are proposed.Through this study,I hope to provide constructive suggestions on the development of marketing strategy for CF fitness club.In order to improve the quality of service,increase the number of members,obtain greater economic benefits,open up the fitness club market,enhance brand awareness,and rank in the forefront of the industry,it can explore marketing strategies based on customer characteristics according to the consumption characteristics of members.It also promotes the popularization and development of fitness sports,and provides certain theoretical basis for the marketing strategy research of fitness clubs based on customer characteristics.