| This article takes JN Fitness Club as a case study,analyzes and researches JN Fitness Club through field investigation,data analysis,questionnaire survey,and literature analysis.Firstly,point out the background,theoretical and practical significance of this thesis.Secondly,introduce the basic situation of the club and use PEST analysis and five models to analyse the macro environment,industry environment and main competitors of the JN fitness club,in order to have a comprehensive understanding of the present development situation,the industry competition degree,market saturation and the future development trend of the fitness club.Thirdly,use the value chain model and the VRIO model to analyze the internal resources from all aspects of JN fitness club,for excavating enterprise value in further depth.Finally,choose centralization strategy as JN fitness club’s development strategy through the analysis of SWOT method,opportunities and threats,advantages and disadvantages of the club.Provide suggestions on the strategic implementation of JN Fitness Club through brand promotion,human resources,digital construction,coach teaching,internal management,curriculum and corporate culture.At the same time,it must combine the existing advantages and opportunities to bring more customer resources and benefits to the club.At present,the development strategies of most fitness clubs on the market are ambiguous,not clear and serious homogenization,which will inevitably hinder the further development of clubs.This article not only makes research on the development strategy of JN fitness club,but also provides reference for the development strategy of other fitness clubs in the same industry. |
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