Research On The Marketing Strategy Of Heisman Fitness Club Based On The Analysis Of Customer Characteristics

In recent years,China’s economy has achieved rapid improvement compared with the past,and residents’ living standards have been greatly improved.People are paying more and more attention to fitness.The sports industry has been hit hard by the COVID-19 outbreak,and health clubs have been limited in their operations.But at the same time,it also makes the public pay more attention to fitness.For health clubs,it is both an opportunity and a challenge.Faced with the constantly changing market environment,health clubs should actively change their management ideas and seek new breakthroughs from the direction of customer value.Fitness clubs should take advantage of the potential market opportunities,actively think about how to take advantage of the inconvenience caused by the epidemic,better manage the consumer value,so as to better adapt to the current and future market changes,in order to ushered in the leap development of gyms.Based on the theories of PEST,Porter’s Five Forces Model,STP and 4P combination marketing,this paper firstly analyzes the marketing environment of Heisman Fitness Club.By collecting the systematic data and questionnaire survey data of Heisman Fitness Club,this paper analyzes and studies the characteristics of its customers in terms of crowd characteristics,card application channels,card application preferences,fitness purposes,exercise frequency and personal training course preferences.Two target markets are defined: college students market and public servants and freelancers aged between 20 and50.In order to develop product strategy,promotion strategy,channel strategy and price strategy.And starting from the four angles including the human resource guarantee,the marketing strategy guarantee measures are established and perfected.In China’s national economy,the sports industry occupies a relatively important position.In sports,health clubs are the current trend.Today,with the epidemic gradually fading,health clubs should seize the opportunity to optimize their enterprises as soon as possible.This study can provide guidance for the development of similar fitness clubs’ marketing strategies.It also provides a theoretical basis for the analysis of customer characteristics and marketing strategy research of fitness clubs.