Research On The Curremt Situation Of Fitness Member’s Consuption For Fitness Studio

Information on the development of the national fitness embodies the degree of China’s social progress and people’s life level,the central committee of the communist party of China printed by the State Council pointed out in the health of China’s 2030 "planning outline:promoting health China construction is to build a well-off society in an all-round way and realize the important foundation of socialist modernization,the health service supply insufficient overall and the contradiction between the growing demand is still outstanding.With the development of social economy,the public’s consumption level and consumption level are constantly improving,and the choice of leisure sports products is becoming more and more refined and diversified.As a segmented industry of the fitness market,fitness studios,to a certain extent,meet the public’s needs for more and more professional,private and private fitness exercises.This paper studies the "consumption status quo of members of fitness studios",and analyzes the "consumption status quo" with the support of multidisciplinary theories such as sports science,psychology and sociology,taking the fitness studios of Nanchang High-tech Zone as an example.Through the use of literature,questionnaire,mathematical statistics,logical analysis method,focus on the analysis of the fitness studio members’ consumption behavior,satisfaction,motivation,obstacles,etc.The aim is to find out the rules and problems from the consumption status quo,and put forward suggestions to improve and optimize the fitness studio service,in order to realize the effective supply of fitness studio service.The main conclusions are as follows:(1)Fitness studio members mainly participate in fitness studio service consumption through referral;The average annual fitness consumption level is in the range of 2001 to 4000 yuan.The consumption frequency is concentrated in 1-2 times per week;"Fitness professional guidance" is the main consumption content;Mainly hold a "necessary" consumption attitude towards fitness studios.(2)Among the differences in consumption motivation factors of fitness studio members,on the whole,fitness members are more likely to generate the corresponding consumption behaviors based on internal motivation,the importance of health,the necessity of professional guidance for fitness exercise,the privacy of the environment or other multi-dimensional factors.The consumption motivation of different people is different.The consumption motivation of people of different ages: the influence of external adjustment motivation factors on the consumption behavior is significantly different.Overall,the consumption motivation of people aged 26-35 is higher than that of people aged 25,and the consumption motivation of people aged 36 and above is the weakest.The consumption motivation of different educational groups: the influence of external regulation and identification regulation motivation factors on the consumption behavior is significantly different.The people with master degree and above have the strongest consumption motivation for the fitness studio service from the heart,while the consumption motivation rule of other educational groups is not obvious.The consumption motivation of different occupational groups: the influence of external adjustment motivation factors on the consumption behavior is significantly different,and the consumption motivation of retired people and other groups is weak.Consumption motivation of people with different incomes:there is no significant difference in consumption motivation of fitness studio service,and people with monthly income of 6,001 yuan and above have strong external motivation.(3)Among the differences in the factors hindering the consumption of fitness studio members,the factors hindering the consumption of fitness studio members are mainly work factors and economic factors.The factors hindering consumption of different groups are different: the hindering factors of different age groups: family factors and internal factors have significant differences in the impact of hindering consumption.People aged 36 and above are mainly restricted by family factors,while those aged 25 and below are mainly restricted by work and economic factors.The hindrance factors of different educational groups: family factors,environmental factors and internal factors have significant differences in the influence of hindrance consumption.The higher the degree of education,the more restricted by work and environmental factors;The hindrance factors of different occupational groups: family factors,environmental factors and work factors have significant differences in the influence of hindrance factors on consumption.Enterprise personnel are most restricted by work factors,while retirees and other groups are restricted by economic and internal factors.The hindrance factors of people with different monthly incomes: the sub-factors of external factors and internal factors have a significant difference in the influence of limiting members’ consumption behaviors.People with monthly incomes of 4000 yuan and below are mainly affected by family,environment and economic factors,while internal work factors have a greater impact on people with monthly incomes of 8001 and above.(4)Fitness members are relatively satisfied with the facilities and equipment,environment and atmosphere of the fitness studio,and there is still room for improvement in the satisfaction of course types,service quality and service price.Based on the above conclusions,this paper puts forward some suggestions to improve the service of fitness studio: to stimulate the consumption of fitness studio members,to improve their consumption level of fitness studio,and to strengthen the brand building of fitness studio characterized by "professional guidance for fitness";The transformation from catering to consumption to guiding consumption will further stimulate the public’s consumption demand for fitness studio services,and enable consumers to passively and actively participate in the consumption of fitness studio.To meet multi-dimensional,multi-level and personalized consumption needs;Enrich the types of courses,constantly update the course content,put the service function in the first place,improve the quality of coaches,improve the quality of services,standardize the price market of fitness studios,and reasonably set the price of products according to the actual situation.