XY Fitness Club Service Marketing Strategy Research

Under the background of "national fitness" rising to the national strategy in 2014,with the introduction of national policies,the improvement of residents’ consumption level and the entry of investment capital,the industrial scale,output value and GDP proportion of the fitness industry are increasing year by year,and the development of fitness clubs has ushered in a high-speed period.However,due to the low entry threshold,strong regionality and serious product homogenization of the fitness club,the industry competition is very fierce.Each fitness club often adopts the way of price war for marketing,and in the end,the income is often reduced.Finally,it may cause the "three losses" situation that it is difficult for the fitness club to continue its operation,the final amount absconds,consumers suffer losses and the reputation of the whole industry is damaged.XY fitness club is a medium-sized fitness club established in 2017.In the process of development,it has encountered major problems such as fierce industry competition,small number of members,insufficient profitability and so on.Obviously,the marketing means of the club at the present stage cannot let it get rid of such fierce competition among industries,and finally it may be difficult to continue to operate.Therefore,XY fitness club needs to optimize its service marketing strategy,clarify its market positioning,get rid of the red sea of fitness industry with fierce competition,and finally achieve sustainable development.The main content of this thesis is to study the service marketing strategy of XY fitness club,according to the model of "putting forward problems,analyzing problems and solving problems".Firstly,it introduces the background and significance of the thesis selection,and grasps the development and marketing status of XY fitness club through interview and field investigation.Then,using the 7PS service marketing mix theory,this thesis analyzes the problems and causes of the marketing strategy of XY fitness club from the seven dimensions of product,price,channel,promotion,personnel management,tangible display and process management.Then,analyze the marketing environment of XY fitness club,use STP to analyze and clarify its market positioning and determine the target market.Finally,according to the specific marketing environment and the determined target market of XY fitness club,aiming at the problems existing in the current marketing strategy,this thesis puts forward corresponding improvement suggestions and safeguard measures under the guidance of service marketing theory,so that it can form characteristic operation and obtain competitive advantage in this region,so as to enter the track of benign development.