Research On Marketing Strategy Optimization Of X Fitness Club

On the one hand,the sudden attack of the Coronavirus disease(COVID-19)pandemic has hit the domestic fitness industry hard and restricted the operation of fitness enterprises.On the other hand,it also enhances people’s health awareness and arouses the public’s attention to fitness sports,which is both an opportunity and a challenge for the continuous emergence of fitness enterprises in recent years.Faced with the rapidly changing market environment,some domestic fitness enterprises began to change their business philosophy,seize the potential market opportunities,and actively think about how to make use of the consumption inconvenience brought by the epidemic to better adapt to the current and future market changes,so as to survive and develop in the increasingly fierce competition.In this context,this paper discusses and studies the marketing strategies of X Fitness Club,and makes reasonable plans for the future marketing strategies of X Fitness Club,in order to put forward reasonable suggestions for the marketing management and practice of X Fitness Club,and then provide reference for promoting the marketing development and performance improvement of Chinese fitness enterprises and even the fitness industry.First of all,on the basis of summarizing and reviewing relevant literature at home and abroad,this paper expounds the overall situation of X Fitness Club and the status quo of marketing strategy,and further analyzes the problems and reasons existing in X Fitness Club marketing strategy.Secondly,under the guidance of PEST theory,the macro environment of X Fitness Club is analyzed from four aspects: political environment,economic environment,social environment and social environment.Porter’s five forces analysis method is adopted to analyze the industry environment of X Fitness Club from five aspects: competition of industrial competitors,threat of potential entrants,threat of substitutes,bargaining power of suppliers and bargaining power of buyers.SWOT analysis method is used to study the micro environment of the enterprise.Finally,based on the analysis of the macro,medium and micro environment of the enterprise,with STP marketing theory as the core,the market of X Fitness Club is subdivided,the target market is selected,the product positioning is defined,and the marketing strategy system of X Fitness Club is redesigned from seven aspects: product,price,channel,promotion,personnel,service process and tangible display.And put forward the guarantee measures for the implementation of marketing strategy from the aspects of management,talent,salary and finance,so as to enable X Fitness Club to continue to expand the scale of customers,improve service quality and enhance market competitiveness under the new market environment.