Research On Marketing Strategy Optimization Of FT Fitness Service Company

With China’s economic growth,people’s material living standards are getting higher and higher,and people’s health problems caused by lack of exercise have become more and more prominent.Coupled with the impact of the new crown pneumonia epidemic,the people’s needs for health are becoming more and more important.The demand for fitness service providers will also increase.At the same time,due to the epidemic,many offline fitness service providers have been affected.Some fitness venues with lagging operation models and abnormal capital chains are facing bankruptcy.The process of "brand" has stimulated the diversified development of different fitness models,products and services that combine online and offline at the same time.This paper takes FT company as the research object.FT company’s main business is one-to-one fitness personal training.Currently,there are 5 stores in Huizhou,and the turnover has stagnated in the past two years.At the same time,the same type of fitness venues continue to emerge in the market.And fitness products,therefore,in order to increase the market share of FT company,it is necessary to analyze and optimize the existing marketing strategy of FT company.This paper first uses the PEST analysis method to analyze the external environment where the FT company is located,and then analyzes the competitive environment where the FT company is located according to the Porter five forces model,and uses methods such as survey research and literature research.After conducting a questionnaire survey,aiming at the marketing-related issues found in the analysis,the STP theory was used to re-analyze and clarify the market positioning of the FT company,and the 7P theory was used to analyze the marketing status of the FT company,and then a marketing strategy that was in line with the development of the FT company at the current stage was proposed.This article proposes that based on the unique ten-year experience of the Hong Kong policewoman of the founder of FT and the identity of the Chinese brand ambassador for the international top obstacle course Spartan Warriors,it is suitable to create the founder’s IP and take the brand differentiation route.Incorporating police elements into products,focusing on online channels,and ensuring the implementation of optimization of FT’s marketing strategy through the proposal of safeguard measures in process management,personnel management and control,and internal training.