| Zhengzhou,as a new first tier city,is experiencing rapid urban development and a continuous improvement in people’s living standards.At the same time,there is a large permanent population and GDP continues to rise.With the implementation of the national fitness plan and the strategy of the rise of the central region,the sports industry has developed rapidly in Zhengzhou City.However,due to the initial stage of the development of the fitness market in Zhengzhou,there are many problems in market development,such as severe market homogenization and low level of curriculum innovation,which urgently need to be solved.Therefore,it is of great significance to understand the relevant situation of the fitness club market in Zhengzhou urban area,which is conducive to the high-quality development of the fitness market in Zhengzhou.With the help of SCPparadigm theory and PEST analysis,this paper discusses the current situation of the development of the fitness club market in Zhengzhou urban area by combining literature,questionnaire survey,field survey and mathematical statistics,and analyzes whether the fitness club market in Zhengzhou urban area is suitable for SCPparadigm theory through survey data.Finally,a questionnaire survey was conducted on 27 representative gyms in the urban area of Zhengzhou,and the following conclusions were drawn through the organization and analysis of the survey data:(1)The development of fitness clubs in the urban area of Zhengzhou has received strong support from national and local policies.Fitness clubs have resumed normal operations,and potential fitness consumers are constantly increasing.Modern information technology is widely used in fitness clubs.At the same time,the external environment of Zhengzhou fitness club market has obvious advantages in policy,economy,society,and technology,which is conducive to the development of Zhengzhou fitness clubs.(2)From the aspects of market scale,market subject structure,market object structure,market concentration ratio,product difference and market barriers,this paper analyzes the market structure of fitness clubs in Zhengzhou urban area:(1)The market size of fitness clubs in Zhengzhou urban area is medium,and the potential of small fitness clubs is large.(2)The education level of club managers needs to be improved,the entry threshold for coaches needs to be raised,and coaches have a relatively large proportion of 5 to 6 years of employment,with high employee turnover Club members generally have higher educational qualifications,stable income,and most of them participate in exercise three times a week,with a duration of about 2 years The fitness club market in Zhengzhou City belongs to a highly monopolistic market,mainly consisting of competition between gyms and studios,as well as competition between studios The curriculum differentiation among fitness clubs in Zhengzhou is relatively small,and the substitutability between clubs is strong,lacking personal characteristics.(6)The entry and exit barriers to the fitness club market in the urban area of Zhengzhou are not high,which poses a small obstacle to the development of the fitness club market.(3)Analyzing the market behavior of fitness clubs in Zhengzhou urban area from the perspectives of pricing behavior,advertising behavior,and innovation behavior:(1)The membership card model of fitness clubs in Zhengzhou urban area is mainly based on the pre payment fee system,and some clubs adopt a pricing method that combines the pre payment fee system and the new retail system.The factors that affect club prices are mainly cost oriented and competitive oriented.(2)The advertising behavior of the fitness market in Zhengzhou urban area mainly includes online and offline promotion.Correct advertising behavior can effectively enhance the club’s brand and reputation The market innovation behavior of fitness clubs in Zhengzhou urban area is not high,and the professional ability of coaches needs to be improved.The group exercise courses in large gyms need to be updated for a long time.(4)Analyzing the Market Performance of Fitness Clubs in Zhengzhou City from Member Satisfaction,Profitability,and Capacity Utilization... |
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