| Nowadays,the rapid economic development of Chinese society has led to the improvement of people’s living standards and health standards.As a result,people’s demand for sports and fitness is growing over the years.At present,a large number of fitness studios have emerged in the first and second tier cities of China.Meeanwhile,with the rapid development of mobile Internet and social media,a number of online fitness social media,fitness courses,live private coaching courses,and intelligent fitness hardware plus content services have also risen rapidly.J Fitness Studio was founded in 2013.Currently,it has opened 14 offline fitness studios in Shanghai,Nanjing and Shenzhen,with more than 5,000 active members.According to the problems they are facing,namely: short customer retention,low customer lifetime value(CLV),and slow growth of customer scale,the author tries to propose an optimization plan through the study of the Community Marketing strategy according to the operation of J Fitness Studio,combining the RARRA theory and ISOOC Community Quality Evaluation model to countermeasure the bottleneck of the marketing strategies of the organization: 1)Define the purpose of the community and the problems it resolves,as well as the value that community creates to the brand and its users.2)Maintain the daily operation through clear structure,organization of its staff with clear roles and responsibilities.3)Strengthen the output of content and KOL cultivation,actively develop or recruit star coaches,and constantly produce high-quality content of fitness knowledge,word-of-mouth and activities.4)Optimize the operation process by increasing the users’ sense of value,engagement,and activeness.5)Community expansion and cross-platform replication through more dimensions and means both online and offline.6)Continuously increase the number of serviceable users.Expand the scale of coaches by investing into training institutions.7)Redevelop online courses according to the usage habits of mobile Internet users,equip special teams to develop online teaching platforms,and carry out rapid iterations. |
