Research On Competitive Strategy Of ZJPZ Fitness Company

In recent years,people’s material living standards have been continuously improved and the pace of life has been accelerating,China has become the country with the largest number of obesepeople in the world.The number of obese people has reached 90 million.Healthy weight loss has become the social demand.In this context,the closed weight loss training camp has developed rapidly in recent years.It can be predicted that in the next few years,the weight loss training camp industrywill usher in explosive growth.At present,there are nearly 100 weight-loss trainingcamps in China.In terms of courses,group courses are widely used,and products are seriously homogenized.In terms of marketing channels,we media platform is widely used for promotion and sales,and traffic competition is fierce.However,in terms of hardware facilities and course effects,good and bad are mixed,which leadsto increased cost differences,price war and rapid compression of profit space The industry is in chaos.In this context,the research on the competitive strategy of theweight loss industry,not only can make ZJPZ fitness company how to form an effective competitive advantage has a very important significance,but also fills the blank of the theoretical research on the competitive strategy of the weight loss training camp industry,which hasa certain practical significance for the healthy development of the domestic weight loss training camp industry.ZJPZ fitness company rapidly opened the market through we media operation inthe early development of the industry,and has a good reputation.However,with the increasing competition in the industry,ZJPZ fitness company’s internal management,product development,staff quality and other aspects are gradually exposed problemsand deficiencies,seriously affecting the development of the company,the competitive advantage is gradually weakened,in order to ensure the rapid and healthy development of the company,it is necessary to study the company’s competitive strategy.This paper takes ZJPZ fitness company as the research object,comprehensivelyuses the methods of literature analysis,investigation,experience summary and case analysis,combined with the relevant theories and analysis tools of competitive strategy,analyzes the internal and external environment of ZJPZ fitness company,so asto formulate the applicable competitive strategy and provide reference for the company to implement the competitive strategy.Firstly,the paper explains the backgroundof the topic,the research status at home and abroad,and the relevant theories ofcompetitive strategy.Secondly,it analyzes the development status and existing problems of the company.Then,it forms the external key factor evaluation(EFE)matrixby combining PEST analysis and five forces model,analyzes the opportunities andthreats of the external environment,and analyzes the internal products,human resources,marketing,management and other functions of the company The internal keyfactor evaluation(IFE)matrix is formed to analyze the advantages and disadvantagesof the enterprise.Furthermore,SWOT analysis is used to formulate the competitivestrategy alternatives of ZJPZ fitness company,and the optimal competitive strategyisselected through the model of strategic planning matrix(QSPM matrix)and qualitative analysis of competitive strategy to determine that the company should implementthe centralized differentiation strategy.Finally,in the implementation of competitive strategy security measures,from the internal management,staff quality,product development,marketing channels and team building to give specific suggestions on the implementation of competitive strategy.Through the research of this paper,I hope to provide some reference for ZJPZ fitness company to achieve business objectives and get rid of the bottleneck of development.At the same time,it can also provide reference for the current domestic closed weight loss training camp how to formulate competitive strategy and maintain competitive advantage in theory.