我国商业体育健身俱乐部价值主张实现过程研究

Value proposition creating process for commercial fitness building club

价值主张(value proposition)是企业宣称其产品和服务能为消费者带来的独特价值,是客户所能感知到的一系列既得利益的总和。独特的价值主张是商业体育健身俱乐部开展市场与会员定位,吸引会员及其影响者的前提条件；价值信息的充分沟通是商业体育健身俱乐部保持长期客户关系的基础；提供消费价值最大体验是消费者评价俱乐部服务质量的一个核心标准。创造客户价值是商业健身俱乐部建立竞争优势的关键。

The value proposition is a special statement that a finn claiming its product or services can attribute to its customers, and it＇s total gain that customers can perceive from their interation with value providers. Distinctive value proposition is the precondition for commercial fitness building clubs to attract its customers and to have market position. Sufficient cmmunication of its value to its customers is the basic for club to establish a corporative relationship with its customers. Whether to provide a perceived maximal value experience is a core standard for customers to evaluate club＇ s service quality. The creation of customer value is a foundation for commercial fitness building club to establish