广州市经营性体育健身俱乐部消费者行为研究

Study of Consumers' Behavior in Fitness and Health Clubs of Guangzhou

消费者的构成决定着健身俱乐部经营的投资项目、投资档次、盈利状况。没有消费者就没有健身俱乐部的存在,高收入的消费者体现健身俱乐部的经营档次。本文采用问卷调查法、文献资料法、调查访问法、专家访谈法和数据统计法对广州市力美健、中体倍力、青鸟等6家经营性体育健身俱乐部消费者行为进行了调查分析,通过消费者的性别、年龄、种类、经济收入、消费动机、消费行为等情况来考察广州市经营性健身俱乐部的消费人群的构成特征,分析其对健身俱乐部带来的主要作用,为健身俱乐部能有效地了解消费者购买行为、决策过程和需求,制定和调整营销策略提供依据,获得经济效益最大化,取得自身的发展,从而促进广州市健身行业的健康发展。

It is the composition of the consumer that determines the programms,size and profits of a fitness and health club.This paper uses questionnaire,literature,survey,expert interviews and data statistics to investigate and analyze consumers' behavior in six clubs including Total Fitness Club,CSI-Bally Total Fitness,Bluebird and others.Such factors as gender,age,income,consumption motivation,behavior and categorization are examined to study their effects on the club.Thus clubs could understand better their costumers' needs,and set up or adjust their marketing strategies accordingly to maximize their economic benefits and accomondate the development of the fitness industry in Guangzhou.