美国健身俱乐部会籍营销系统研究

Study on Membership Marketing System of Fitness Club in America

采用文献资料法、专家访谈法等,深度剖析了美国大众体育健身俱乐部的会籍营销系统,指出造就美国健身巨头企业强势业绩的决定因素是其完善的会籍营销系统,具体流程包括:来宾健体纪录、带客人参观会所、体成分检测与教练讲解、会籍介绍、报价、高层介入、首次私教销售。这套标准流程的每个步骤都有其独特的作用与价值,能够大幅提高会籍成交率。对我国健身俱乐部发展的启示:实行以顾客为中心的关系营销,加强与国际健身行业的交流与合作,加大并拓宽健身销售人员的培训力度与范围。

By the methods of literature material, expert interview method, etc. , analyze the membership marketing system of sports fitness club in America, to provide reference for the development of mass sports fitness service industry in China. Main conclusion： determinants to make strong performance of American fitness giant enterprise were the perfect membership marketing system, specific process includes： record on guests＇ health, take guests to visit club, test and coach on body composition, introduce membership, quote price, high involvement, and personal training sales for the first time. The standard process of each step has its unique function and value, can substantially increase the membership sell-through rate. Revelation to the development of fitness clubs in China： implement relationship marketing as customer centered, strengthen exchanges and cooperation with international fitness industry, strengthen the efforts and broaden the scope to fitness training of sales staff.