营销平衡视角下我国健身俱乐部的品牌定位探析

Brand Positioning of Chinese Fitness Clubs from the Perspective of Marketing Balance

品牌定位关系到我国健身俱乐部是否能够找准自身正确的发展方向。在诠释品牌定位与营销平衡的基础上,探析我国健身俱乐部在品牌定位方面存在的诸多问题:缺乏对消费者需求的理解、发展规模相对较小、总体服务质量有差距、专业化管理水平不够、市场盲目导入等品牌定位的"非平衡"问题,这些问题阻碍了其健康可持续发展。进而从营销平衡视角厘清了我国健身俱乐部品牌定位的实施路径,希望为其准确定位提供理论借鉴与参考。

Brand positioning is closely related to the development direction for the fitness clubs in China. The article analyzes that there are some imbalances in brand positioning in the fitness clubs, such as lack of enough understanding of the consumer requirements, relatively small development scales, unsatisfactory service quality as a whole, the inadequate professional management level,blind market introduction etc. based on interpreting brand positioning and marketing balance. All the problems will hinder the healthy and sustainable development. Therefore, the article realizes the routes of brand positioning from the perspective of marketing balance, expecting to provide theory reference for their exact positioning.