52健身俱乐部营销策略研究

Research on Marketing Strategy of 52 Fitness Clubs

随着社会经济的持续发展,民众对于健身的需求愈加迫切。特别是随着公众健康意识的觉醒,国内出现了各种形式的健身活动,这极大地促进了健身俱乐部的发展。在此背景下,本文通过文献资料法和SWOT分析法,首先分析了52健身俱乐部发展的优势、劣势、风险以及机遇,在此基础上进一步从价格、产品、渠道等角度,分析了52健身俱乐部营销策略存在的问题,最终结合自己所学的专业知识提出了针对性的对策,以期为52健身俱乐部的发展做出有益探索。

With the continuous development of social economy, people’s need for fitness is more and more urgent. Especially with the awakening of public health awareness, various forms of fitness activities have appeared in China, which greatly promoted the development of health clubs. In this context, through the literature and SWOT analysis method, this paper firstly analyzes the advantages, disadvantages, risks and opportunities of 52 fitness club’s development. On this basis, it further analyzes the problems existing in 52 Fitness Club’s marketing strategy from the perspectives of price, products, channels and so on. Finally, it puts forward targeted countermeasures based on the professional knowledge it has learned in order to make beneficial exploration for the development of 52 fitness club.