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Research on the Marketing Strategies of Impulse Fitness Club in Suzhou City

Author: LiHe
Tutor: LiXiang
School: Suzhou University
Course: Humane and Sociological Science of Sports
Keywords: Impulse Commercial Fitness Clubs Marketing Strategies Brand
CLC: G80-05
Type: Master's thesis
Year: 2012
Downloads: 369
Quote: 0
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Abstract


As the economic develops, people have a higher living standard and have morespare time. However, as a result of heavier working pressure, bad eating habits andenvironmental pollutions, the cases of “sub-health” have become more serious, whicheven dangers to human life. Therefore, more and more modern mind have paid attentionto health problems. As people’s constant pursuit for health, the concept of “spendmoney on health” has deeply rooted in their mind. Thus has prompted the rapiddevelopment of sports industry, in which fitness clubs do best. With the features such asgood sports atmosphere, rich training content and professional fitness guide,commercial health clubs have gradually got recognition and favor of most fitnessenthusiasts and have spring up like mushrooms. Since some large foreign health clubshave begun to seize the Chinese market, commercial fitness clubs have become moreand more competitive.China’s commercial fitness clubs which grew from scratch and spread all over thecity and towns, have become an important pillar of the sports industry. However,compared with other countries, it’s still in infancy. There are still some problems in itsmanagement and marketing, such as: the market positioning is not clear; the productform is monotonous; the facilities are inadequate; the price is a lack of hierarchy; thelocation is unreasonable; the existence of short-term promotions; the service is not deepenough and so on. These are all important restrictions for sustainable development.Therefore, it’s important for commercial health clubs to make correct analysis of marketenvironment, develop a reasonable market strategy, establish their own brands, andstand in an invincible position at home and abroad in such a competitive marketingenvironment.This topic chose the Impulse Fitness club which is well-known in Suzhou City to study in the way of literature, interviews, questionnaires, statistics and logical analysis.The writer analyzed its marketing environment and consumer markets, found out theirmarket segmentation, target market selection and market positioning. The writer use thetheory of marketing mix strategies, analyzed their successful marketing experience andinadequacies that may exist in order to make accordingly recommendations for thedevelopment of fitness clubs in Suzhou City even the whole country. The results showthat:Most of the members are satisfied with Suzhou Impulse Fitness Club and its use ofmarketing strategy is successful. There are three reasons for its success: firstly, brandand headquarters support, that is, their visibility of domestic market as well as thehardware and software support from their headquarters, which laid a solid foundationfor Impulse to develop the fitness market in Suzhou City; secondly, proper use ofmarketing mix strategies in the course of business and comprehensive considerationsabout all other aspects such as product, price, channel, promotion, personnel, physicaldisplay and service process; thirdly, implement the concept of brand marketingthroughout the business and make efforts in brand creation and maintenance. However,the Suzhou Impulse Fitness Club still has shortcomings in the training of staff loyaltyand in the practical service process.According to the investigation and research on the Impulse headquarter in Qingdaoand chains of seven branches in Suzhou, the writer propose following recommendationsfor commercial fitness clubs: analysis of the marketing environment, understand oftheir strengths and weaknesses, opportunities and threats; grasp of consumer psychology,market segments and a clear market positioning; ensure product quality while addingadditional products and developing specialty products; find out the specific factorsthat affect price and flexible use of pricing methods and strategies; careful site selectionfor club area and use chain way of sharing resources to expand awareness; step uppublicity efforts to enrich the means of promotion; establish a member centeredmechanism and a humanity employment mechanism; focus on the visibility of displaywork in the way of uniform regulation and clearness; uniform service standards andstandardize the service process; implement the concept of brand marketing throughout the business process.

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