In the current development of commercial fitness clubs, blind imitation is very serious, especially in the use and development of fitness products. We have been paying attention to the development of world fitness products, most of which are imported from abroad, and there are few independent research and development projects. We should constantly innovate and change in this respect, and find a way that conforms to the cultural characteristics of China. In the development of fitness programs for middle-aged and elderly people, China has developed very well. Yangko, Taiji ball and softball are deeply loved by middle-aged and elderly people. Fitness club events should get rid of the characteristics of singleness and homogeneity.

2. Price

The most active marketing activity of domestic commercial fitness clubs is price war, which is very fierce and there is vicious price competition. Price is the most difficult and active factor in the marketing mix, and it is also the only factor that does not increase the cost. The significance of pricing is to make the product price the most effective means of promotion. When using price strategy, we must correctly analyze different price strategies and methods under different conditions, instead of passively following competitors' prices, we should actively grasp the overall situation. In the complex and changeable market environment and increasingly fierce market competition, in order to achieve good results, we must flexibly use relevant pricing strategies, strategies and methods to easily achieve the predetermined pricing goals.

3. Channel (location)

In terms of sales channels, most fitness clubs have adopted a large number of direct sales by member consultants, which has achieved remarkable results. But in the long run, especially for clubs that want to take the brand route, a single terminal will encounter a bottleneck that is difficult to break through: brand building is difficult. Marketing tells us that strong alliances and complementary advantages can often achieve the effect of112. Fitness clubs can consider indirect sales with some local business departments and enterprises, such as supermarkets, shopping malls, hotels and well-known clothing brands. If you spend more than a certain amount in the supermarket, you can get a supplementary card of the health club; They can also share customer resources with mass consumer companies such as mobile communication. Fitness clubs should explore new ideas, innovate constantly, and use various channels to sell, which can not only achieve good results, but also improve the brand awareness of the club.

Step 4 promote

From the consumption form, the target audience should be "impulsive" when buying fitness products, that is, consumers have the impulse to consume fitness products in a short time and decide to buy them in a short time. Therefore, promotion often plays a "booster" role in the sales of health club members. The most common promotion method in marketing is node discount. When the festival comes, it is a gimmick to thank the society and hold large-scale reward activities.

In the promotion strategy, each club shows its magic power and adopts various ways to promote it. There are many successful examples. For example, XX Fitness Club holds various promotional activities in time according to different periods. On Mother's Day, they took the opportunity to carry out the promotion activities of "Feeling Motherly Love and Fitness Filial Piety" and achieved good results.

serve the dishes

In the marketing of fitness clubs, it is very important to control and manage the service process. Because the fitness industry is a high contact service industry, the fitness process is carried out under the guidance of coaches and service personnel. Coaches and waiters

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