MBA教育中心知识库

我国经济水平与人均国民收入的同步增长,带动了居民消费观念的转变,体育健康消费比重正在逐年增加。同时，互联网技术的持续革新，推动了智慧健身领域的出现与发展，一些新型智能健身工作室逐渐步入大众视野，代表性的新型健身工作室有悦客健身俱乐部、快快智能健身等。智能健身工作室依靠先进的健身器械、智能化健身运营管理、“线上+线下”的健身服务模式、依次付费的健身结算方式，吸引了大批具备健身需求、有健身爱好的用户。

本文将研究对象确认为代表性的新兴智能健身工作室“悦客健身俱乐部”，运用7Ps营销理论，对悦客健身俱乐部的营销策略现状进行了分析，找出了其中存在的营销策略问题及影响因素。具体而言，悦客健身俱乐部存在热门课程占比小、用户年均消费支出高、渠道铺设待完善、促销方式较单一、教练水平参差不齐、服务质量不稳定和场地设施较紧张等问题。这些问题是课程设计不科学、课程定价欠优化、渠道铺设不全面、教练管理体系不完善、门店模式弊端、人员素质不高，缺少服务流程和场地规划不佳，无法满足会员需求等原因引发的。

针对悦客健身俱乐部存在的营销策略问题，本文在行业外部环境分析、行业内部竞争环境分析的基础上，提出了相应的营销优化策略。具体包含：（1）优化课程设计，细化课程类别；（2）完善课程定价，创新消费方式；（3）适度拓宽渠道，强化网络营销；（4）丰富促销活动，强化促销力度；（5）优化人员管理，增加人员留存；（6）完善门店管理，提升服务水平；（7）制定合理计划，提高使用效率。

The synchronous growth of China's economic level and per capita national income has led to the change of residents' consumption concepts, and the proportion of sports and health consumption is increasing year by year. At the same time, the continuous innovation of Internet technology has promoted the emergence and development of the field of smart fitness, and some new intelligent fitness studios have gradually entered the public vision, and representative new fitness studios include Yueke Fitness Club, Kuaikuai Intelligent Fitness, etc. Relying on advanced fitness equipment, intelligent fitness operation management, "online + offline" fitness service model, and sequentially paid fitness settlement method, the smart fitness studio has attracted a large number of users with fitness needs and fitness hobbies.

In this paper, the research object is identified as the representative emerging fitness studio "Yueke Fitness Club", and the marketing status of Yueke Fitness Club is analyzed by using 7Ps marketing theory, and the marketing problems and influencing factors are found. Specifically, Yueke Fitness Club has problems such as a small proportion of popular courses, high average annual consumer expenditure of users, channel laying needs to be perfected, uneven coaching level, unstable service quality and short of facilities. These problems are caused by unscientific course design, in-optimization of course pricing, incomplete channel laying, imperfect coaching management system, drawbacks of store model, low quality of personnel, lack of service process and poor site planning, and inability to meet the needs of members.

Aiming at the marketing strategy problems of Yueke Fitness Club, this paper proposes corresponding marketing optimization strategies based on the analysis of the external environment of the industry and the internal competitive environment of the industry. Specifically, it includes: (1)optimizing course design and refining course categories; (2)Improve course pricing and innovate consumption methods; (3)Appropriately expand channels and strengthen network marketing; (4)Enrich promotional activities and strengthen promotional efforts; (5)Optimize personnel management and increase personnel retention; (6)Improve store management and improve service level; (7) Make reasonable plans to improve efficiency.