MBA教育中心知识库

近年来，随着国民生活水平提升、国家经济发展和全民健康意识增强，我国健身产业市场规模持续增长，年均符合增长率达到6.2%，预计将进一步超过2200亿元。2017年以来，国家相继出台《体育强国建设纲要》等政策文件，以推动全民健身计划的实施，促进健康产业健康发展。同时，经历三年疫情，全民和国家对健康的关注度大幅提升，我国健身产业市场规模不断扩大，为健身产业发展带来前所未有的机遇。然而，在互联网+健身产业蓬勃发展的背景下，以及公共健身设施和社区15分钟健身圈全覆盖的目标下，传统线下健身行业经营环境面临前所未有的冲击和困难。传统的营销模式已经不能成为持续带动消费的动力，线下健身俱乐部突破传统，运用体验营销策略等新型营销模式，但营销手段、实施效果均差强人意，亟待优化体验营销策略。

本文通过市场营销环境分析、体验营销战略体验模块（SEMs）、SWOT分析法相关理论，对研究对象进行宏观环境、微观环境、现行体验营销策略进行分析。通过定性分析法、访谈调查、问卷调查等研究方法，对兰州清虹健身俱乐部体验营销战略体验模块（SMEs）的“感官、行动、情感、思考、关联”五方面体验营销策略现状归纳分析，发现体验营销现状中存在健身环境不友好、课程设置无法满足个性化需求、体验活动缺乏主题、员工素质形象待提升、营销渠道单一等问题。对应五大战略体验模块，从“组织、环境、设施、顾客、员工、社区”等角度进行优化策略建议，对体验营销策略优化措施实施保障给出指导。为推动体育产业高质量发展，提升传统线下健身俱乐部行业竞争力，体验营销策略推广实施与优化改进，提供了有益参考。

In recent years,with the improvement of national living standards,national economic development and the enhancement of national health awareness,the market scale of China's fitness industry has continued to grow,with an annual growth rate of 6.2%,and is expected to further exceed 220 billion yuan.Since 2017,the state has issued policy documents such as the Outline of the Construction of a Strong Sports Country to promote the implementation of the national fitness plan and the healthy development of the health industry.At the same time,after three years of the epidemic,the public and the country's attention to health has been greatly improved,and the market scale of China's fitness industry has been expanding,bringing unprecedented opportunities for the development of the fitness industry.However,under the background of the booming Internet+fitness industry and the goal of full coverage of public fitness facilities and community 15-minute fitness circle,the traditional offline fitness industry is facing unprecedented impacts and difficulties.The traditional marketing model has been unable to become the driving force for continuous consumption. Offline fitness clubs break through tradition and use new marketing models such as experiential marketing strategies. However,the marketing methods and implementation effects are unsatisfactory,and the experiential marketing strategy needs to be optimized.

Based on marketing environment analysis, experience marketing strategy experience module (SEMs) and SWOT analysis, this paper analyzes the macro environment, micro environment and the current experience marketing strategy of the research object. Through qualitative analysis, interview survey, questionnaire survey and other research methods, this paper summarizes and analyzes the status quo of experience marketing strategies of Lanzhou Qinghong Fitness Club in five aspects: "sense, action, emotion, thinking and relevance". It is found that there are some problems in the current situation of experience marketing, such as unfriendly fitness environment, unable to meet the personalized needs of the curriculum, lack of theme of experience activities, need to improve the quality and image of employees, and single marketing channels. Corresponding to the five strategic experience modules, optimization strategy suggestions are made from the perspectives of "organization, environment, facilities, customers, employees, and communities", and guidance is given for the implementation of optimization measures of experience marketing strategies. It provides a useful reference for promoting the high-quality development of the sports industry, enhancing the competitiveness of the traditional offline fitness club industry, and experiencing the implementation and optimization of marketing strategies.