无界健身企业营销渠道管理分析

一．当今健身行业现状····················································2

（一）健身俱乐部现状·······················································2

（二）我国健身俱乐部普遍采用的营销模式·····································2

二、无界健身企业营销渠道管理分析····································3

（一）无界健身企业概括及构架简介···········································3

（二）无界健身企业营销渠道管理现状·········································4

1、产品策略··························································4

2、价格策略··························································4

3、渠道策略··························································5

4、促销策略··························································5

三、无界健身营销渠道管理优劣势分析··································6

（一）无界健身营销渠道管理优势·············································6

（二）无界健身营销渠道管理问题·············································6

四、无界健身营销渠道管理改进建议····································6

（一）产品策略·····························································6

（二）价格策略·····························································7

（三）渠道策略·····························································7

（四）促销策略·····························································8

参考文献···································································9

一、当今健身行业现状

（一）健身俱乐部现状

随着我国经济的发展,人民生活质量提高,健身俱乐部的发展也随着人们对健康的关注而迅速发展,大中城市甚至县城乡镇都有好几家健身俱乐部,这使我国的健身行业受到严峻的考验,各俱乐部之间的竞争也愈演愈烈,我们不难发现每天都有数家俱乐部面临倒闭或者是亏损经营,但每天仍有数家俱乐部跻身于健身行业。这是由于缺乏对市场的分析。

经营项目的多少与俱乐部的规模大小成正比,而实际上我国的健身俱乐部经营项目几乎是同一模式,产业大众化,一旦有一家俱乐部成立马上就会有更多的同样的俱乐部接踵而至，每个俱乐部的经营项目无非就是瑜伽、器械、有氧健身操、动感自行车、普拉提等项目，很难让消费者选择更多的项目,缺乏服务的个性化。收取会费的形式有两种:一是会员制的收费方式;二是零散的学员收费方式。会员费从次卡、月卡、季卡到年卡,从普通卡到贵宾卡,其主要目的是吸引更多的会员参加训练。从场地设施与开放时间来说，以室内活动场地为主的健身俱乐部、中小型规模的俱乐部居多,大部分俱乐部下午或晚上开放，全天开放的俱乐部很少,这是因为俱乐部是为会员服务的,主要依据会员的空闲时间来定，每次活动时间平均为55min,最长60min,最短45min。