商业健身俱乐部会员制营销模式研究

运用文献资料法和逻辑分析法,从会员制营销的概念入手,对商业健身俱乐部会员制营销模式进行分析。认为会员制营销是商业健身俱乐部稳定老顾客、发展新会员、搭建交流平台的有效手段,但在实施过程中存在没有把握实质、没有细分市场、缺少互动和沟通、利益不明确等问题。从制订营销计划,实施营销产品策略、价格策略、渠道策略、促销组合策略等方面提出构建行之有效的会员制营销模式的策略。

The Marketing Model Research on the Commercial Fitness Club Membership

Using the methods of literature material and logic analysis, from the concept of membership marketing, this paper an- alyzes the commercial fitness club membership marketing mode. It thinks that the commercial fitness club membership marketing is an effective method to stable old customers, build communication platform and develop new members. But it cannot grasp the essence. The market segment is not clear. It lacks interaction and communication and the interest is not clear. From the market- ing plan, implementing marketing product strategy, price strategy, channel strategy, promotion strategy and so on, it puts for- wards to build effective strategy of membership marketing model.