The Analysis of Marketing Techniques of Membership in Nirvana Fitness

【摘要 (中文/英文)】 随着当今都市人群消费能力的提升及消费观念的转变,商业健身俱乐部迅速发展。北京青鸟健身中心在行业内极具代表性,采用健身房所通用的会员制模式进行经营。本文正是在这样的背景下,对北京青鸟健身中心的会员制营销策略进行了研究。 本文首先对北京青鸟健身中心进行了SWOT分析,认为其内部优势主要体现在高品质的软硬件设施、时尚高端的品牌形象及顾客定位、以及店址选择的合理性;内部劣势主要有相对较高的价位、尚有待进一步提高的店内人员素质、以及“业绩第一”的销售制度带来的恶性竞争;外部机会主要包括健身行业的迅速发展、城市中产阶层的日益壮大、以及数量众多的在京外籍人士;外部威胁则主要包括健身行业内的激烈竞争及公众对健身的认识尚处于较浅层次。 在对北京青鸟健身中心的目标定位、营销结构与组织、4Ps组合以及消费者行为进行分析的基础上,本文从入会方式、会员权益、增值服务、关系维护、会员价值、及数据库建设与运用六个方面对北京青鸟健身中心的会员制营销现状进行分析并指出了其所存在的问题。本文认为,在青鸟健身的销售业绩中由会员制营销所做出的贡献并不突出,会员制营销还远未发挥其应有的作用。具体来讲,存在的问题主要有会员制营销...更多缺乏系统性和整体性、会员制营销还停留在较浅层次、企业文化贯彻不够且销售行为存在较强功利性、以及数据库建设与运用不够充分这四点。 针对北京青鸟健身中心的会员制营销现状及所存在的具体问题,本文提出改进对策,认为青鸟健身首先应该树立会员制营销的战略观念,其次必须通过明确目标、确定客户群、为会员选择正确利益、做好财务预算、构建沟通平台、组织与管理会员制以及建立与管理数据库这七个步骤来建立会员制营销系统,同时要从满足会员归属感的需要、为会员提供价格优惠、重视会员的终身价值、为会员提供个性化产品与服务、及对会员进行长期观测和记录五个方面入手来制订实施客户忠诚计划;改进现有的功利性较强、过于注重短期利益的销售机制,并且从宣传方式与公共关系这两方面入手来塑造企业形象。 

 With the advancement of citizens’buying ability and the transformation of their consuming concept, commercial gymnasiums take a rapid development. Nirvana Fitness is very representative in the fitness industry in Beijing and it employs membership mode——the universal mode in fitness industry to operate its marketing. This paper discusses the marketing techniques of membership in Nirvana Fitness in such a background. At first, this paper analyzes the SWOT of Nirvana Fitness and figures out that its strengths mainly include high-quality equipments, great brand image as well as market orientation, and the rationality of placing; its weaknesses mainly include high price, not good enough staff, and the furious competition among salesmen brought on by sale-oriented marketing system; its opportunities mainly include the rapid development of fitness industry, the increase of middle-class population, and the large number of foreigners in Beijing; its threats mainly include the fierce competition among commercial gymnasiums and the deficiency of public attitude to fitness. On the basis of the research of marketing orientation, marketing structure, marketing mix and customers’behavior, this paper analyzes the status quo of marketing techniques of membership in Nirvana Fitness in terms of initiation methods, members’rights, extra service, relationship maintenance, members’value, the construction of database, and points out some existing problems. This paper demonstrates that the contribution of marketing techniques of membership in the sales of Nirvana Fitness is not enough; marketing techniques of membership does not exert adequate effect. Detailedly speaking, existing problems mainly include the lack of system and comprehensiveness in marketing techniques of membership, the superficialness of marketing techniques of membership, the inadequacy of implementation of enterprise culture as well as the utilitarianism of sales, and the inadequacy of construction of database. Aiming at the status quo of marketing techniques of membership in Nirvana Fitness and the existing problems, this paper puts forward relevant improving tactics: firstly, Nirvana Fitness should set marketing techniques of membership as an important strategy; secondly, an integrated system of membership marketing is needed and it should be established through specific goal, appropriate customers, proper interests for customers, good budget, communication platform, structure & management, and construction of database; at the same time, a customer faith plan should be formulated and implemented through satisfying members’need for susceptibility, providing preferential price for members, recognizing life-time value of members, offering differential product and service, observing and recording members’behavior; the sale mechanism which emphasizes short-term interests too much now must be improved, and the enterprise’s image should be polished by advertisement and public relationship.

【关键词 (中文/英文)】 会员制营销; 健身中心; SWOT分析

Marketing Techniques of Membership; Fitness; SWOT