我国中部城市体育健身俱乐部品牌发展的影响因素与对策研究

南昌、武汉、郑州3市是我国中部地区的重要城市,其体育健身俱乐部品牌发展具有中部城市健身行业发展的典型特征。因此,以3市36家体育健身俱乐部为主要研究对象,通过文献资料调研、问卷调查、数理统计等方法研究我国中部城市体育健身俱乐部品牌发展现状与影响因素,有针对性地实施品牌促进策略。结果表明,客观环境、品牌管理、营销手段、产品个性特点、消费者个性特征及生活方式等是影响体育健身俱乐部品牌发展的重要影响因素,建议政府积极加强市场引导,采取扶持政策;品牌经营者要树立品牌意识,以消费者为中心,进行市场细分,注重品牌个性与创新能力培养。

Study on Brand Development Influencing Factors and Countermeasures of Sport Fitness Club in Central City of China

Nanchang,Wuhan,Zhengzhou are important cities in central China,and its fitness club brand development has the typical characteristics of fitness industry development in central cities of China.Taking the 36 fitness clubs of the three cities as the main object of study,through using the method of literature review,questionnaire and mathematical statistics,this paper analyzes the development condition and influencing factors of brand development of sport fitness clubs in central cities of China.The result sho...