摘要

我国的商业性健身俱乐部经过近十几年的发展，至今已出具规模，健身俱乐部在经历过价格竞争、服务竞争等单个因素竞争之后，开始进入品牌竞争时代。

A 健身俱乐部成立于 2007 年，是一家立足于江苏省的本土品牌，以经营性为主、按照企业方式运作的中高档次商业性健身俱乐部，现已在宜兴、泰州、兴化、南通共成立 6 家专业健身俱乐部。面对市场环境的改变、新技术的出现、消费趋势的演进等对品牌的原有资产发生冲击的新形势下，公司正处在从产品经营向品牌经营过渡的阶段，在发展过程中公司存在着：品牌营销观念落后、缺乏整体性、品牌传播效果不明显、品牌营销经费投入匮乏、持续性不够等问题。如何解决上述问题，是 A 健身俱乐部必须面对的重要课题。只有不断强化品牌观念，树立正确的品牌营销理念，不断创新其品牌营销策略并进行得当的有效组合，不断完善内部管理，发挥独特的经验优势，才能对抗行业内部竞争，使 A 健身俱乐部走向全国一流企业的行列。

本文通过运用文献研究、案例分析和实地调查相结合的研究方法，大量阅读相关文献和整理国内外品牌营销策略的相关资料，首先概括介绍了品牌、品牌营销与创新的相关理论；其次简单描述了品牌营销的基本过程，包括建立品牌、宣传品牌、发展品牌和经营品牌；在此基础上收集了 A 健身俱乐部的大量数据和内部资料，实证分析出 A 健身俱乐部品牌营销现状与存在的问题；然后基于存在问题的根源制定出了 A 健身俱乐部品牌营销的创新策略，主要内容包括品牌理念创新：转变品牌营销观念；创新品牌营销文化，强化文化价值传播；调整组织结构，培养品牌营销的专业人才。品牌定位创新：目标市场定位创新、品牌主导型的品牌营销定位。品牌传播创新：网络品牌传播、公共关系营销、数据库营销。品牌延伸创新：打造 A 社区健身俱乐部、创办 A 健身培训学院。以此增强品牌竞争力，使 A 获取长久发展的动力。纵观全文，不仅为 A 健身俱乐部的发展提供了良好的决策支持，改进不足之处，抓住市场机遇，建立有效的市场壁垒并取得市场竞争优势，进而使 A 健身俱乐部在日趋激烈的市场竞争中立于不败之地，同时本文的些许观点也为我国健身市场其他健身企业提供实践参考。

关键词: A 健身俱乐部品牌品牌营销创新

Abstract

Chinese commercial fitness clubs, wtih more than ten years’ development, have since gained the scale. The fitness clubs after experienced the price competition, service competition, the single factor of competition, now entered the era of brand competition.

Huang Sport fitness club was founded in 2007, is a local brand based in Jiangsu province, a high-grade commercial fitness club which based on business oriented、operated as the

enterprise. It gradually established chain fitness club in Yixing, Taizhou, Xinghua, Nantong, the quantities of fitness club up to 6. Face to the new situation about the change of market environment, the emergence of new technologies, the evolutionary of consumption trend, the original assets of brand were impacted, fitness clubs are experiencing a transitional period from product management to brand management. However in the development process there exist some problems: the lag of brand marketing concept, the lack of integration about the brand marketing, the brand communication effect is not obvious, the brand marketing funds are shortage and not persisted enough, and etc. How to solve the above problems is an important topic to Huang Sport fitness club. Only by continuously strengthen the brand concept, establish the right brand marketing concept, make the continuous innovation of the brand marketing strategy and the proper effective combination, constantly improve the internal management, develop its unique advantages, so we can achieve against the competition within the industry, make Huang Sport fitness club to the national first-class business ranks.

This essay by using the method about literature research, case analysis and field survey, reading a lot of documents and collating relevant information about the brand marketing strategy, introduce the related theory of brand, brand marketing and innovation at first; secondly, simply describe the basic process of brand marketing, including the establishment of brand, brand publicity, brand development and brand management; based on the collection of Huang Sport fitness club with large amounts of data and internal information, make the empirical analysis of the present situation and the existing problems of Huang Sport fitness club’s brand marketing; then based on reasons of the existence of

problems to make the innovation strategy of Huang Sport fitness club’s brand marketing. The main strategy include the innovation of brand management: innovate brand marketing idea, carry out the marketing concept; innovate brand marketing culture, strength the cultural and value spreading; adjust the organizational structure, cultivate the professionals of brand marketing. The innovation of brand positioning: the target of location-based; brand oriented of the brand marketing. The innovation of brand communication: network brand communication, public relations marketing, database marketing. The innovation of brand extension: create the Huang Sport community fitness club, set up the Huang Sport fitness training college. Then it can enhance the brand competitive power, make the enterprise obtain the long-time development power. Throughout the paper, not only provide a good decision for the development of Huang Sport fitness club, improve the shortcomings, seize the market opportunities, make an effective market barriers and gain the market competitive advantage, make the Huang Sport fitness stand invincible in the fierce competition in the market, at the same time some views of this essay also provides practical reference to our other fitness enterprises.

Key Words: Huang Sport fitness club Brand Brand marketing Innovation

第一章绪论……………………………………………………………………………………………………………… 1

第一节研究背景与意义……………………………………………………………………………………… 1

第二节研究对象与问题……………………………………………………………………………………… 3

第三节研究方法与结构……………………………………………………………………………………… 4

第二章理论基础………………………………………………………………………………………………………. 7

第三节总结性评论…………………………………………………………………………………………… 16

第三章案例背景…………………………………………………………………………………………………….. 18

第一节商业性健身俱乐部行业发展概况…………………………………………………………… 18

第二节 A 健身俱乐部品牌营销现状………………………………………

第三节 A 健身俱乐部品牌营销存在问题与根源……………………………………………….. 30

第四章案例分析…………………………………………………………………………………………………….. 33