健身私人教练营销策略的研究
摘要
随着长沙经济的蓬勃发展,市民生活水平的不断提高和闲暇时间的增多,市民对健康的追求也与日俱增,“花钱买健康”的意识也越来越深,健身消费的需求也不断增长,提供定制化服务的健身内容与健身场所已成为健身行业追求优质服务的重要标准。由于健身行业服务产品的可替代性特征尤为明显,因而对健身服务提出的要求更甚于服务业中的其他行业。私人教练是健身行业服务提供的最重要成员,他们不仅为健身消费者提供最佳的技术帮助,更要为他们传递企业优质的服务。从某种意义上说,当服务已成为健身行业的焦点时,人们对传递服务的使者——私人教练培养与发展的重要性认识很快就会到来。但是由于健身私人教练在长沙的发展尚处在初级阶段,私人教练服务质量、私人教练的推广与发展等存在诸多的问题,多个方面还有待完善,人们对私人教练服务的满意度不高,从而影响了私人教练的营销。
通过采用文献资料法、访谈法、问卷调查法、数理统计法等研究方法,对长沙市体育健身俱乐部健身私人教练营销现状展开调查,结果发现私人教练的营销现状存在以下主要问题:私人教练的职业定位不全面,企业经理人对私人教练在服务传递中的作用认识存在偏差,缺乏良好的培训体系,对私人教练的生涯规划重视不足,法规体系的建设滞后,营销的手段单一等问题。研究认为:
1.目前长沙市购买私人教练服务主要是高需求、高消费者,而高需求、低消费才是四个群体中占主导地位的消费群体,将市场定位到此类消费群体是营销的重点。
2.长沙市已基本具备发展私人教练服务的环境。但长沙市私人教练专业水平良莠不齐,整体水平不高,私人教练培训市场混乱,从而认证审定也缺乏可信度,人们对私人教练服务的满意度不高。
3.已经初步实行多种会籍类型并存的会籍经营模式,吸引各种类型的消费者。会员证分为月卡、年卡、次卡等多种形式,私人教练的服务根据会员证的不同的定价,价格不等,以满足客户的需求。
4.长沙市目前的私人教练服务项目尚处于产品生命周期的导入期,可以采用中等价格和大力促销的策略,同时采用直销和中介机构两种渠道来完成销售,使顾客感到风险不高而乐于购买。同时筛选一些对新服务感兴趣的顾客,直接与他们沟通,使他们能做出最初的积极反应。
5.通过广告、人员推销、促销、公共关系以及过程管理、有形展示等多方面的策略制定来完成促销和沟通策略。俱乐部仅仅推行全民健身的思维是不够的,应该在俱乐部推广全民私人教练,把人人需要健身再深入到人人需要私人教练。
6.长沙市健身俱乐部的管理经营人才缺乏。建议通过各种途径学习先进的健身俱乐部运营管理的知识,重视客户关系管理,将会员档案数据库由卡片管理向CRM软件管理过渡;私人教练CRM管理与俱乐部CRM管理间的协调。
With the development of the economy in Changsha, the improvement of people' s living standards and the increase of leisure time, the consciousness of "Pay of health" become deeper and deeper, the requirement of fitness consumption is increasingly, and so it' s the important criterion of fitness industry searching for quality services to provide special fitness contents and places . Because of obviously substitution of service product of fitness industry, it demands more excellent services compared with other service industries. Private coach is the most important member of providing services for fitness industry. They offer fitness consumers with optimal technique, and deliver superior service of enterprise to them. In some content, when service being focus of fitness industry, people would understand the importance of culture and development of private coach. However private coach only has a short history in Changsha, so it still has many Problems. For example, there are deviations in business managers' understanding of private coaches' action in the transfer process of service, their understanding of the occupational location of private coaches is lopsided, and lack of an effective training system, the plan for private coaches' career isn' t paid enough attention to and so on. there are many shortness of quality, purchase and use of private coach service, the methods of selling are singleness, and so on. On the basis of the analysis, his article gives the following countermeasures:
1.The analysis of consumers shows that only the people having high or steady level income and fashion living style will choose private coach services. However it would be Civilian model with the improvement of economy.
2. By investigation, Changsha has been the city to be appropriate for development of private coach services. But the total level of expertise of Changsha private coach is not high, and differential to each other. Training market of private coach stay disorderly, so that It's hard to trust certificate in hand of private coach. there is disparity in private coach service of Changsha compared to Beijing, Shanghai, Guangzhou, and et al. I suggest that regulatory training association should be established by government to tackle the relationship of service and management well for set up a orderly, brisk, successful market.
3.Now the project of Changsha' s private coach services is on the condition of being at early stage of life cycle of product, we can take measure of using midrange price and heavy sales promotion, meanwhile, and take advantage of two channels as straight pin and intermediate institution to make consumers be most willing to purchase private coach services. At the same time, we communicate directly with consumers whom are interested in new service item, for that once they response fervently, It is tendentious to attract more consumers.
4. We should take varied membership selling mode to appeal to every kind of consumers. Themembership card include one-time , monthly, yearly one, the price of private coach card can be fixed according to different membership card in order to satisfy them.
5. By means of marketing strategy such as advertisement, personal selling, promote sales, public relations andprocess management, showing and so on, we will achieve target of private coach selling. Fitness clubs almost never consider prompting public fitness. They should devote themselves to popularize private coach.
6. There is short of professional managers in Changsha city. So I advise they should absorb administration knowledge and experience of advanced fitness clubs by various methods. It' s essential to strengthen client relationship management, they can employ system of customer relationship management (CRM) to manage clients archives replacing old card management system.
通过采用文献资料法、访谈法、问卷调查法、数理统计法等研究方法,对长沙市体育健身俱乐部健身私人教练营销现状展开调查,结果发现私人教练的营销现状存在以下主要问题:私人教练的职业定位不全面,企业经理人对私人教练在服务传递中的作用认识存在偏差,缺乏良好的培训体系,对私人教练的生涯规划重视不足,法规体系的建设滞后,营销的手段单一等问题。研究认为:
1.目前长沙市购买私人教练服务主要是高需求、高消费者,而高需求、低消费才是四个群体中占主导地位的消费群体,将市场定位到此类消费群体是营销的重点。
2.长沙市已基本具备发展私人教练服务的环境。但长沙市私人教练专业水平良莠不齐,整体水平不高,私人教练培训市场混乱,从而认证审定也缺乏可信度,人们对私人教练服务的满意度不高。
3.已经初步实行多种会籍类型并存的会籍经营模式,吸引各种类型的消费者。会员证分为月卡、年卡、次卡等多种形式,私人教练的服务根据会员证的不同的定价,价格不等,以满足客户的需求。
4.长沙市目前的私人教练服务项目尚处于产品生命周期的导入期,可以采用中等价格和大力促销的策略,同时采用直销和中介机构两种渠道来完成销售,使顾客感到风险不高而乐于购买。同时筛选一些对新服务感兴趣的顾客,直接与他们沟通,使他们能做出最初的积极反应。
5.通过广告、人员推销、促销、公共关系以及过程管理、有形展示等多方面的策略制定来完成促销和沟通策略。俱乐部仅仅推行全民健身的思维是不够的,应该在俱乐部推广全民私人教练,把人人需要健身再深入到人人需要私人教练。
6.长沙市健身俱乐部的管理经营人才缺乏。建议通过各种途径学习先进的健身俱乐部运营管理的知识,重视客户关系管理,将会员档案数据库由卡片管理向CRM软件管理过渡;私人教练CRM管理与俱乐部CRM管理间的协调。
With the development of the economy in Changsha, the improvement of people' s living standards and the increase of leisure time, the consciousness of "Pay of health" become deeper and deeper, the requirement of fitness consumption is increasingly, and so it' s the important criterion of fitness industry searching for quality services to provide special fitness contents and places . Because of obviously substitution of service product of fitness industry, it demands more excellent services compared with other service industries. Private coach is the most important member of providing services for fitness industry. They offer fitness consumers with optimal technique, and deliver superior service of enterprise to them. In some content, when service being focus of fitness industry, people would understand the importance of culture and development of private coach. However private coach only has a short history in Changsha, so it still has many Problems. For example, there are deviations in business managers' understanding of private coaches' action in the transfer process of service, their understanding of the occupational location of private coaches is lopsided, and lack of an effective training system, the plan for private coaches' career isn' t paid enough attention to and so on. there are many shortness of quality, purchase and use of private coach service, the methods of selling are singleness, and so on. On the basis of the analysis, his article gives the following countermeasures:
1.The analysis of consumers shows that only the people having high or steady level income and fashion living style will choose private coach services. However it would be Civilian model with the improvement of economy.
2. By investigation, Changsha has been the city to be appropriate for development of private coach services. But the total level of expertise of Changsha private coach is not high, and differential to each other. Training market of private coach stay disorderly, so that It's hard to trust certificate in hand of private coach. there is disparity in private coach service of Changsha compared to Beijing, Shanghai, Guangzhou, and et al. I suggest that regulatory training association should be established by government to tackle the relationship of service and management well for set up a orderly, brisk, successful market.
3.Now the project of Changsha' s private coach services is on the condition of being at early stage of life cycle of product, we can take measure of using midrange price and heavy sales promotion, meanwhile, and take advantage of two channels as straight pin and intermediate institution to make consumers be most willing to purchase private coach services. At the same time, we communicate directly with consumers whom are interested in new service item, for that once they response fervently, It is tendentious to attract more consumers.
4. We should take varied membership selling mode to appeal to every kind of consumers. Themembership card include one-time , monthly, yearly one, the price of private coach card can be fixed according to different membership card in order to satisfy them.
5. By means of marketing strategy such as advertisement, personal selling, promote sales, public relations andprocess management, showing and so on, we will achieve target of private coach selling. Fitness clubs almost never consider prompting public fitness. They should devote themselves to popularize private coach.
6. There is short of professional managers in Changsha city. So I advise they should absorb administration knowledge and experience of advanced fitness clubs by various methods. It' s essential to strengthen client relationship management, they can employ system of customer relationship management (CRM) to manage clients archives replacing old card management system.
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