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随着我国市场经济持续、快速的发展,居民的文化生活水平也在提升,尤其是居民对健身活动的需求急剧增长,使得健身娱乐市场蕴涵着巨大的发展潜力。健身俱乐部是我国体育产业的重要组成部分,是推行全民健身、培养人们良好健身意识、终身健身习惯和体育能力的重要场所。文章通过对盐城市健身俱乐部的现状进行调查,并在此基础上,运用现代市场营销的理念和方法对地级市健身俱乐部的培育与发展提出具体对策。
With the continuous and rapid development of China’s market economy, the residents’ cultural life level is also on the rise. In particular, the demand for fitness activities by residents has risen sharply, making the fitness and entertainment market contain enormous potential for development. Health club is an important part of China’s sports industry, is an important place to promote the nationwide fitness, cultivate people’s good fitness awareness, lifelong fitness habits and sports ability. Based on the investigation of the status quo of the fitness club in Yancheng City and through the concept and method of modern marketing, the article puts forward specific countermeasures for the cultivation and development of fitness clubs in prefecture-level cities.