Empirical Study of Sports Fitness Industry Based on SWOT Analysis

As a rising industry, the Chinese sports fitness industry has tremendous developing space and potential with the Chinese athletic equipment manufacture as its pillar industry. Sports fitness has become fashionable; it is the important embodiment of social civilization and progress. This study selected thirteen Chongqing sports fitness club as the research object, through the questionnaire survey, field visit, individual interviews and SWOT analysis, to understand both the internal and external conditions of sports fitness industry of Chongqing. Reveal the superiority and inferiority in microenvironment and microenvironment of Chongqing sports fitness industry by means of building Matrix, and formulate appropriate marketing programs for the sport fitness industry. Results show that: 1) the fitness industry in Chongqing, and external environment is superior, the internal environment is good, and it is the best opportunity for the sport fitness industry of Chongqing; 2) the sport fitness industry of Chongqing present defects that gym membership population is limited, the scale of fitness club and the number of professional fitness instructor is small. In the club, and the fierce price competition is of disorder. These factors are adverse to exercise the healthy development of the sport fitness industry. Therefore, this paper puts forward the countermeasures of development of sport fitness industry: 1) Rely on advantages, use the opportunity; 2) Use the opportunity, overcome the disadvantages; 3) Rely on advantages, avoid threats; 4) Reduce the weakness, avoid threats. With the development of sports fitness the advice is: 1) change the sport fitness industry service different marketing concepts; 2) improve fitness club service quality; 3)sport fitness club, strengthen construction of brand image; build fitness; 4) flexible marketing strategies for fitness.