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Abstract
Following the rise of health awareness and the development of Taiwan society, people nowadays are putting more and more emphasis on their own physiques and body shapes. The demand for fitness has come to another new level. Looking back to our history, the fitness industry first flourished during the 1990s, and then hit the bottom in 2007 because the biggest gym chains Alexander went bankruptcy without any warning. This severely frustrated the whole market, as well as customers trust toward all the prepaid gym chains, the market was dead and all the multinational companies retreated from Taiwan market back at the time. Until the recent year, the fitness industry gradually revives from ashes and now it has become almost a national movement to exercise and stay fit and healthy. The gym industry is now a star business and will soon be booming everywhere. This study takes Bear Fit as an example and tries to figure out how Bear Fit can stand out among all the competitors by formulating the right marketing strategies.
The gym industry covers several of ranges from muscle gain, weight loss, body sculpture, posture adjust, diet control to all kinds of the purpose-oriented training package (marathon, triathlon, mountain climbing, and golf.). Yet the core value of the gym, which means if the gym wants to succeed, still depends on how it provides irreplaceable services for members and helps members achieve their fitness goals. Relatively, a gym can only go into a price war which ends up closing if it cannot find its own core value.
All the modern gyms in Taiwan nowadays, follow the same pattern and do the same routine. The study will go over all the marketing strategies and induct the most effective way of developing business for Bear Fit.
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