The experience of consumer and approve a process
1, consumer perception. Discuss the object that consumer feels centrally first: Exciting. Stimulation is any material that can affect an individual to react, picture or language communicate. Choice, organization and explanation are 3 of consumer perception backside basic courses.
2, of consumer information get and handle. Processing information asks consumer passes choice, organization and explanation to feel information. However, processing information asks consumer surmounts perceptive process, consumer still must withhold information in memory and when evaluating a brand extensive reply ceases. Memorial process has the branch of long-term memory and short-term memory. Short-term memory decides like a filter what information will be withheld to be in long-term memory. The information that is stored in long-term memory is wanted into key link by the organization, the about brand, product or company connection part that it represented consumer to have. This kind of compendium is the foundation of brand or company image.
3, manner. The belief that this section discusses the education on the foundation that how is consumer handling information to concern a brand and the preference to the brand, these belief and preference decided consumer is right the manner of a brand. It is the will evaluate a brand with a kind of advantageous always or adverse means preference that consumer will acquire the day after tomorrow to the manner of the brand. Brand manner is opposite by consumer a the belief of a brand, whole to this brand is evaluated and place of trend of a behavior is comprised.
4, the aggrandizement of the manner and change. The attitude that wants aggrandizement and change customer must pay attention to strategy and method certainly, we are OK from the following 4 respects will begin:
(1) the requirement that place of change consumer attitude needs;
(2) be before buying, transform with the manner after buying provide academic guidance;
(3) the transmits strategy character of aggrandizement or change one's tune;
(4) these strategy are mixed in social problem on the brand apply.
The market always is unpredicatable, only combinative market distinguishing feature establishs the profit pattern that belongs to him enterprise, ability makes sure the enterprise is in brutal business sea " hang the sea of Yun Fan aid continuously " .
Case analysis: Grand sanded fitness: The high-grade service of par
Grand is sanded (Hosa) it is a brand of famous and recreational motion that comes from Hong Kong, have 20 old long histories. Club of grand sanded fitness (Hosasports) body of Sha Jian of Sha Jihao of subject Yu Hao is round, joy of the distinctive fitness experience that thinks consumer proffer exceeds a value, promotion, vogue, healthy fitness culture is a tenet, advocate recreational, healthy lifestyle.
Through development of nearly 10 years, grand sand is in the countrywide each district such as Beijing, Dalian, Chengdu already had club of many 70 fitness, number of accumulative total membership exceeds 300 thousand, already made domestic scale the fitness with maximum number of the biggest, membership interlinks one of orgnaizations. The high-grade fitness that parity provides for broad consumer below the premise that dimensions changes an advantage to make grand sanded fitness capable to quality serves in safeguard serves, make more people have an opportunity to enjoy the health that fashionable body building brings to them and fun.
The current situation of industry of our country gym:
Begin from 20 centuries middle period, club of western country gym started, the management of concerned gym is more mature than us also. A little large-scale gym had experienced nearly half century up to now, and the gymnastical club of our country starts at 20 centuries 80 time, opposite abroad is later, also put in particular problem on development dimensions and administrative pattern.
1998, grand sand runs the gymnastical club with advanced international mode and the gymnastical experience with fashionable international to lead Chinese market, club of first fitness of grand sanded whole nation established in Beijing, become one of gymnastical clubs that provide gymnastical service the earliest in chinese mainland market. The gymnastical market of our country still lies at that time start level, a lot of jobs still need to be perfected further, firm sports fitness market has not been formed truly, and the countryman consumes force to also rise substantially inside short time hard to gymnastic, develop the history as a result of club of fitness of our country sports at the same time very short, experience is scant, relevant policy also compares lag.
(1) sports fitness club develops lag. In last few years, body building of the whole people is begun flourishingly, the crowd that joins physical training is increasing, and the club amount that exercises for masses, the network that manages constituent club has not been formed, the consciousness that the people of the whole country enters gymnastical club to take exercise is insufficient still, the development of the development that creates sports fitness club accordingly and body building of the whole people is not corresponding, in the investigation of 10 big cities that organizes about the branch, attend what gymnastical club takes exercise to occupy 18 ％ only. And enter club activity in the country such as France, Switzerland, Japan all be in 30 ％ above, the pace that club of fitness of this enough specification our country grows is slow.
(2) the administrative system with centralized lack. Lack of club of fitness of sports of our country amateurish makes overall plans and run measure necessarily: Register a level differ; The system comes the code with necessary lack try safeguard and standard; Collect fees very much reasonable; The club condition of a few individual initiate is pallet, want to hand in cost to be able to be registered only, sports is in charge of a branch to did not restrict measure capably. High-grade club covers an area of an area too big, collect fees costly, ordinary people hard make inquires.
(3) gymnastical club construction is not perfect. Gymnastical club form is onefold, scope is little; Management is inattentive, field establishment mostly make things done with whatever is avaible, the site selection of place, decorate grade of class, environment and equipment quality to be put in the problem; The activity shows simplification on project choice, and all the year round changeless; Between the club be in basically initiative close condition, the communication that lacks each other and each other are connected; And level of knowledge of staff member major is defective wait for a problem.
The grand sand innovation about gym
(1) the bitter fleabane break out that grand sand notices body building of the whole people extends a trend, still people people is opposite healthy demand psychology, bring the new idea of healthy consumption necessarily, physical training makes the one part of daily life gradually, and " beautiful money buys health " , undertake healthy investment already was accepted by more and more person place. Because this grand is sanded,the main task of gymnastical club is to lead customer, the service releases pressure at those wanting, improve the health, be short of lack the white-collar that take exercise again. The concept of this kind of indoor gym does not have thorough popular feeling, be badly in need of wanting appropriate guiding so, so the habit that drives customer through the experience process of consumer became grand sand and even the urgent affairs of gym industry. Use market economy law at the same time, raise consciousness of masses sports fitness, in moving process the sports of change masses consumes viewpoint of value, change welfare sex sports is consumptive sex sports, steadily occupational fitness market.
(2) guide in the experience of hardware respect. The appliance of fitness having oxygen such as the ran machine of club of grand sanded fitness, elliptical machine, mountain-climbing machine, bicycle having oxygen all used international top class gymnastical brand force be good at equipment, move feeling bicycle to use international entirely star of top class brand gallop high-grade equipment, for the top grading in of all kinds equipment, for grand sand gymnastical member offerred top class fitness to experience.
(3) the guiding in environmental respect. The member that grand sanded fitness gives broad conference hard creates a comfortable, high-grade, recreational fitness environment, grand is so sanded the gymnastical club design from place each detail till shower room, all reflected the consideration of meticulous to the member in a subtle way. Whole house is decorated all use high level fixed position, 4 big themes are set to be held independently inside room, appliance division is open and capacious, panoramic connect fully, move lamplight of feeling bicycle area and acoustics to make try distinctly listen to a shock, the gymnastical effect that the system with illicit professional and professional man-to-man guidance, advanced teaching measures equipment, perfect fitness to plan to ensure a member to attain ideal, water, book, Internet bar, VIP rests the service facilities such as the area and rich insider activity satisfy the need that the member lies fallow and communicates, sound of nourishment of dress of grand sanded fitness and gymnastical things, fitness, fitness resembles goods waiting for have everything that one expects to find of commodity of of all kinds fitness, contented fitness membership is one-stop consumptive need. The member that joins grand sanded fitness can become the VIP member of grand sanded dress instantly, the privilege that enjoys grand sanded dress serves.
(4) the government that uses specializationed guidance and standardization will lead customer. Gymnastical club cannot be engaged in the guidance that gymnastical club is engaged in with the method of education of pure institute type, ask the member of political instructor and disparate arrangement of ideas is contacted directly however, accordingly they not only want on the technology comprehensive, want in character perfect, more important is the diverse demand of contented everybody. The political instructor that holds the position of a club must groom through professional technology, hold mount guard of eligible grade certificate ability. The political instructor of grade certificate still should use leisure time to press the regulation of national sports total bureau to undertake sequel grooms regularly. Carry out a proof, have a quality comprehensive, technology the team of social political instructor with masterly, excellent way is the crucial place that makes sure club health develops.
Current, the preeminent coach group that grand sand had established a home to precede and perfect coach groom supportive system, the accords with Asian characteristic unique course system that owns synchronism of an as advanced as international level, have powerful course to develop ability, rich and effective course makes membership of broad grand sanded fitness enjoys gymnastical pleasure adequately.
At the same time grand sand still built perfect astral class to serve a system, all employee of grand sanded fitness all need to pass systematization, standardization, specialization groom, employee mount guard all needs to pass rigorous assessment; Grand sand still used home's most advanced administrative software system, the standardization that ensured the member that grand sanded fitness can give broad grand Sha Jian body to offer meticulous in a subtle way thereby, standardization, specialization service.
(5) with gym chain management means consolidates brand. In home, the name of new gym emerges in endlessly, this also is revealing the aspect of the phenomenon with whole fitness mature with each passing day market and flourishing; However this phenomenon is worth us to think however, because it represented gym distributor,course of study changes the primary level in mode. So far, some clubs still are mixed in the plan conception phase, some realized an area possibly or cross a region " small chain " , but the chain of this and real significance still has certain difference, the reason is summing up promotion of an advertisement conduct propaganda, market, professional technology to groom truly at still failing and the mode that the club manages daily changes a course.
Chain mode turns current gym brand, the person that offset is expended, the brand means the assurance of service quality, lead customer through brand experience then. No matter be homebred,still be the gym of foreign brand, the gym that can be him brand can be had at a draught take the administrative experience that uses, flow and unified ad plan and market promotion plan, unified employee to groom etc, raise each job effectively to specialization degree, affect the quality that works to each directly thereby; The form that the club network of different spot is distributed, will give customer " connect add take " convenient feeling, this is undoubtedly accept gymnastical club to consumer another promote.
Chain core (high-definition graph illicit chats) ! ~
