可行性报告：评估是否有可能在中国开设一个健身房

Abstract摘要

这项研究是可行性研究报告，以评估是否有可能在中国开一个健身房。作为研究背景显示的证据，就可以打开，因为巨大的市场潜力在中国的健身房。因此，本研究的这一主要目的是找出最佳的目标客户和市场营销的发展战略由相关营销理论的援助在中国开设一间健身房。本研究使用混合的研究方法，收集和分析都主要数据和次要数据。基于所有的分析结果，这项研究支持，这是可行的四川成都中国开一个健身房。此外，开发合适的市场策略的一些详细的建议提出。
This research is a feasibility report to evaluate whether it is possible to open a gym in China. As the evidence shown in the research background, it is possible to open a gym in China because of the great market potential. Therefore, this main aim of this research is to figure out the optimal target customers and marketing development strategy for opening a gym in China by the aid of relevant marketing theories. This research uses mixed research methods and both primary data and secondary data were collected and analysed. Based on all of the analytical results, this research supports that it is feasible to open a gym in Chengdu, Sichuan China. Furthermore, some detailed proposals for developing a suitable market strategy are put forward.
 
Chapter 1-Introduction
1.1. Industry background
1.1.1. The history of gym industry
古希腊被认为是世界体育场馆的起源。据历史记载，几千年前的古希腊，人们喜欢做体育锻炼，，尤其是做练习在一起。有很多特别的地方为他们做运动在古希腊。但是，正常的公共场所不能帮助他们抵御恶劣的天气。其结果是，最早的体育场馆是由古希腊的政府成立。政府有他们的想法，当他们建造的最早的体育场馆。他们试图鼓励公民建立自己的身体。当然，这些体育场馆被指控是免费的。古希腊的政府提供健身房的目的是提供战争和公共游戏（例如古代奥运会）服务。可以肯定的是最早的体育场馆只需要简单的设施和设备。这些相关设备不能与目前的体育场馆“（萨克雷，2011）进行比较。Ancient Greece is regarded as the origin of world gyms. According to historical record, thousands of years ago in ancient Greece, people love doing physical exercise, especially doing exercises together. There are many special places for them to do exercise in ancient Greece. However, normal public place cannot help them to resist the bad weather. As a result, the earliest gyms were set up by the government of Ancient Greece. Government had their mind when they built the earliest gyms. They tried to encourage citizens to build up their body. Of course, these gyms were charged for free. The purpose of Ancient Greece government to offer gyms is providing services for war and public games (e.g. ancient Olympic Games). It is sure that the earliest gyms just have simple facilities and equipment. Those related equipment cannot be compared with present gyms’ (Thackeray, 2011).

Contents
Acknowledgements 3
Abstract 4
Chapter 1-Introduction 5
1.1. Industry background 5
1.1.1. The history of gym industry 5
1.1.2. The development of gym industry 5
1.1.3. The Chinese gym industry 6
1.2. Marketing background 7
1.2.1. The demands of physical exercise 7
1.2.2. The demand of guy in China 7
1.3. Research questions 8
1.4. The structure of the dissertation 9
Chapter 2- Literature Review 9
2.1. Introduction 9
2.2 Marketing research 10
2.2.1 Macro environmental research 10
2.2.2 Micro environmental research 10
2.2.3 Consumer behaviour research 11
2.3 Marketing segmentation 14
2.3.1 Demographic variables 15
2.3.2. Geographic variables 20
2.4. Marketing mix strategy 20
2.5. Conclusion 20
Chapter 3- Methodology 21
3.1. Research philosophy 21
3.2. Research methods and data collection 22
3.3. Interview question design 24
3.4. Ethical consideration 25
3.5. Data analysis 25
3.5.1. Quantitative data analysis 25
3.5.2. Qualitative data analysis 26
3.6. Conclusion 27
Chapter 4- Data analysis and discussion 27
4.1. Introduction 27
4.2. Macro environment analysis 27
4.3. Marketing segmentation 29
4.4. Understanding the target customers 30
4.4.1. Self-concept 30
4.4.2. Lifestyle 31
4.4.3. Motivations of participate in sports 31
4.4.4. Barriers of doing sports in gyms 32
4.5. Conclusion 32
Chapter 5- Conclusion 33
5.1. Proposed marketing mix strategy of opening a gym in China 33
5.1.1. Product 33
5.1.2. Price 33
5.1.3. Promotion 34
5.1.4. Place 34
5.1.5. People 34
5.2. General management implications 35
5.3. Limitations 35
References 37
Appendices 43

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