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Frontiers in Educational Research, 2020, 3(4); doi: 10.25236/FER.2020.030403.

The Implication of 4cs Marketing Theory to the Fitness Club


Weiqin Chen

Corresponding Author:
Weiqin Chen

Jiangxi Normal University, Nanchang Jiangxi 330022, China


Sports development is developed with the development of society and economy, the development of fitness clubs in the category of sports is also closely related to social development. With the rapid development of the economy and the vigorous promotion of the state, the fitness club industry has a good opportunity for development. But in the development of the fitness club for more than ten years, there are also many problems. In this paper, the methods of literature, questionnaire, interview and logical analysis are used. Through the understanding of 4Cs marketing theory, the investigation and analysis of the development of the traditional gymnasium in China shows that there are the following problems in the construction of the fitness club, Such as: not to the membership interests in the highest, not very well play coach advantage or coach can not mobilize the work enthusiasm, the club in the operation process from the early heart lead fuzzy positioning, the vicious competition within the industry, lack of management talent, business philosophy and other birth defects.


4cs marketing theory; Fitness club; Build

Cite This Paper

Weiqin Chen. The Implication of 4cs Marketing Theory to the Fitness Club. Frontiers in Educational Research (2020) Vol. 3 Issue 4: 11-15. https://doi.org/10.25236/FER.2020.030403.


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