Study on Brand Development Influencing Factors and Countermeasures of Sport Fitness Club in Central City of China

Nanchang,Wuhan,Zhengzhou are important cities in central China,and its fitness club brand development has the typical characteristics of fitness industry development in central cities of China.Taking the 36 fitness clubs of the three cities as the main object of study,through using the method of literature review,questionnaire and mathematical statistics,this paper analyzes the development condition and influencing factors of brand development of sport fitness clubs in central cities of China.The result shows that objective environment,brand management,marketing,product personality characteristics,consumer personality and lifestyle are all of the important factors influencing brand development.Therefore,it is recommended that the government should take active steps to strengthen market guide and supporting policies.Brand operators should establish the brand awareness,focus on consumers and market segmentation position,cultivate the brand personality and innovation capability.