通过对影响西安市健身俱乐部女性消费群体消费因素深入地分析研究,对正确把握体育消费者的行为、市场目标的选择和体育市场营销活动的运作提供有益的参考。随着西安市女性人均可支配收入的节节攀升、生活质量的普通提高,她们的消费点数将日益高涨。为不断提高市场占有率,各种健身俱乐部尤其是大型的俱乐部愈加意识到细分体育消费市场的重要性,对消费者实行不同营销战略。 Through in-depth analysis of the factors affecting the consumption of female consumer groups in Xi’an Fitness Club, it provides a useful reference to correctly grasp the behavior of sports consumers, the choice of market targets and the operation of sports marketing activities. With the rising per capita disposable income of women in Xi’an and the ordinary improvement of the quality of life, their consumption points will rise day by day. In order to continuously improve market share, various fitness clubs, especially large-scale clubs are increasingly aware of the importance of segmenting the sports consumer market and implementing different marketing strategies for consumers.