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随着社会的进步和人们生活水平的提升，健康问题日益成为公众关注的核心议题。在此发展背景下，全球的体育产业规模也在不断扩大，在此发展浪潮下我国的体育产业结构也持续优化。近年来以体育产业为核心的服务业增量趋势明显，其中，健身俱乐部的市场发展也有了实质性突破与进步，成为了体育产业的一个重要组成部分。但我国健身俱乐部在发展和服务方面还存在同业之间竞争激烈、缺乏统一的行业标准、虚假宣传、健身俱乐部布局不合理、健身服务项目单一等问题。

本文以定西市NG健身俱乐部为研究对象，首先基于7Ps理论、体验营销理论对该健身俱乐部目前营销策略现状进行研究分析，在对健身俱乐部实地走访的基础上与管理层开展访谈并向现有会员发放问卷调查的基础上，发现该俱乐部目前存在的开设课程内容形式单一、会员卡价格设定不合理、营销渠道单一局限性强、促销手段利用成效不佳、综合人才紧缺短板突出、服务设施流程急需改善、有形展示信息不够全面等问题。紧接着运用PEST分析方法对该健身俱乐部所处的宏观营销环境进行研究分析，随后运用波特五力分析模型评估其微观营销环境，以SWOT分析法对其面临的外部机会和威胁、内部优势和劣势进行深入分析。

最后，本文基于STP策略为定西市NG健身俱乐部的目标市场进行市场细分和市场定位分析，确定了该健身俱乐部的主要目标市场为周边企事业单位员工、周边在校大学生以及住宅区居民等群体。并在此基础上从产品、价格、渠道、促销、人员、有形展示以及过程管理7个方面提出具体的营销策略改进建议。此外，为保证策略优化建议能够落地实施，还为定西市NG健身俱乐部拟定了完善组织架构、强化人力资源、优化财务保障、提高技术保障等4个方面的详尽保障措施，使该健身俱乐部提高自身营销能力，在有效吸引潜在客户群体的同时，不断增强市场竞争力，从而促进定西市NG健身俱乐部实现可持续长远的发展。

With the progress of society and the improvement of people's living standards,health issues have increasingly become the core issue of public concern.In the context of this development, the scale of the global sports industry is also constantly expanding, and the structure of China's sports industry continues to optimize under this wave of development. In recent years,the incremental trend of the service industry with the sports industry as the core is obvious, among which, the market development of the health club has also made substantial breakthroughs and progress, and has become an important part of the sports industry.However, there are still some problems in the development and service of health clubs in China,such as fierce competition among the same industry, lack of unified industry standards, false publicity, unreasonable layout of health clubs,and single fitness service projects.

In this context,This paper takes NG Fitness Club of Dingxi City as the research object.Firstly,based on 7Ps theory and experiential marketing theory,this paper studies and analyzes the current marketing strategy of the fitness club.On the basis of field visits to the fitness club,interviews with the management and sends questionnaires to existing members,It is found that the existing problems of the club include single course content and form,unreasonable membership card price setting, single marketing channel and strong limitation, poor use of promotional means,outstanding shortage of comprehensive talents,urgent improvement of service facility process,and insufficient visible display information.Then, the macro-marketing environment of the fitness club is studied and analyzed by using PEST analysis method,and then the micro-marketing environment is evaluated by using Porter's Five forces analysis model, and the external opportunities and threats,internal advantages and disadvantages are deeply analyzed by SWOT analysis method.

Finally,based on STP strategy, this paper analyzes the market segmentation and market positioning of NG Health Club in Dingxi City, and determines that the main target market of the health club is the employees of surrounding enterprises and institutions, surrounding college students and residents in residential areas.On this basis, the author puts forward some suggestions on improving marketing strategy from seven aspects: product, price, channel, promotion, personnel, visible display and process management. In addition, in order to ensure that the strategy optimization suggestions can be implemented, detailed safeguard measures have been drawn up for Dingxi NG Fitness Club in four aspects,including improving the organizational structure, strengthening human resources, optimizing financial security and improving technical support, so that the fitness club can improve its marketing ability,effectively attract potential customer groups, and constantly enhance market competitiveness. In order to promote Dingxi NG Health Club to achieve sustainable long-term development.