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Commercializing Fitness Activities- An Analysis of Guangzhou City Commercial Health Clubs’ Business Operation and Consumer Behaviors

Sheahan, Christopher
http://rave.ohiolink.edu/etdc/view?acc_num=osu1499037283014734

Abstract Details

2017, Master of Arts, Ohio State University, East Asian Languages and Literatures.
Since Deng Xiaoping’s economic reform policies of 1978, China has experienced great economic prosperity which has impacted the lives of the Chinese people. Westernization and modernization have further brought about new challenges and opportunities regarding health and fitness in the Chinese community. In recent years, especially given the popularity of the Olympics and government healthcare reforms, there is an increase of consumption for the health and fitness sector. The purpose of this study is to identify marketing strategies and operations implemented by commercial health and fitness clubs as well as determine exercise habits and consumer behaviors of members and non-members. Utilizing interviews with gym employees as well as observation, it can be determined that gym pricing is heavily based upon price wars and negotiations, which is unique to the Chinese market. Furthermore, surveys were used to determine the fitness consumption of both gym members and non-members. Likert scales were used to determine reasons why people exercise as well as satisfaction in health clubs service and ability to assist members in their fitness goals. The results of both sections were used to identify current market challenges and to provide recommendations for improvement. This information may be useful in adapting new strategies to draw in more members and increase retention rates among commercial health clubs.
Xiaobin Jian (Advisor)
Galal Walker (Committee Member)
58 p.
Asian Studies
Commercial Health Club; Consumer Behavior; Exercise; Chinese

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Citations

  • Sheahan, C. (2017). Commercializing Fitness Activities- An Analysis of Guangzhou City Commercial Health Clubs’ Business Operation and Consumer Behaviors [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1499037283014734

    APA Style (7th edition)

  • Sheahan, Christopher. Commercializing Fitness Activities- An Analysis of Guangzhou City Commercial Health Clubs’ Business Operation and Consumer Behaviors . 2017. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1499037283014734.

    MLA Style (8th edition)

  • Sheahan, Christopher. "Commercializing Fitness Activities- An Analysis of Guangzhou City Commercial Health Clubs’ Business Operation and Consumer Behaviors ." Master's thesis, Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1499037283014734

    Chicago Manual of Style (17th edition)

osu1499037283014734
946
© 2017, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.