莫派斯健身俱乐部crm应用分析

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1、英派斯健身俱乐部CRM应用研究AbstractWiththesocialdevelopmentandimprovementofpeople‘Shealthawareness，thehealthfitnessclubhasbecomeoneofthemainplacesforpeople’Sconsumptionforhealth．Sportsindustry,asabranchoftheserviceeconomy,hasachievedcertaindevelopmentbutitstillhasmanyproblems．Anenormousgapremainsbetweentheadvan

2、cedcountriesandourcountry,suchasfewernumberoffitnessbrands，unevengeographicaldistributionofthebrand，homogeneity,lowbrandloyaltystructureetc．Alterdecadesofrapiddevelopment，fiercecompetitionshavebecomepopularbetweenfitnessclubsinChina．Soitisveryimportantforfitnessclubstoretaintheircurrentcustomers，imp

3、rovecustomers’royalty,whichisthemainpurposeofthestrategyofCRM(CustomerRelationshipManagement)．However,tilltheendof1999，CRMhasjustbeenconcernedbyseveralinvestors，nmiveandforeignsoftwarecompaniesandpeoplefromITindustry,applicationindustry．CRMapplicationshasjuststartedinthefitnessindustryandduetohealth

4、careproducts’thespecificity(pre-paidcustomers，thelong．termservicecontract，serviceandconsumptionatthesametime，etc．)，wecanhardlyfindthepropercustomizedCRMforfitnessclub．Furthermore，thereisnocorrespondingCRMmodulecallhelpfitnessclubtocollectingimportantdatasuchasclubmembers’fitnessgoals，theirconsumingp

5、referenceandtheirexercisehabits，whichcannotbeimplementedforfurtherdataminingandpersonalizedservice．Therefore，basedonthereferencebooksandinterviewswithexpertsinthisindustry，IWIgStryingtofindandanalyzetheexistingmanagementissuesandproblemsofthecaseofImpulseFitnessCenterthroughCRMperspective．Atthesamet

6、ime，throughthedevelopmentofaquestionnaireandahealthclubassociatedconsumersurveyandanalysis，combiningthefunctionsofthecurrentCRaMsystem，Idesignedatailor-madeCRMsystemforImpulseFitnessCenter．ThissystemiSincludingtheoverallsystemarchitecture，thedesignofspecialfunctionmodules(customers’fitnessgoals，fitn

7、essplansand3■jt．0＼，一∥一太，二，√y义．，、再，札，冀}}LrLn．、rf．，：l-强l、茹j；，，；英派斯健身俱乐部CRM应用研究fitnesshabitspreferencemanagement)，someCRMbuildingissues(theintegrityofdatacollection，dataauthenticity)andcorrespondingpolic