{"title":"在制定健身俱乐部战略时应用营销审计的特点","authors":"N.V. Sereda","doi":"10.31392/udu-nc.series15.2024.3(175).30","DOIUrl":null,"url":null,"abstract":"The article presents the results of the conducted research on the peculiarities of the application of marketing audit in the development of the marketing strategy of a fitness club. The main reasons why it is necessary to conduct a systematic marketing audit of the activity of a fitness club are given. It was determined that focus groups are the most common qualitative method of marketing audit of fitness clubs - 82.3%. The peculiarities of the use of marketing audit in the activity of a fitness club were characterized, namely, it was established that it was most often used to study trends in the development of the fitness club market (83.40%), and least often - to analyze the activities of competitors (34.50%). The main indicators that must be used when conducting a marketing audit of a fitness club have been formed: performance indicators of tactical and long-term measures; indicators characterizing the degree of influence of environmental factors; indicators reflecting the use of human resources; indicators characterizing the organization of marketing activities; indicators characterizing the achievement of goals and the implementation of the strategy of the fit ness club.","PeriodicalId":507564,"journal":{"name":"Scientific Journal of National Pedagogical Dragomanov University. Series 15. Scientific and pedagogical problems of physical culture (physical culture and sports)","volume":"180 ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Features of the applicatuion of mareyting audit in the developmenr of a fitness club strategy\",\"authors\":\"N.V. Sereda\",\"doi\":\"10.31392/udu-nc.series15.2024.3(175).30\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The article presents the results of the conducted research on the peculiarities of the application of marketing audit in the development of the marketing strategy of a fitness club. The main reasons why it is necessary to conduct a systematic marketing audit of the activity of a fitness club are given. It was determined that focus groups are the most common qualitative method of marketing audit of fitness clubs - 82.3%. The peculiarities of the use of marketing audit in the activity of a fitness club were characterized, namely, it was established that it was most often used to study trends in the development of the fitness club market (83.40%), and least often - to analyze the activities of competitors (34.50%). The main indicators that must be used when conducting a marketing audit of a fitness club have been formed: performance indicators of tactical and long-term measures; indicators characterizing the degree of influence of environmental factors; indicators reflecting the use of human resources; indicators characterizing the organization of marketing activities; indicators characterizing the achievement of goals and the implementation of the strategy of the fit ness club.\",\"PeriodicalId\":507564,\"journal\":{\"name\":\"Scientific Journal of National Pedagogical Dragomanov University. Series 15. Scientific and pedagogical problems of physical culture (physical culture and sports)\",\"volume\":\"180 \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-03-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Scientific Journal of National Pedagogical Dragomanov University. Series 15. Scientific and pedagogical problems of physical culture (physical culture and sports)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.31392/udu-nc.series15.2024.3(175).30\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Scientific Journal of National Pedagogical Dragomanov University. Series 15. Scientific and pedagogical problems of physical culture (physical culture and sports)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.31392/udu-nc.series15.2024.3(175).30","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Features of the applicatuion of mareyting audit in the developmenr of a fitness club strategy
The article presents the results of the conducted research on the peculiarities of the application of marketing audit in the development of the marketing strategy of a fitness club. The main reasons why it is necessary to conduct a systematic marketing audit of the activity of a fitness club are given. It was determined that focus groups are the most common qualitative method of marketing audit of fitness clubs - 82.3%. The peculiarities of the use of marketing audit in the activity of a fitness club were characterized, namely, it was established that it was most often used to study trends in the development of the fitness club market (83.40%), and least often - to analyze the activities of competitors (34.50%). The main indicators that must be used when conducting a marketing audit of a fitness club have been formed: performance indicators of tactical and long-term measures; indicators characterizing the degree of influence of environmental factors; indicators reflecting the use of human resources; indicators characterizing the organization of marketing activities; indicators characterizing the achievement of goals and the implementation of the strategy of the fit ness club.