BRAND POSITIONING OF FITNESS CLUBS IN FUZHOU, FUJIAN, CHINA BASED ON CUSTOMER LOYALTY

Abstract

This study explores the brand positioning strategy of Fuzhou, Fujian, China, based on customer loyalty. Through literature review and field research, combined with quantitative and qualitative analysis methods, the influence mechanism of customer loyalty on the brand positioning of fitness club is revealed. Customer loyalty is not only directly affected by service quality and member experience, but also closely related to brand image, market positioning and customer relationship management. This study aims to provide a scientific basis for the brand positioning of Fuzhou fitness club, and also provide theoretical reference and practical guidance for the brand management in the industry.