在社会发展进步飞速发展的背景下，人们对健身的重视程度不断提高，健康观念越来越受到重视。在全民健身的大环境下，越来越多的人积极参与到体育活动，并引发了一股健身热。但各地区的政策、消费水平、客户特征等诸多因素使得很多地区的体育行业营销工作开展受到阻碍，从长远角度来看，体能健身市场的发展趋势仍然很好。因此，如何制订有效的市场营销战略来推动Y体能健身公司的可持续发展就显得非常关键。
本文运用7P与STP的相关原理，根据Y体能健身公司的实际运营状况，进行了深入的剖析，明确其中存在的问题。在此基础上，对Y体能健身公司会员进行了问卷调查，从而根据问卷数据制定切实可行的市场营销战略，帮助Y公司在业内站稳脚跟、持续发展。不仅如此，还从宏观环境、市场环境等不同的环境入手，对Y体能健身公司存在的问题进行了归纳和总结，并从多个层次对现有的营销策略问题进行了深刻探讨。根据上述的研究结果，除了常规的7P营销战略之外，还运用STP模式对其所属的体能健身服务产业进行了细分，找到了其产品的目标市场。
根据上述问题，结合体育事业、健身事业的发展特征，给出了Y体能健身公司的市场营销战略改进方案。第一是确定了市场的定位，确定了多个不同的市场区域。比如开拓青少年群体，建立不同价位的商品定位等。第二，重点发展特色的商品，比如开设特色课程、推出专用营销卡片等。第三，要有弹性的定价战略，例如时段定价、身份定价等。第四是拓展营销渠道，比如成立专业的线上分销、异业联盟等。第五，采取多种促销方式，比如线上促销、二次促销等。为保证Y体能健身公司的市场营销战略的成功执行，还从运营管理、人力资源管理和财务管理三个方面建立了相应的管理制度。鉴于当前学界多侧重于发展中的健身市场战略，而对健身行业的相关问题则相对缺乏，因此，本论文在某种意义上为我国的健身俱乐部市场战略提供了借鉴。

Against the backdrop of rapid social development and progress, people's emphasis on fitness is constantly increasing, and the concept of health is receiving increasing attention. In the context of national fitness, more and more people are actively participating in sports activities, which has sparked a fitness craze. However, many factors such as policies, consumption levels, and customer characteristics in various regions have hindered the development of sports industry marketing in many regions. From a long-term perspective, the development trend of the physical fitness market is still very good. Therefore, how to formulate an effective marketing Marketing strategy to promote the sustainable development of Y Fitness Company is very critical.

This article applies the relevant principles of 7P and STP, and conducts in-depth analysis based on the actual operation status of Y Physical Fitness Company, clarifying the existing problems. On this basis, we conducted a questionnaire survey on members of Y Fitness Company, so as to formulate a practical Marketing strategy based on the questionnaire data, and help Y Company to stand firm and develop continuously in the industry. Not only that, but also starting from different environments such as macro environment and market environment, the problems existing in Y Physical Fitness Company were summarized and summarized, and the existing marketing strategy issues were deeply explored from multiple levels. According to the above research results, in addition to the conventional 7P Marketing strategy, it also used the STP model to subdivide its physical fitness service industry, and found the target market of its products.

According to the above problems, combined with the development characteristics of sports and fitness undertakings, the improvement plan of the marketing Marketing strategy of Y Fitness Company is given. The first is to determine the market positioning and identify multiple different market regions. For example, expanding the youth group and establishing product positioning at different prices. Secondly, focus on developing distinctive products, such as offering specialized courses and launching specialized marketing cards. Thirdly, there should be flexible pricing strategies, such as time slot pricing, identity pricing, etc. The fourth is to expand Marketing channel, such as establishing professional online distribution, cross industry alliance, etc. Fifth, adopt various promotional methods, such as online promotions, secondary promotions, etc. In order to ensure the successful implementation of the marketing Marketing strategy of Y Fitness Company, corresponding management systems have been established from three aspects of operation management, human resource management and financial management. Given that the current academic community focuses more on developing fitness market strategies, while there is a relative lack of relevant issues in the fitness industry, this paper provides a reference for China's fitness club market strategy in a sense.