RELATIONSHIP BETWEEN MODERN FORMS OF MARKETING, BRANDING, AND SALES IN THE FITNESS INDUSTRY

IF 0.2 Q4 SPORT SCIENCES Kinesiologia Slovenica Pub Date : 2021-12-29 DOI:10.52165/kinsi.27.3.83-94
Vojko Vučković
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Abstract

The fitness center industry is growing year after year and marketing is becoming more challenging. Especially in recent years, when communication is shifting to digital channels. We have reviewed all research resources that have studied the relationships between digital marketing, branding and sales in the fitness industry from 2010 to 2020. Three different databases (Pubmed, Sciencedirect, Ebscohost) and grey literature identified 482 potential articles, of which 28 were relevant. We found researchers strongly recommend fitness centres use digital channels and social networks to communicate with their members. The researchers cited Facebook as a great way to create value for the fitness centre brand and indirectly increase the chances of buying fitness memberships. Instagram has a similar effect, with the fitness industry primarily advising to engage with influencers. Marketing through digital channels and technology innovations greatly contributes to branding and the sales of fitness services, so fitness centres should integrate digital marketing as a key part of marketing activities.
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现代形式的市场营销、品牌推广和健身行业销售之间的关系
健身中心行业正逐年增长,市场营销也变得越来越具有挑战性。尤其是近年来,当通信正在向数字渠道转移时。我们回顾了2010年至2020年健身行业数字营销、品牌和销售之间关系的所有研究资源。三个不同的数据库(Pubmed、Sciencedirect、Ebscohost)和灰色文献确定了482篇潜在文章,其中28篇是相关的。我们发现,研究人员强烈建议健身中心使用数字渠道和社交网络与会员交流。研究人员认为,脸书是为健身中心品牌创造价值并间接增加购买健身会员资格机会的好方法。Instagram也有类似的效果,健身行业主要建议与有影响力的人接触。通过数字渠道和技术创新进行营销,极大地促进了健身服务的品牌化和销售,因此健身中心应将数字营销作为营销活动的关键部分。
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Kinesiologia Slovenica
Kinesiologia Slovenica SPORT SCIENCES-
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