Management of Marketing in Sphere of Fitness Services

Authors

  • Valeriya Smirnova National University of Ukraine on Physical Education and Sport

Keywords:

marketing, marketing technology, fitness services, management of marketing activity

Abstract

The relevance. This article discusses the use of marketing technologies in the process of providing fitness services by commercial sports organizations; to rationalize and optimize the resources used and the development of competitive potential of these organizations, and also the popularization of services among the population. Analyzed the possibilities of organizations to conducting marketing activities to enhance competitiveness in the market of fitness services. Recognised controls of marketing activity in conditions of market relations.

Objectives of the research:

  1. To analyze the control system of marketing activity in Ukraine and in foreign countries.
  2. Define the basic elements of the control system of marketing activity and mechanisms of their introduction.
  3. Substantiate the use of technologies of management of marketing activity in the domestic commercial practice of sports organizations.

The research results. According to experience of foreign countries and analysis of the use of marketing mechanisms in Ukraine, management process of marketing activity includes several stages, namely: analysis of capabilities of the organization with the use of the SWOT-analysis, the formulation of the mission, the establishment of appropriate marketing strategy elaboration of model of market behavior, implementation, monitoring their results and the corrective action taken before and strategies. According to these positions is justified influence on the activities of domestic sports organizations and effective use of marketing technologies in the process of providing fitness services, and, as a consequence, active market development of sports and recreation services.

Conclusions. The process of effective management of marketing must be accompanied by a comprehensive analysis of various factors internal and external environment of the organization, to have, on the one parties a flexible structure dependent on the activities of competitors, and on the other a clear strategy of directly marketing activities which would satisfy the motives and needs of potential consumers of fitness services.

References

1. Зыкова В. Маркетинговые исследования «Анализ рынка фитнес услуг в Киеве и Украине» / В. Зыкова [Электронный ресурс]. – Режим доступа : http://fair-biz.com/articles/view_article/107.
2. Мічуда Ю. П. Фітнес-індустрія в Україні: проблеми та перспективи подальшого розвитку / Ю. П. Мічуда // Науковий часопис. – Серія 15 : Науково-педагогічні проблеми фізичної культури. – Вип. 2 (28)13. – 2013. – С. 77–81.
3. Степанова О. Н. Маркетинг в сфере физической культуры и спорта / О. Н. Степанова. – 3-е изд., стереотип. – М. : Сов. спорт, 2007. – 256 с.
4. Тенденция развития рынка фитнес услуг в Украине : по данным Украинской федерации фитнеса. 2011 [Электронный ресурс] Режим доступа : http://fitnessuff.io.ua/s100406/tendenciya_razvitiya_rynka_ fitnes_ uslug_v_ukraine.

Published

2015-12-30

Issue

Section

Physical Education of Different Groups

How to Cite

Management of Marketing in Sphere of Fitness Services. (2015). Youth Scientific Journal Lesya Ukrainka Eastern European National University, 20, 59-63. https://sportvisnyk.vnu.edu.ua/index.php/sportvisnyk/article/view/336