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Department of Management and Journalism，Capital Institute of Physical Education，Beijing，China
Introduction ：With consulting a great deal of literature data and using methods of questionnaire survey，logic analysis and numeral statistics，this thesis has made a preliminary analysis on the present management situation of some fitness route enterprises in our country in seven aspects including the basic situation，the ability in production and research and the characteristics of the production，the after-sale service，the production price，the measures of promotion，sales channels，the reflection of the consumers to the production and the enterprises.It also makes a preliminary forecast and gives some countermeasures on the future development of the fitness route enterprises in our country.
Methods ：Literature review，questionnaires，interview，comparative study and mathematical statistics.
Results ：The present situation of some fitness route enterprises is as follow.
First，there are seven enterprise are the civil or joint venture.The enrolling capital of these enterprises is all above 100 million.They have strong competition ability in the same industry at home，but are deficient in the international competition ability.
Second，they own some eligible productions checked up by the Quality Supervision Centre of the National Sports Goods，and accord with demand in the GB19272.There are great differences quantitatively.The production is insured.While the Impulse，the Orient，the Good family and the Tong Xin have more devotion.The proportion between the research staff and the capital is certain，but the difference is great.Research staff majored in sports is absent.There are limitation in the safety，rationality and the integrity in some degree.
Chart 1 the basic condition of the research facilities in these companies
Third，many problems lie in the after-sale service.The enterprises set down some suitable strategies in the after-sale organ，the period of guarantee and the respond time in maintain，but should make improvement in the personnel foster and the service methods.
Fourth，the fitness route is supplied for the people almost cost-freely.So a reasonable price should be made with the consideration of the influencing elements.
Fifth，the advertisements，the personnel promotion，business popularization and the public relation are used.For the good social image of the fitness route，the devotion in the public relation increase，especially in the sports sponsor and commonweal sponsor.
Sixth，the traditional sales channels are used by the enterprises commonly including the dealers，the agents and the monopolization stores.For the own elements of the production，the enterprise should shorten the sales channels.The production cost will fall and owns advantages in the price.
Seventh，the consumers are satisfied with the internality of the production most，while are dissatisfied with the entertainment most，with the install environment and the after-sale service as well.The Impulse，the Orient and the Good family are famous in the consumers.The consumers can receive the information by the way of the sports journals，magazines and the newspapers.Most consumers take the points that the enterprise should make some advance in the after-sale and the characteristics of the production.
Discussion /Conclusions ：First，build the brand image，exalt the enterprises culture.Second，exalt the international competition ability.Third，improve the devotion of the innovation；attach importance to the research staff.Fourth，explore the new production in fitness route.Fifth，complete the system of the after-sale service.Sixth，develop the public relation，build a better pubic image.Seventh，develop a brand project of the bodybuilding for all.