本案例由江南大学商学院的吴媛媛教授团队撰写、江南大学商学院案例中心研究员郝婷婷全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：无锡半球健康管理咨询有限公司是一家致力于全民健身，以“善良、专业、服务、敬业、拼搏、合作、拥抱改变”为核心理念，以“缔造美好健康生活”为使命的企业。本案例主要描述了无锡半球健康公司的成长历程以及在营销转型过程中发生的一些典型事件，再现了半球在数字化营销模式的转变之路中所面临的主要矛盾和问题。2010年，随着国民对于提高生活品质和防护疾病的需求，半球集团顺势崛起。之后，公司的快速扩张，使得公司的营销模式、管理体系、会员运营体系存在很大的问题。2017年，公司开始尝试向数字化营销模式的转变，通过两微一抖和线下训练活动的形式去沉淀客户，改善了会员的留存率低的问题。但因为没有改变掉以强销售去扩大现金流的商业模式，半球健身的营销模式并没有提升业绩。2020年疫情的冲击以及大健康市场上的新的线上的互联网营销模式，给半球集团在数字化营销模式的转变之路中造成了挑战。案例通过揭示了半球集团营销变革过程中面对的挑战，以期引导读者做出深入的思考。

关键词：无锡半球；营销策略；数字营销；私域流量运营；会员营销

Hemisphere Group: The road to digital marketing model transformation

Abstract: Wuxi Hemispheric Health Management Consulting Co., Ltd. is a company committed to national fitness, with "kindness, professionalism, service, dedication, hard work, cooperation and embracing change" as its core philosophy and "creating a better healthy life" as its mission. This case describes the growth of Wuxi Hemispheric Health Management Consulting Co., Ltd. and some typical events in the process of marketing transformation, reproducing the main contradictions and problems faced by Wuxi Hemispheric Health Management Consulting Co., Ltd. during the transformation of digital marketing model. 2010, with the national demand for better quality of life and protection from diseases, Wuxi Hemispheric Health Management Consulting Co., Ltd. emerged. After that, the company's rapid expansion made the company's marketing model, management system, and membership operation system have great problems. 2017, the company began to try to shift to the digital marketing model, through the form of two micros and one shake and offline training activities to precipitate customers, improving the problem of low retention rate of members. However, the marketing model of company did not improve the performance because it did not change away from the business model of expanding cash flow with strong sales. The impact of the 2020 epidemic and the new online internet marketing model in the big health market created challenges for company in the path of digital marketing model transformation. The case reveals the challenges faced by the company in the process of marketing change in order to guide the reader to make an in-depth reflection.

Keywords: Wuxi Hemispheric Health Management Consulting Co., Ltd.; marketing strategy; digital marketing; private domain traffic operation; membership marketing