商业性传统健身房运营现状及发展对策研究——以厦门市为例-《体育科学研究》

文章信息/Info

Title:: Research on the operation status and Development Countermeasures of Commercial Traditional Gyms——Take Xiamen As an Example

Author(s):: XIAO Meng-yuan1; LAN Run-sheng2; (1.College of Physical Education，Jimei University，Xiamen 361021，China;2.Chengyi College，Jimei University，Xiamen 361021,China)

摘要:: 在社会节奏越来越快的当下，健身已经成为一种时尚、热门的需求，甚至成为一种社会标签。以厦门市商业健身房为例，运用文献资料法、实地调查法、逻辑推理法等研究方法，对现如今厦门市商业性传统健身房运营现状、发展等问题进行思考，并从经济学、营销学等角度提出商业性传统健身房的发展路径。研究认为商业性健身房在营销模式、健身项目、健身教练专业度、运营成本、“预付式管理”等方面存在弊端。因此可以对筹备扩张、生存以及市场扩张三个阶段进行改进，并提出改善硬件设备、服务系统、进行高阶培训、品牌打造、连锁扩张等对策方案。

Abstract:: With the increasingly fast pace of society，fitness has become a fashion，a hot demand，and even a social label.Taking commercial gyms in Xiamen as an example，this paper uses research methods such as literature data method，field investigation method and logical reasoning method to reflect on the current operation status and development of commercial traditional gyms in Xiamen and propose the development path of commercial traditional gyms from the perspectives of economics and marketing.The research believes that commercial gyms have disadvantages in marketing model，fitness programs，fitness instructor professionalism，operating cost and “prepaid management”.Therefore，the three stages of preparation for expansion，survival and market expansion can be improved，and countermeasures for improving hardware equipment，service system，highlevel training，brand building and chain expansion are proposed.