首都体育学院健身俱乐部经营及发展对策的研究

发布时间：2018-03-28 18:25

本文选题：高校　切入点：健身俱乐部　出处：《首都体育学院》2017年硕士论文

【摘要】：社会上的商业健身俱乐部层出不穷,发展速度之快。人们对健身的需求可见一斑,高校的健身俱乐部也认识到了这一点,纷纷选择加入到了健身市场的竞争中来。要想使高校健身俱乐部能够科学健康地发展,就要充分了解目前的经营现状,认识到健身俱乐部的场地环境、设施器材、健身课程等基本情况。同时作为健身俱乐部“代言人”的教练员,只有充分认知高校健身俱乐部教练的队伍结构主要包括性别与年龄结构、学历结构、工作资历结构等情况,才能使消费者体会到满意的消费体验。不仅要对健身教练员有所认知,更要对健身消费者的个体行为特点进行合理全面的分析,进而制定合理的运营策略,提高高校经营性健身俱乐部的服务水平,使高校健身俱乐部能够更好运营发展。本文运用文献资料法、问卷调查法、访谈法等方法,对首都体育学院健身俱乐部的经营现状进行了调查,包括健身俱乐部的经营管理情况以及教练员和消费者的基本情况,得到以下结论:1.首都体育学院俱乐部与社会上的商业俱乐部在管理、运营、经营理念与方式上有一些差别,其经营理念是在遵循市场规律的前提下引导学生的“自我健康投资”,把健身俱乐部纳入高校管理系统,并且对社会人群开放,宣传推广方式单一,缺乏专业的经营管理人才。2.健身俱乐部的产品结构大体分为核心产品、形式产品、附加产品三种,核心产品是健身服务,健身俱乐部注重产品营销中附加产品,可以短期内获得盈利。健身器械种类较齐全,侧重于力量器械。3.教练员呈现出年轻化的趋势,但是工作年限较短,缺乏健身指导工作的经验和阅历的问题。男女有明确分工,性别与课程项目契合度较高。体育高校的毕业生是教练员的主要来源。资格认证率较高,但是资格认证体系比较混乱。教练员对目前的工资情况持一般的态度,感觉自己的能力与价值不匹配。4.健身运动更受男性消费者和年轻人喜爱,消费人群呈年轻化,消费水平存在差异,中等消费水平为主,消费者文化水平整体较高。消费者获知俱乐部的途径较为单一,消费者健身动机多样化,重视自身的身体素质和健康状态。健身时段差异明显,高低峰期人数差别较大,消费者健身次数具有不确定性,消费者性别与健身项目有较高的匹配度。
[Abstract]:Commercial fitness clubs in society are emerging in endlessly and developing at such a high speed. People's demand for fitness can be seen, and the fitness clubs in colleges and universities have also realized this. One after another, they have chosen to join the competition in the fitness market. In order to enable the health clubs of colleges and universities to develop scientifically and healthily, it is necessary to fully understand the current operating situation and realize the venue environment and facilities of the fitness clubs. At the same time, as "spokesmen" of fitness clubs, coaches can only fully understand that the team structure of college fitness club coaches mainly includes gender and age structure, educational background structure, work qualification structure, and so on. In order to make consumers realize satisfactory consumption experience, we should not only know the fitness coaches, but also make a reasonable and comprehensive analysis of the individual behavior characteristics of fitness consumers, and then formulate a reasonable operation strategy. In order to improve the service level of the operating fitness club in colleges and universities, the author makes use of the methods of literature, questionnaire, interview and so on. This paper investigates the current situation of the management of fitness clubs in Capital Sports College, including the operation and management of fitness clubs and the basic situation of coaches and consumers. Get the following conclusion: 1.There are some differences between the capital sports college club and the commercial club in the society in terms of management, operation, management idea and way. Its management idea is to guide the students'"self-healthy investment" under the premise of following the market law, to bring the fitness club into the university management system, and to open up to the social crowd, and to propagate and popularize the health club in a single way. The product structure of fitness club is divided into three kinds: core product, formal product and additional product. The core product is fitness service, and the fitness club pays attention to the additional product in product marketing. You can make a profit in the short term. The types of fitness equipment are relatively complete, with emphasis on strength equipment .3.The coaches show a trend of younger age, but they have shorter working years, lack of experience and experience in the work of fitness guidance, and there is a clear division of labor between men and women. Physical education graduates are the main source of coaches. The rate of qualification certification is high, but the system of qualification certification is relatively confused. Coaches have a general attitude towards the current salary situation. Feel that their ability and value do not match .4.Body-building exercises are more popular among male consumers and young people. The consumer population is younger, and there are differences in consumption level. Consumers have a relatively high level of education. Consumers have a single access to clubs, diversified motivations for consumers to exercise, and attach importance to their physical fitness and health status. The difference in fitness period is obvious, and the number of people in high and low peak periods is quite different. The number of times of consumer fitness is uncertain, and the gender of consumers has a high matching degree with fitness items.
【学位授予单位】：首都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G807.4

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