鞍山市健身俱乐部经营现状分析及发展对策研究

发布时间：2018-02-27 21:08

本文关键词： 鞍山健身俱乐部经营现状对策　出处：《吉林体育学院》2015年硕士论文　论文类型：学位论文

【摘要】：北京奥运会后,我国提出了建设“体育强国”的口号,无论从政策导向还是从战略布局上,都更加关注群众体育健身事业的开展。健身俱乐部作为一种新兴的体育健身组织形式,对全民健身运动有着重要的意义和积极的作用。特别是随着2014年发展体育产业上升为国家战略,给目前体育健身俱乐部的开展带来了新的契机。鞍山市作为东北老工业地区的重点城市,健身俱乐部这种特有的群众体育健身开展形式已经从无到有走过了10几年的历程。目前,健身俱乐部的建设的现状如何以及未来如何更好的发展,是一项值得深入研究并具有一定现实意义的课题。因此本文以鞍山市8所体育健身俱乐部的500位健身消费者、24位健身教练员作为调查对象,运用文献资料、问卷调查、访谈、数理统计等研究方法,对目前鞍山市的体育健身俱乐部的现状进行了调查研究,并提出相应的发展对策。本文的主要结论如下:第一,鞍山市健身俱乐部从整体上看多以中等规模的健身俱乐部为主、所有制形式基本以私营经济为主要形式,达到了87.5%。健身俱乐部设置的健身项目较全面,能够满足人们的健身需求。但各俱乐部没有明显的特点,发展模式单一、连锁经营发展程度低。第二,鞍山市体育俱乐部管理人才职业化程度偏低,缺乏熟悉体育健身行业特点同时又能精通管理的复合型人才。从业的健身教练员水平参差不齐,整体业务素质偏低,部分教练员实践经验不足,同时俱乐部对教练员的再培训力度不够,教练员的待遇偏低。第三,鞍山市体育俱乐部消费者的健身意识和健身需求强烈,具有较高的文化层次。31岁到40岁这一年龄段为消费主体,占样本总量的53.63%。俱乐部消费者每月用于健身消费的费用集中在100元以下,消费水平偏低。第四,鞍山市健身俱乐部普遍都是采用以会员制为主体的营销方式,年卡的定位符合消费者的消费欲望,但缺乏针对中低收入阶层的优惠措施和本土化经营策略,损失了一部分消费群体。第五,促进鞍山市健身俱乐部发展的主要对策:相关政府部门应加强对于健身俱乐部的管控力度;成立行业协会组织,促进各健身俱乐部之间的交流;全面分析各方面因素制定合理的价格;发展连锁经营模式,打造健身品牌;采取多渠道、多形式、多层次的形式来加强教练员的培养;采用多种宣传方式,引导消费者转变观念,增强体育健身的意识;提升健身俱乐部管理人员的综合素质,加强俱乐部自身组织建设。
[Abstract]:After the Beijing Olympic Games, China put forward the slogan of building a "sports power", whether from the policy direction or from the strategic layout. Both pay more attention to the development of mass sports and fitness undertakings. Fitness clubs, as a new form of sports and fitness organization, It plays an important and positive role in the national fitness campaign, especially with the development of the sports industry as a national strategy in 2014. Anshan City, as a key city in the old industrial area of Northeast China, has brought new opportunities to the development of sports fitness clubs. Fitness clubs, a unique form of mass sports fitness development, have gone through more than 10 years from scratch. At present, what is the status quo of the construction of fitness clubs and how to develop better in the future? It is a subject worthy of further study and has certain practical significance. Therefore, this paper takes 500 fitness consumers of 8 sports fitness clubs in Anshan as the investigation object, using the literature, questionnaire, interview, etc. The present situation of sports and fitness clubs in Anshan City is investigated by mathematical statistics and the corresponding development countermeasures are put forward. The main conclusions of this paper are as follows: first, As a whole, Anshan fitness clubs are mainly of medium scale, and the form of ownership is basically in the form of private economy, which has reached 87.5%. The fitness items set up by the fitness clubs are relatively comprehensive. Can meet people's fitness needs. But each club has no obvious characteristics, the development model is single, chain management development level is low. Second, the degree of professional management of sports clubs in Anshan City is on the low side. Lack of complex talents who are familiar with the characteristics of sports and fitness industry and who can master the management. The level of fitness coaches is uneven, the overall professional quality is low, and some coaches lack practical experience. At the same time, the retraining of coaches by the club is not enough, and the treatment of coaches is on the low side. Third, Anshan sports club consumers have strong fitness awareness and fitness needs. With a higher cultural level, the age group from 31 to 40 years old is the main consumer, accounting for 53.63% of the total sample. The club consumers spend less than 100 yuan per month on fitness consumption, and the level of consumption is on the low side. 4th, Anshan fitness clubs generally adopt the marketing method with membership system as the main body. The orientation of the annual card accords with the consumer's consumption desire, but it lacks the preferential measures and the local management strategy for the middle and low income groups. Loss of part of the consumer group. 5th, the main countermeasures to promote the development of fitness clubs in Anshan: the relevant government departments should strengthen the control of fitness clubs, the establishment of trade associations to promote the exchange between health clubs; Comprehensive analysis of various factors to formulate reasonable prices; development of chain management model, build fitness brand; adopt multi-channel, multi-form, multi-level form to strengthen the training of coaches; adopt a variety of publicity methods, To guide consumers to change their ideas, to enhance the awareness of physical fitness, to enhance the comprehensive quality of health club managers, and to strengthen the club's own organization and construction.
【学位授予单位】：吉林体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G812.17

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