青岛市英派斯健身俱乐部品牌提升路径研究

发布时间：2018-08-18 19:56

【摘要】：在全民健身上升为国家战略和“健康中国”政策提出的大背景下,国务院办公厅颁布了《关于加快发展健身休闲产业的指导和意见》等一系有关体育产业的政策,彰显了国家对体育产业发展所倾注的决心和意志;与此同时,在生活节奏不断加快的今天,人们的健康状态日益下降,健身意识随之萌生,健身消费意识的觉醒更加促进了体育产业的发展。健身俱乐部应运而生,它的产生和发展在一定程度上满足了人们健身需求,得到越来越多的人认可和青睐。随着国外一些知名健身俱乐部进入中国市场和本土大量俱乐部的涌现,国内健身俱乐部行业发展空间趋于紧张化,在这种环境下,提升品牌知名度已成为健身俱乐部可持续发展的关键。目前,关于健身俱乐部研究主要集中于发展现状及其对策,尚缺少品牌提升路径的研究,为此提出健身俱乐部品牌提升路径。本文主要采取实地考察法、数理分析法、问卷调查法、访谈法和文献资料法等研究方法,选择青岛市英派斯健身俱乐部作为个案研究。从分析英派斯健身俱乐部的现状入手,探讨英派斯健身俱乐部品牌提升路径,研究初步得到以下结论:(1)政策条文不规范、缺乏专业管理人才、服务缺乏创新性、教练资格认证体系混乱、经营成本太高、健身环境差、课程设置不合理是英派斯健身俱乐部品牌提升的掣肘。(2)英派斯健身俱乐部优势为品牌影响力和总部给予的软件与硬件支持;劣势为缺乏专业体育管理人才和人员流动性较大;机遇是“46号文”等政策的支持、倡导全民健身,经济持续发展、健身消费水平提高,健康意识增强、需求空间巨大,“互联网+体育”;同时也面临的威胁是缺乏统一行业标准、管理规范和理论研究滞后。(3)英派斯健身俱乐部品牌提升目标定位是“做全球消费者值得信赖的健身专家”;以铸造健身行业的标准为指导思想;坚持以人为本、创新服务;坚持政府引导、市场主导;坚持多元融合、协调发展;坚持统一标准、优化环境的四项基本原则。(4)英派斯健身俱乐部品牌提升主要任务是塑造品牌形象,制定品牌提升路径,创新运营管理模式,实现健身俱乐部品牌效应;为实现这一任务应重点关注品牌定位,统一管理标准、规范服务流程,引入智慧健身、改善健身环境,加强人才培养、优化课程设置的内容。(5)英派斯健身俱乐部品牌提升步骤分为五个阶段,即第一阶段品牌市场定位;第二阶段品牌形象升级;第三阶段软件研发和升级;第四阶段硬件和健身环境改造;第五阶段综合服务升级。可通过完善品牌提升制度、提高企业高层重视度,完善组织结构和专业人员的配置,加强人才培养、优化人力资源,加大资金投入,建立品牌保护和监督机制等措施保障英派斯健身俱乐部品牌的升级。
[Abstract]:Against the background of the national strategy and the "healthy China" policy, the General Office of the State Council promulgated "guidelines and opinions on speeding up the Development of the Fitness and Leisure Industry" and other policies related to the sports industry. It shows the determination and will of the country to the development of the sports industry. At the same time, with the accelerating pace of life, people's health state is declining day by day, and the fitness consciousness is springing up. The awakening of consumption consciousness of fitness promotes the development of sports industry even more. Fitness club emerged as the times require, its emergence and development to a certain extent to meet the needs of people's fitness, more and more people recognize and favor. With the emergence of some well-known fitness clubs in China and the emergence of a large number of local clubs, the development space of the domestic fitness club industry tends to become tense. In this environment, Raising brand awareness has become the key to the sustainable development of fitness clubs. At present, the research on the fitness club mainly focuses on the present situation and the countermeasures, and lacks the research of the brand promotion path. Therefore, the paper puts forward the brand promotion path of the fitness club. This article mainly adopts the field investigation method, the mathematical analysis method, the questionnaire survey method, the interview method and the literature method and so on research method, selects Qingdao Inpais fitness club as the case study. Starting with the analysis of the present situation of the Inpaus fitness club, this paper discusses the way to promote the brand of the Inpez fitness club, and draws the following conclusions: (1) the policy provisions are not standardized, the lack of professional management talents, the lack of innovative service, Coach qualification certification system is chaotic, operating costs are too high, fitness environment is poor, The unreasonable curriculum is the constraint of the brand promotion of the Inpez fitness club. (2) the advantage of the Inpex fitness club is the brand influence and the software and hardware support given by the headquarter, the disadvantage is the lack of professional sports management talents and the greater mobility of the personnel; Opportunities are supported by policies such as "46", advocating national fitness, sustained economic development, improved consumption of fitness, increased awareness of health, huge demand space, and "Internet sports"; At the same time, the threat is the lack of unified industry standards, management norms and theoretical research lags behind. (3) the promotion goal of Inpaus fitness club is to "be a trusted fitness expert for global consumers"; Take the standard of the foundry fitness industry as the guiding ideology, adhere to the people-oriented, innovative service, adhere to the guidance of the government, market leading, adhere to the pluralistic integration, coordinated development, adhere to a unified standard, Four basic principles of optimizing environment. (4) the main task of brand promotion of Inpex fitness club is to create brand image, establish brand promotion path, innovate operation management mode, and realize brand effect of fitness club; In order to realize this task, we should pay more attention to brand positioning, unify management standard, standardize service flow, introduce wisdom and fitness, improve fitness environment, and strengthen talent training. The content of the curriculum is optimized. (5) the steps of brand promotion of Inpex fitness club are divided into five stages: the first stage brand market positioning, the second stage brand image upgrade, the third stage software development and upgrade; The fourth stage hardware and fitness environment transformation; the fifth stage comprehensive service upgrade. We can improve the system of brand promotion, enhance the attention of the senior level of enterprises, perfect the organizational structure and the allocation of professional personnel, strengthen the training of talents, optimize human resources, and increase the investment of funds. Establish brand protection and supervision mechanism and other measures to ensure the upgrading of Inpaus fitness club brand.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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