【摘要】 在健身休闲产业蓬勃发展的时期,众多资金迎合市场需求涌入健身产业,而导致供给的同质化趋向。在需求差异大、产品可替代性强的健身休闲领域,如何创新与拓展健身休闲产品的供给?本文扎根于案例考察与剖析,依据事业模式创新理念,从文化创新的视角,分析了健身休闲产业的两条创新路径:即健身休闲消费是极具价值意蕴的,消费者不是基于物性角度的有用,而是基于健身休闲的符号价值,传达某些价值理念,成为文化内涵式创新的源泉;另一方面,健身休闲顺应时尚潮流,其活动载体不断推陈出新,形成新的健身休闲业态,即通过核心载体的创新和延伸载体的创新,不断延伸其边界。结论:文化内涵创新能够提升健身产品品质而具有可持续发展动力,而文化载体创新能使健身产品具有紧随时尚的爆发力;无论载体创新还是内涵创新,均需怀有事业使命的情怀,才能激发出创新的活力。故而,不同路径的选择样板可以为健身休闲产业的创新发展提供参照。更多还原

【Abstract】 Along with the vigorous development of the fitness and leisure industry,a large number of funds have flooded into the fitness industry to meet the market demand,then resulted in the tendency of homogenization of supply. This paper was rooted in case study and analysed how to innovate and expand the supply of fitness leisure products in the field of fitness leisure with difference demand and strong substitutability. Based on the perspective of cultural innovation,this paper concluded the innovation path of cultural carrier and cultural connotation of the fitness and leisure industry,and provided reference for the innovative development of the fitness leisure industry.更多还原