【作者】 张婷；

【导师】 王伟；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 现阶段依托国家“全民健身”政策引导和国民生活质量的逐年提高,体育产业经济环境大热,国内健身行业在几年间实现了集中式、爆炸式的发展。郑州作为国家中心城市,商业健身房发展迅速,目前城区健身房数量已初具规模,但总体仍处在初步兴起阶段,投资者缺乏理性的经营分析,无法正确认识真正的行业规则,发展过程中还存在诸多问题。本文在作者多年健身实践基础上,以郑州市城区商业健身房经营状况为研究对象,通过对16个商业健身房品牌,共计19家健身房的经营者、94名教练员和316名会员进行调查研究,运用文献研究法、问卷调查法、访谈法、数理分析法等研究方法,围绕经营者的经营现状和市场环境,体育教练员专业素质和执教水平及消费者层面的社会需求,分析目前郑州城区健身行业发展中存在的问题和深层次原因,提出发展建议。力求为商业健身房经营者在管理决策中提供依据,为完善郑州健身行业规范提供参考,促进郑州市全民健身行动稳步开展。通过研究分析,本文得出以下研究结论:郑州城市整体人均消费水平不高,健身消费意识仍处于起步阶段。有关部门虽已出台本地全民健身实施计划,但在实际落地过程中未明确相关部门职责,缺乏切实可行的措施。目前郑州城区商业健身房大多成立时间较短且区域分布不均,以连锁经营模式为主,主要为中大型规模健身房,设置的健身项目较为全面,但服务内容同质化现象严重。体育教练员呈现年轻化态势,专业背景和从业经验不足导致指导水平一般,影响服务质量。郑州健身行业相对于一线城市起步较晚,行业内大部分企业缺乏经营管理经验,管理水平僵化,缺乏产品创新和服务特色,宣传手段单一。由于未明确健身行业主管部门并界定相关部门职责,也没有设立统一的健身行业协会,缺少行业标准和管理办法,造成健身行业乱象频生,打价格战恶性竞争、培训市场混乱、跑路现象频发,行业监管缺失以致企业生命周期过短,消费者权益难以保障。根据研究结论,本文提出以下发展建议:加强政府引导作用,成立行业协会,对行业设置一定的准入门槛和追责机制,加强市场管理,杜绝恶性竞争。引入预付费保险制度或预付费保证金制度,加强公安机关监管力度,切实保障消费者权益。突出差异化服务特色,加强产品和服务创新,提升企业竞争力,增加线上营销手段,开展线上直播课程与宣传,实现线上线下的有效引流。提高大型体育赛事影响力,培育本土化超级体育赛事,增强民众体育健身消费意识。完善教练员水平评价制度,提升专业素质。更多还原

【Abstract】 At the present stage,relying on the guidance of national "national fitness" policy and the improvement of people living quality year by year,the economic environment of sports industry is hot,and the domestic fitness industry has realized the centralized and explosive development in a few years.Zhengzhou,as a national central city,has seen rapid development of commercial gyms.At present,the number of gyms in the urban area has begun to take shape,but the overall situation is still in the initial stage of emergence.Investors lack rational business analysis and can’t correctly understand the real industry rules.Based on the authors years of fitness exercise experience,This paper studies the operation status of commercial gyms in urban areas of Zhengzhou,through to the 16 gym business brand,a total of 19 gym operators,94 coaches and 316 members in investigation and study,using literature research,questionnaire,interview method,mathematical analysis and other research methods,around the operator’s operation situation and market environment,sports coaches professional quality and teaching level,level of social demand of the consumers,analyze the problems existing in the development of Zhengzhou city fitness industry and deep level reasons,proposed development suggestions.Strive to provide the basis for the business gym operators in the management decision,for the improvement of Zhengzhou fitness industry standards to provide reference,to promote the steady development of Zhengzhou fitness campaign.Through research and analysis,this paper draws the following conclusions: Zhengzhou city per capita consumption level is not high,fitness consumption consciousness is still in its infancy.Although the relevant departments have issued the local national fitness implementation plan,but in the actual implementation process did not clarify the responsibilities of the relevant departments,the lack of practical measures.At present,most of the commercial gyms in urban areas have been established for a short period of time and are unevenly distributed in different regions.Zhengzhou commercial gym sets the fitness project more comprehensive,but the service content homogenization phenomenon is serious.Sports coaches are becoming younger.Lack of professional background and professional experience leads to mediocre guidance level,which affects service quality.Compared with the first-tier cities,the fitness industry in Zhengzhou started relatively late,and most enterprises in the industry lack management experience,rigid management level,lack of product innovation and service characteristics,and single means of publicity.Due to not clear fitness industry departments and define the related department responsibility,also do not set up a unified fitness industry association,the lack of industry standards and management measures,and fitness industry chaos caused by the frequency,malignant price war against competition,frequent training market chaos,run phenomenon,lack of industry regulations so that the enterprise life cycle is too short,consumers’ rights and interests is difficult to guarantee.According to the research conclusion,this paper puts forward the following development suggestions: Strengthening the guiding role of the government,establishing trade associations,setting certain access threshold and accountability mechanism for the industry,strengthening market management and eliminating vicious competition.We introduced a prepaid insurance system or a prepaid security deposit system to strengthen oversight by public security organs and effectively protect the rights and interests of consumers.Highlight differentiated service features,strengthen product and service innovation,enhance enterprise competitiveness,increase online marketing means,carry out online live broadcasting courses and publicity,and achieve effective online and offline drainage.We will increase the influence of large-scale sports events,foster local super sports events,and increase people’s awareness of sports,fitness,and consumption.We will improve the evaluation system for coaches and improve their professional quality.更多还原