本文關(guān)鍵詞： 鞍山 健身俱樂部 經(jīng)營 現(xiàn)狀 對策　出處：《吉林體育學(xué)院》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：北京奧運會后,我國提出了建設(shè)“體育強國”的口號,無論從政策導(dǎo)向還是從戰(zhàn)略布局上,都更加關(guān)注群眾體育健身事業(yè)的開展。健身俱樂部作為一種新興的體育健身組織形式,對全民健身運動有著重要的意義和積極的作用。特別是隨著2014年發(fā)展體育產(chǎn)業(yè)上升為國家戰(zhàn)略,給目前體育健身俱樂部的開展帶來了新的契機。鞍山市作為東北老工業(yè)地區(qū)的重點城市,健身俱樂部這種特有的群眾體育健身開展形式已經(jīng)從無到有走過了10幾年的歷程。目前,健身俱樂部的建設(shè)的現(xiàn)狀如何以及未來如何更好的發(fā)展,是一項值得深入研究并具有一定現(xiàn)實意義的課題。因此本文以鞍山市8所體育健身俱樂部的500位健身消費者、24位健身教練員作為調(diào)查對象,運用文獻(xiàn)資料、問卷調(diào)查、訪談、數(shù)理統(tǒng)計等研究方法,對目前鞍山市的體育健身俱樂部的現(xiàn)狀進行了調(diào)查研究,并提出相應(yīng)的發(fā)展對策。本文的主要結(jié)論如下:第一,鞍山市健身俱樂部從整體上看多以中等規(guī)模的健身俱樂部為主、所有制形式基本以私營經(jīng)濟為主要形式,達(dá)到了87.5%。健身俱樂部設(shè)置的健身項目較全面,能夠滿足人們的健身需求。但各俱樂部沒有明顯的特點,發(fā)展模式單一、連鎖經(jīng)營發(fā)展程度低。第二,鞍山市體育俱樂部管理人才職業(yè)化程度偏低,缺乏熟悉體育健身行業(yè)特點同時又能精通管理的復(fù)合型人才。從業(yè)的健身教練員水平參差不齊,整體業(yè)務(wù)素質(zhì)偏低,部分教練員實踐經(jīng)驗不足,同時俱樂部對教練員的再培訓(xùn)力度不夠,教練員的待遇偏低。第三,鞍山市體育俱樂部消費者的健身意識和健身需求強烈,具有較高的文化層次。31歲到40歲這一年齡段為消費主體,占樣本總量的53.63%。俱樂部消費者每月用于健身消費的費用集中在100元以下,消費水平偏低。第四,鞍山市健身俱樂部普遍都是采用以會員制為主體的營銷方式,年卡的定位符合消費者的消費欲望,但缺乏針對中低收入階層的優(yōu)惠措施和本土化經(jīng)營策略,損失了一部分消費群體。第五,促進鞍山市健身俱樂部發(fā)展的主要對策:相關(guān)政府部門應(yīng)加強對于健身俱樂部的管控力度;成立行業(yè)協(xié)會組織,促進各健身俱樂部之間的交流;全面分析各方面因素制定合理的價格;發(fā)展連鎖經(jīng)營模式,打造健身品牌;采取多渠道、多形式、多層次的形式來加強教練員的培養(yǎng);采用多種宣傳方式,引導(dǎo)消費者轉(zhuǎn)變觀念,增強體育健身的意識;提升健身俱樂部管理人員的綜合素質(zhì),加強俱樂部自身組織建設(shè)。
[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.
【學(xué)位授予單位】：吉林體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G812.17

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