【摘要】：在全民健身上升為國家戰(zhàn)略和“健康中國”政策提出的大背景下,國務(wù)院辦公廳頒布了《關(guān)于加快發(fā)展健身休閑產(chǎn)業(yè)的指導(dǎo)和意見》等一系有關(guān)體育產(chǎn)業(yè)的政策,彰顯了國家對體育產(chǎn)業(yè)發(fā)展所傾注的決心和意志;與此同時,在生活節(jié)奏不斷加快的今天,人們的健康狀態(tài)日益下降,健身意識隨之萌生,健身消費意識的覺醒更加促進(jìn)了體育產(chǎn)業(yè)的發(fā)展。健身俱樂部應(yīng)運(yùn)而生,它的產(chǎn)生和發(fā)展在一定程度上滿足了人們健身需求,得到越來越多的人認(rèn)可和青睞。隨著國外一些知名健身俱樂部進(jìn)入中國市場和本土大量俱樂部的涌現(xiàn),國內(nèi)健身俱樂部行業(yè)發(fā)展空間趨于緊張化,在這種環(huán)境下,提升品牌知名度已成為健身俱樂部可持續(xù)發(fā)展的關(guān)鍵。目前,關(guān)于健身俱樂部研究主要集中于發(fā)展現(xiàn)狀及其對策,尚缺少品牌提升路徑的研究,為此提出健身俱樂部品牌提升路徑。本文主要采取實地考察法、數(shù)理分析法、問卷調(diào)查法、訪談法和文獻(xiàn)資料法等研究方法,選擇青島市英派斯健身俱樂部作為個案研究。從分析英派斯健身俱樂部的現(xiàn)狀入手,探討英派斯健身俱樂部品牌提升路徑,研究初步得到以下結(jié)論:(1)政策條文不規(guī)范、缺乏專業(yè)管理人才、服務(wù)缺乏創(chuàng)新性、教練資格認(rèn)證體系混亂、經(jīng)營成本太高、健身環(huán)境差、課程設(shè)置不合理是英派斯健身俱樂部品牌提升的掣肘。(2)英派斯健身俱樂部優(yōu)勢為品牌影響力和總部給予的軟件與硬件支持;劣勢為缺乏專業(yè)體育管理人才和人員流動性較大;機(jī)遇是“46號文”等政策的支持、倡導(dǎo)全民健身,經(jīng)濟(jì)持續(xù)發(fā)展、健身消費水平提高,健康意識增強(qiáng)、需求空間巨大,“互聯(lián)網(wǎng)+體育”;同時也面臨的威脅是缺乏統(tǒng)一行業(yè)標(biāo)準(zhǔn)、管理規(guī)范和理論研究滯后。(3)英派斯健身俱樂部品牌提升目標(biāo)定位是“做全球消費者值得信賴的健身專家”;以鑄造健身行業(yè)的標(biāo)準(zhǔn)為指導(dǎo)思想;堅持以人為本、創(chuàng)新服務(wù);堅持政府引導(dǎo)、市場主導(dǎo);堅持多元融合、協(xié)調(diào)發(fā)展;堅持統(tǒng)一標(biāo)準(zhǔn)、優(yōu)化環(huán)境的四項基本原則。(4)英派斯健身俱樂部品牌提升主要任務(wù)是塑造品牌形象,制定品牌提升路徑,創(chuàng)新運(yùn)營管理模式,實現(xiàn)健身俱樂部品牌效應(yīng);為實現(xiàn)這一任務(wù)應(yīng)重點關(guān)注品牌定位,統(tǒng)一管理標(biāo)準(zhǔn)、規(guī)范服務(wù)流程,引入智慧健身、改善健身環(huán)境,加強(qiáng)人才培養(yǎng)、優(yōu)化課程設(shè)置的內(nèi)容。(5)英派斯健身俱樂部品牌提升步驟分為五個階段,即第一階段品牌市場定位;第二階段品牌形象升級;第三階段軟件研發(fā)和升級;第四階段硬件和健身環(huán)境改造;第五階段綜合服務(wù)升級�？赏ㄟ^完善品牌提升制度、提高企業(yè)高層重視度,完善組織結(jié)構(gòu)和專業(yè)人員的配置,加強(qiáng)人才培養(yǎng)、優(yōu)化人力資源,加大資金投入,建立品牌保護(hù)和監(jiān)督機(jī)制等措施保障英派斯健身俱樂部品牌的升級。
[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.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G80-05

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本文編號：2190519