上海市商业性体育健身俱乐部发展现状及对策的研究.pdfVIP

论 文 摘 要 随着上海经济的蓬勃发展，市民生活水平的不断提高和闲暇时间的增多，市 民对健康的追求也与日俱增，“花钱买健康”的意识也越来越深。20 世纪 90 年 代末，商业性体育健身俱乐部像雨后的春笋般地出现在上海的各个角落，且呈现 出一遍良好的发展态势。但是由于商业性体育健身俱乐部在上海的发展还处在初 级阶段，因此，其各个方面的发展还相当不完善，存在诸多的问题。 因此，本论文通过采用文献资料法、访谈法、问卷调查法、网络调查法等研 究方法，对上海商业性体育健身俱乐部的发展现状展开调查，结果发现俱乐部的 发展存在着如：趋同现象严重、盲目投资、法规体系的建设滞后、营销的手段单 一、科研和新产品的投入不够等问题。在此基础上，进行全面的分析，初步得出 以下对策： 1.相关政府部门要加强对商业性体育健身俱乐部发展的宏观调控；2.商业性 体育健身俱乐部要加强自身的内部经营和管理；3.加强俱乐部之间以及俱乐部与 外界之间的联系；4.提升体育健身俱乐部服务产品的科技含量，提高产品的附加 值。5.根据俱乐部自身的实际情况，采用灵活多变的融资方式，有条件的俱乐部 尽量采用上市的方式进行融资；6.根据俱乐部所确定的市场策略，选择俱乐部创 建的组合；7.实现网络化的管理；8.建立俱乐部经营风险的管理机制；9.引导市 民对体育健身消费观念的转变，增强市民进行体育健身消费的意识。 关键词：商业性；体育健身俱乐部；发展现状；对策； 5 ABSTRACT With the development of the economy in Shanghai, the improvement of people s living standards and the increase of leisure time, the consciousness of “pay for health” become deeper and deeper. Till the end of 1990, there have been many commercial fitness clubs in Shanghai and developed well. Commercial fitness club has a short history in Shanghai, so it still has many problems. For example, there are many similarities among them and blindness in investment, the methods of selling are singleness, and the investments are not enough, and so on. On the basis of the analysis, this article gives the following countermeasures. 1. Government should enhance the macroscopic regulation of the development of commercial fitness clubs; 2. Commercial fitness clubs should enhance interior management; 3. Enhance contact among clubs and the contact between clubs and environment. 4. Improve the content of science and technology in productions of commercial fitness clubs and increase the Add-ons value of the productions. 5. According to the situation, adopt suitable financing mode, and choose listed company to finance as bes