摘要
选取北京海淀、朝阳、昌平3区为调研区域，以问卷调查为主要研究方法，展开对北京商业健身俱乐部发展现状与走势的分析，以期为北京商业健身俱乐部的发展提供理论支持与指导。SCP分析结果表明，北京商业健身行业属于竞争型市场，市场中俱乐部数量众多，市场竞争激烈；健身产品同质化现象严重，产品差异化程度低；市场进入壁垒小，但是存在一定的退出壁垒。北京商业健身俱乐部的发展总体上呈现3阶段发展轨迹，从市场培育阶段、粗放式增长阶段到内涵式发展阶段。未来相当一段时间，北京商业健身俱乐部将处于缓慢的螺旋式调整上升状态，商业健身俱乐部从粗放式增长转向内涵式发展，未来的战略重点将放在产品服务创新和精细化管理上。
Abstract
Choosing Haidian ,Chaoyang and Changping as investigation areas ,mainly based on questionnaire surveys ,this article analyzes commercial fitness clubs’ current situation and de‐velopment trend in Beijing ,with the aim to provide theoretical support and guidance for Beijing commercial fitness clubs’ development .The SCP analysis indicates that the commercial fitness industry in Beijing is competitive .In this competitive market ,there are a lot of fitness clubs with fierce competition .Products are quite homogeneous with low differentiation .The entry barriers are low ,but a certain exit barriers exist .In general ,commercial fitness clubs in Beijing evolve from market cultivation ,extensive growth to intensive development .In the future ,com‐mercial fitness clubs will be in a slow and spiral motion path from extensive increase to inten‐sive development ,with strategic emphasis on product innovation and delicacy management .
基金项目
国家体育总局体育哲学社会科学研究资助项目(1955SS13116)
NETL
NSTL
万方数据