健身产业价值创新战略案例分析与主要启示——以精品健身房为例被引量：5

Case Study of Value Innovation Strategy of Fitness Industry and Its Main Inspiration: Taking the Boutique Gym as an Example

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摘要过去健身俱乐部的竞争力被快速削弱,倒闭潮来得汹涌。根据《中国健身产业数据报告》显示,2018年北京及上海的综合健身俱乐部及健身工作室共倒闭441家。健身俱乐部具有同质化竞争、重销售轻运营、收入模式单一等问题。因此,如何促进健身产业价值创新战略的拟定,使产业能永续发展,并能在协助推动全民健身任务下实现该有的价值,已成为重要的理论命题和实践课题。从打造价值创新战略的视角出发,运用国内外文献资料法、探索性案例研究法、专家访谈法及参与式观察法,对美国的精品健身房Soul Cycle来做分析研究,以提出健身产业价值创新战略的理论模型。模型表明:创新机会识别、价值创新创造、价值创新增值是进行价值创新战略的重要驱动因素。健身产业若要突破发展的瓶颈,就必须打破传统的战略思维方式。各健身企业应采用"价值创新战略"模型来为自身及顾客创造价值,并且从打破既有行业内的惯例,以创造出自身价值最大化为目标,努力打造出属于自己的竞争优势。 In the past,the competitiveness of fitness clubs has been rapidly weakened,and the tide of closures has surged.The"China Fitness Industry Data Report"showed that 441 comprehensive fitness clubs and studios in Beijing and Shanghai closed in 2018.Many studies also pointed out that fitness clubs have problems such as homogeneous competition,emphasis on sales rather than operation,and single revenue model.Therefore,how to promote the formulation of value innovation strategy of fitness industry,make the industry sustainable development,and realize the value under the task of promoting national fitness have become an important theoretical proposition and practical topic.This study hoped to analyze Soul Cycle,a boutique gym in the United States,from the perspective of creating value innovation strategy,by using the methods of literature review,exploratory case study,expert interview and participatory observation,so as to put forward the theoretical model of value innovation strategy of fitness industry.The model showed that the identification of innovation opportunity,creation of value innovation and increment of value innovation are the important driving factors of value innovation strategy.If the fitness industry wants to break the bottleneck of development,it must break the traditional way of strategic thinking.Fitness enterprises should adopt the"value innovation strategy"model to create value for themselves and their customers,and strive to create their own competitive advantages by breaking the conventions of the existing industry and maximizing their own value.

作者张钊瑞侯昀昀肖淑红 ZHANG Zhao-rui;HOU Yun-yun;XIAO Shu-hong(Sports Business School,Beijing Sport University,Beijing 100084,China)

机构地区北京体育大学体育商学院

出处《北京体育大学学报》 CSSCI 北大核心 2020年第2期96-108,共13页 Journal of Beijing Sport University

基金国家社会科学基金项目“中国体育企业竞争优势与竞争战略研究”(项目编号:16BTY008).

关键词健身产业价值创新战略蓝海战略精品健身房 fitness industry value innovation strategy blue ocean strategy boutique gyms

分类号 G80-05 [文化科学—运动人体科学]

作者简介张钊瑞,博士研究生,研究方向体育产业与经济;通信作者:肖淑红,教授,博士,博士研究生导师,研究方向体育经济与管理。