摘要
运用文献资料、逻辑分析等方法,以价值链理论为基础,梳理体育培训产业价值链结构及在“双减”背景下体育培训产业价值链的运作逻辑。研究认为:体育培训产业价值链转型升级面临体育场地“坪效”低,配套设施有待提高;培训内容差异小,价值转化难度大;师资水平参差不齐,销售人员流动频繁;培训机构营销难度大,市场效果不理想等现实困境。提出体育培训产业转型升级的优化路径:降低销售成本、提升产品竞争,消除生产要素赘陈环节;优化营销手段、削减反馈步骤,简化价值活动变现路径;完善研发环节、增补辅助活动,整合产业价值链条;推动管理升级、培养用户惯习,实现增值环节自动化。
Using the methods of literature and logical analysis,and viewed the value chain theory as the basis,this paper is to sort out the value chain structure of sports training industry,and to examine the operation logic of the value chain of sports training industry under the background of"double reduction",and then sort out the realistic dilemma of the transformation and upgrading of the value chain of sports training industry.The results show that the"ping efficiency"of sports venues is low,and the supporting facilities need to be improved;the training content is small,but it is difficult to transform the value;the level of teachers varies,and the turnover of sales staff is frequent;the marketing of training institutions is difficult,and the market effect is not satisfactory.Adopting ESIA method,this work designs the optimization path for transformation and upgrading of sports training industry as follows:reducing sales cost and improving product competition,eliminating the superfluous links of production factors;optimizing marketing means,and cutting feedback steps,simplifying the path of value activities realization;improving R&D links,and adding auxiliary activities,integrating industrial value chain;promoting management upgrading,cultivating user habits,and realizing automation of value-added links.
作者
李湘浓
修文丽
LI Xiangnong;XIU Wenli(School of Physical Education,Jilin University,Changchun 130000,China)
出处
《体育学刊》
CAS
CSSCI
北大核心
2022年第6期64-70,共7页
Journal of Physical Education
关键词
体育经济
“双减”政策
体育培训
产业价值链
转型升级
sports economy
“double reduction”policy
sports training
industrial value chain
transformation and upgrading
作者简介
李湘浓(1968-),女,教授,硕士生导师,研究方向:体育产业学。E-mail:1064339694@qq.com。
