对我国大中型城市商业健身俱乐部企业文化的外部影响研究

The Study of External Perception of Corporate Culture of Commercial Fitness Club in Large and Middle Cities

企业文化是一种内在的价值观和经营理念。通过影响员工的行为和态度,让消费者在与他们的接触交流中了解健身俱乐部的企业文化,从而在市场上塑造良好的对外形象。本研究通过对北京、上海、重庆、广州、西安等地的87家商业健身俱乐部的会员进行健身俱乐部的企业文化的认知情况的问卷调查。对问卷进行统计学分析,并结合市场学理论进行研究,研究发现消费者对健身俱乐部的满意感以及续会和更换意愿同他们对企业文化的认知程度有着十分重要的联系。

Organizational culture is an internal value and operation concepts.For shaping a good company＇s image in the marketplace,the enable consumers to access the corporate culture of the commercial fitness clubs,the behavior and manner of the staff should be reshaped.This study examines the perception of corporate culture according to members of 87 commercial fitness clubs in Beijing,Shanghai,Chongqing,Guangzhou,and Xi＇an.By using statistics analysis and marketing theory,our findings show that members＇ perception of corporate culture is significantly associated with their satisfaction and willingness to extent their membership.