波特竞争战略在健身娱乐业的运用

Application of Potter Competitive Strategy in Sport Fitness and Leisure Industry

本研究以广州市综合性商业健身俱乐部和高尔夫球俱乐部为案例,采取实地考察法,访谈法和文献资料法,探讨成本领先战略,差异化战略及目标集聚战略在广州市健身娱乐企业中的运用。研究结果显示健身娱乐业竞争战略包括:由产品或服务及地理位置实施差异化战略;成本领先与差异化融合战略,目标集聚与差异化融合战略。为了提升健身娱乐业的整体竞争力,提出了动态化,差异化竞争战略和中小企业联营的建议。

The study takes commercial comprehensive fitness clubs and golf clubs in Guangzhou for cases.The article adopts field research,interviews and literature,applies overall cost leadership,differentiation,focus to exploring the competitive strategy of sport fitness and leisure industry in Guangzhou.The results are as follows： differentiation according to the products or services and geographic;integration of overall cost leadership and differentiation strategies; integration of focus and differentiation strategies. In order to improve the competitive power of fitness and leisure industry,the study proposes dynamic strategies,differentlation strategies and mid-- and small--scale enterprise affiliation.