“互联网+”时代健身产业运营模式探索及启示

Exploration and Enlightenment of the Operation Mode of the Internet Plus Health Industry

为深入贯彻《国务院关于加快发展体育产业促进体育消费的若干意见》精神,采用文献资料、访谈、实地考察、调查问卷等研究方法,以我国大型商业连锁健身产业知名品牌的力美健连锁健身俱乐为个案,对其发展现状和"互联网+"的营销模式进行了探析。研究结果表明:其主要模式有互联网+微信公众号营销模式、互联网+口碑营销模式、互联网+关系营销模式和互联网+广告营销模式等,力美健健身俱乐部的这些营销模式为促进我国体育健身产业的健康、稳定和可持续发展具有重要借鉴意义。

For the thorough implementation of the spirit of the Opinions of the State Council on Accelerating the Development of Sports Industry and Promoting Sports Consumption,by using the methodologies of document research,interview survey,on-the- spot investigation,and questionnaire survey,taking one of the famous brands of large- scale chains of health industry in China,Li Mei Jian as a case,this paper has explored and analyzed its development status and operation mode of the Internet plus. The study shows that the main operation modes,including internet plus Wechat public number,internet plus reputation,internet plus relation,internet plus advertisement and so on,have important references for promoting the healthy,stable and sustainable development of the sports and health industry in China.