“互联网+健身”消费特征及其形成机理解析

Analysis on the Characteristics and Formation Mechanism of“Internet + Fitness”Consumption

明晰"互联网+健身"消费特征及其形成机理有利于更好地发挥互联网在促进健身消费中的功能。消费者运用互联网进行健身消费,具有消费需求多元化、消费模式多样化、消费场景虚拟化等特征;企业在生产健身消费品则从同质化、标准化趋向于多品种、小批量、个性化,服务更加注重线上线下场景闭环融合。从3个层面解析了"互联网+健身"消费特征的形成机理:个人层面,互联网重塑消费力使整个供应链逆向再造;企业层面,互联网重构企业获取经济租金形式;资本层面,因社会资本存量增大导致信用等级制建立。

To study the characteristics and formation mechanism of Internet + fitness consumption is helpful in playing the role of the Internet in promoting fitness consumption.Consumers use the Internet for fitness consumption, which has the characteristics of diversified consumption demands, diversified consumption modes and virtual consumption scenes.In the production of fitness consumer goods, enterprises tend to be of multi variety, with mall batch and personalized from homogeneity and standardization.Attention should be paid to the closed-loop integration of online and offline scenes.Finally, the formation mechanisms of these characteristics are analyzed from three aspects.From individual views, the Internet is reshaping consumer power to make the supply chain reverse-recreated.From the perspective of enterprises, there has been changed for each business in the form of receiving economic rents.From the perspective of social capital, the credit hierarchy was established because of the increase of social capital stock.