健身器械生产企业商业模式创新研究

Study on the Business Model Innovation of Fitness Equipment Manufacturers

健身器械生产企业正处于从传统生产模式向高技术含量、高附加值方向发展的过程中,受到传统商业模式的掣肘,以价值主张为核心的商业模式创新是传统健身器械生产企业发展的关键。基于商业模式画布模型,分析企业的价值逻辑和要素,研究发现传统健身器械生产企业商业模式的转变和创新应集中在营销策略、品牌建设、战略合作及市场拓展等方面。

Fitness equipment manufacturers are constrained by the traditional business model in the process of developing towards high technology content and high added value.The innovation of business model with value proposition as the core is the key to the development of fitness equipment manufacturers.By using the commercial model canvas model to describe the value logic and elements of the fitness equipment manufacturers,it is found that the business model of the fitness equipment manufacturers should be transformed and innovated in marketing strategy,brand construction,strategic cooperation,market development and other directions.