市场结构下我国健身休闲业发展滞碍及应对路径

Obstacles and Countermeasures of Chinese Fitness and Leisure Industry Development under Market Structure

从市场结构的供给端与需求端视角出发,围绕新冠疫情对健身休闲业带来的冲击和机遇展开探讨。研究认为,供需两端面临的滞碍在于:传统模式发展遭桎梏、产业链稳定性受考验、产品服务供需不匹配;部分群众消费水平受限、体育精神需求愈加多元。同时迸发的机遇有:新业态快速崛起、政策红利充分释放;健身意识全面觉醒、新经济拐点的萌发。供需两端均受到影响的情况下,提出转危为机的应对路径:供给创新拉动内需,攻占蓝海领域市场;扩大数字经济效用,推动新业态匹配需求;政企共筑市场信心,完善产业保障机制。

The fitness and leisure industry is an emerging national industry with the widest coverage and the highest contribution value in the sports industry,it is the core driving force to promote the growth of the sports industry,and the structural adjustment and upgrading of the fitness and leisure industry is a scientific choice to promote supply-side reform and vigorously develop the fitness and leisure industry.Studies from the perspective of the supply side and the demand side of the market structure,the article discusses the impact and opportunities brought by the new coronavirus pneumonia epidemic(referred to as the"COVID-19")on the fitness and leisure industry.Studies indicate,the dilemma facing both ends of supply and demand lies in:the development of the traditional model is fettered,and the stability of the industry chain is tested,product service supply and demand mismatch,the consumption level of some people is restricted,sportsmanship needs become more diverse.Opportunities that burst out at the same time are:the rapid rise of new formats,full release of policy dividends;the full awakening of fitness awareness and the emergence of a new economic turning point.When both supply and demand are affected,propose a development path to turn crisis into opportunity:supply innovation drives domestic demand and capture the blue ocean market;expand the utility of the digital economy and promote new business formats to match demand;government and enterprises jointly build market confidence and improve industrial security mechanisms.