游戏论对健身俱乐部经营模式优化的启示

Enlightenment of Game Theory on Optimization of Fitness Club Management Model

为突破传统商业健身俱乐部的现实困境,谋求持续发展的新思路,运用文献研究法、实地考察法等方法,结合实际分析游戏与体育的本质关系并对健身俱乐部经营模式的优化有所启示。研究发现,健身的价值核心与游戏精神在身体意识觉醒、心理状态调整与社会关系成长这三方面相统一。回归游戏的价值取向,遵从游戏的本源精神是传统健身房突破发展困境的必由之路。但是,目前健身俱乐部中存在着同质化、日常化、学员地位绝对化与教练身份边缘化等游戏精神异化现象,阻碍着传统健身俱乐部的良性发展。健身俱乐部应摆脱器械束缚,打造行业内同质产品的差异化,通过情景设置突破日常化壁垒,创造沉浸式氛围,重视学员体验的同时也要充分发挥教练员的作用,提高自身在健身市场中的竞争力。

In order to break through the real dilemma of traditional commercial fitness clubs and seek new ideas for sustainable development,the use of literature research,field investigations and other methods,combined with actual analysis of the essential relationship between games and sports,and has implications for the optimization of the fitness club's business model.Research has found that the core value of fitness and the spirit of play are unified in three aspects:physical consciousness awakening,mental state adjustment and social relationship growth.Returning to the value orientation of the game and following the original spirit of the game is the only way for the traditional gym to break through the development dilemma.However,there are phenomena of game spirit alienation such as homogeneity,daily,absolute status of students,and marginalization of coach status in fitness clubs,which hinder the healthy development of traditional fitness clubs.Fitness clubs should get rid of the constraints of equipment,create a differentiation of homogeneous products in the industry,break through daily barriers through scenario setting,create an immersive atmosphere,pay attention to the experience of students,and give full play to the role of coaches to improve competitiveness in the fitness market.