优化与改革:预付式消费视角下健身俱乐部商业模式的完善

Optimization and Reform:Improvement in Business Modes of Fitness Clubs under Perspective of Prepaid Consumption

在政策与社会环境的双重良性刺激下,健身俱乐部商业模式的优化与改革是行业高质量发展的关键。采用文献资料、案例分析等方法,基于预付式消费视角,对预付式消费盛行的动因、健身俱乐部传统商业模式的运行特征与主要矛盾、发展困境与完善途径、缺乏转型动力的根本原因进行了剖析,并提出了可借鉴的成熟商业模式。研究认为,预付式消费是当前健身俱乐部商业运行的主要特征,基于预付式消费的销售性规模扩张与服务性精细运营是其传统商业模式运行的主要矛盾;预付式消费下的健身俱乐部面临内部治理缺失、经营内容单一、制约章程缺乏、同行恶性竞争等问题,应通过章程制约、内容开发、回归本源、优化营销和扩展服务进行优化;阻碍健身俱乐部转型的根本原因在于内生动力的缺乏和外部推力的不足;全服务体系商业模式、标准化简服商业模式、健身共享平台商业模式与多样健身社群商业模式是可借鉴的成熟模式。

Under the dual benign stimulus of policy and social environment,the optimization and reform of the business model of fitness clubs is the key to the high-quality development of the industry.Through literature study and case analysis,based on the perspective of prepaid consumption,this paper put forth mature business models and analyzed the reasons for the prevalence of prepaid consumption,the operating characteristics,the main contradictions in the traditional business model of fitness clubs,the development dilemma and the ways to overcome them,and the fundamental reasons for the lack of transformation motivation.It was held that prepaid consumption was the main feature of the current commercial operation of fitness clubs,the sales scale expansion and service-oriented fine operation based on prepaid consumption were the main contradictions in its traditional business model operation.Fitness clubs under prepaid consumption was faced with problems such as lack of internal governance problems,monotonous operating content,lack of regulations,and vicious competition among peers.These problems should be solved through regulations,content development,returning to the origin,optimizing marketing and services.The fundamental reason hindering the transformation of fitness clubs was the lack of endogenous motivation and insufficient external stimuli.The full-service system business model,standardized simple service business model,fitness sharing platform business model,and diverse fitness community business models were mature models for reference.