高质量发展视角下我国传统健身俱乐部的困境探因与实施路径

赵犇，马丽，万发同，张飞飞

摘要：在我國经济寻求高质量转型和健身市场竞争愈发激烈的背景下，传统健身俱乐部发展中的非理性化、非市场化行为被逐渐发现并不断放大，造成了其闭店、停业、“跑路”等问题的接连涌现。以高质量发展的理念为指导，从资本、劳动力、创新以及服务等四大要素为切入点，运用调查法、访谈法、数理统计法、逻辑分析法，通过对全国部分大中城市传统健身俱乐部的调研，剖析其面临的困境并提出对策。研究指出：（1）当前我国传统健身俱乐部高质量发展面临的困境，在资本方面，体现为成本控制水平偏低;在劳动力方面，体现为教练发展和管理的两难;在服务方面，体现为重销售轻服务的导向;在创新方面，体现为同质化竞争较为严重。（2）破解我国传统健身俱乐部高质量发展面临的困境，需要合理设计，提升成本控制水平;多维并举，规范教练管理;重视服务，回归第三产业本质;突出创新，挖掘特色健身内容。

关键词：体育产业;高质量发展;传统健身俱乐部;困境;对策

中图分类号：G80-051文献标识码：A文章编号：1006-2076（2021）04-0026-10

Dilemma and countermeasures of Chinese traditional fitness clubs from the perspective of high quality development： Based on the investigation of some large and medium-sized cities in China

ZHAO Ben1，MA Li2，WAN Fatong3，ZHANG Feifei4

1.College of Physical Education and Health， East China Normal University， Shanghai 200241，China; 2. Dept.of Police PE，Xinjiang Police College， Urumqi 830013， Xinjiang， China; 3.School of Competitive Sports and Physical Education， Shandong Sport University， Rizhao 276826， Shandong， China; 4.Dept.of Sport and Art， Chengde Vocational Institute of Applied Technology， Chengde 067000，Hebei， China.

Abstract：Under the background of China's economy seeking high-quality transformation and the increasingly fierce competition in the fitness market， the irrational and non-market behaviors in the development of traditional fitness clubs have been gradually found and enlarged， resulting in the continuous emergence of problems such as closing stores， closing businesses and running. Guided by the overall goal of high-quality development， using the methods of investigation， interview and inductive analysis， logical analysis， this paper analyzes the difficulties faced with the traditional fitness clubs in China from the four elements of capital， labor force， innovation and service， and puts forward countermeasures. The research points out that：（1） The dilemma of the high quality development of traditional fitness clubs in China are reflected in the low level of cost control in terms of capital; the dilemma of coach management in terms of labor force; the orientation of focusing on sales rather than services in terms of service; the serious homogenization of competition in terms of innovation.（2） To solve the dilemma of the high quality development of traditional fitness clubs in China， we need to start from four aspects： reasonable design， improved cost control level; multi-dimensional development， standardized coach management; attention to service， return to the essence of the tertiary industry; highlight innovation， and explore the content of featured fitness.

Key words：sports industry; high quality development; traditional fitness club; dilemma; countermeasures

党的十九大报告指出：“我国经济已由高速增长阶段转向高质量发展阶段，正处在转变发展方式、优化经济结构、转换增长动力的攻关期......。”根据这一目标，国务院于2019年颁布《关于促进全民健身和体育消费推动体育产业高质量发展的意见》，为体育产业各个部门的发展指明了方向。2020年9月22日，习近平总书记在“教育文化卫生体育领域专家代表座谈会”上的讲话再次强调：“要推动体育产业高质量发展，不断满足体育消费需求。……