Research On Value Co-Creation Path Of Elderly Customers' Participation In Sports Health Service

China is the country with the largest elderly population in the world,and the aging is deepening,the situation is very serious.Driven by policy planning and market innovation of sports industry and health industry,the integration of sports and medicine has been continuously promoted,and products and services such as sports intervention,chronic disease prevention and treatment,health promotion,physical assessment,sports monitoring and sports rehabilitation have been continuously formed,and various sports health service modes have emerged,sports health service has gradually become a new channel to actively deal with the aging population.The related research of sports health service has been paid more and more attention by the academia and the industry.The research of elderly customers' participation in sports health service value co creation is still a relatively new research field.This paper takes the value co creation path of elderly customers' participation in sports health service as the research object,comprehensively uses the service leading logic theory and MOA theory,adopts the methods of combining theoretical analysis and case analysis,qualitative research and quantitative research,analyzes layer by layer,and probes into the relevant theories of sports health service and customers' participation in sports health service,According to the logic of "motivation behavior result",this paper constructs the analysis framework of the value co creation path of customer participation in sports health service,systematically analyzes the connotation and dimensions of each element,and empirically reveals the value co creation path of elderly customers' participation in sports health service.The main conclusions are as follows:firstly,Sports Health Service is aimed at improving the health level of the whole people,oriented to better meet People's health needs,using sports intervention as a means,through the coordination of sports medicine departments,integration of technology and integration of resources,etc.,to provide sports intervention in chronic diseases,sports rehabilitation,sports to promote health and other services.Sports Health Service has the characteristics of product mix,object extensiveness,process fusion,value diversity and active participation.From the point of view of function attribute and consumption demand,sports health service can be divided into health repair,health maintenance and health promotion,sports health services can be divided into sports medical services,sports fitness services,Sports Information Services,sports insurance services,sports organization and Management Services and sports equipment related products sales,rental and trade agents.Sports Health Service as a comprehensive service involves many stakeholders,this paper divides it into three types: core,sub-core and marginal stakeholders based on stakeholder theory.Secondly,the customer participation in the context of sports health service has a unique connotation.In the way of participation,it has the dual attributes of sports participation and service participation.In the way of service production,it has both cooperative production and independent production;Its characteristics include active health,full participation and immersive experience;In terms of types,according to the motivation of participation,it can be divided into passive participation and active participation,and according to the intensity of participation,it can be divided into strong participation and weak participation.Customers play a leading role in the process of value co creation and need to invest in health knowledge,sports skills,sports experience and other resources;Customer value is endogenous in cooperative production and is perceived by customers;Customer value has a complex high-level structure,including explicit value(such as health promotion,chronic disease intervention,physical and mental pleasure,healthy life,leisure and entertainment,etc.)and implicit value(including reducing medical expenditure,improving labor ability,promoting family harmony and community harmony,etc.).Thirdly,the theoretical framework of elderly customers' participation in sports health service value co creation involves five core categories and 14 main categories of participation motivation,participation opportunity,participation ability,customer participation and customer value.Among them,participation motivation includes health motivation and social motivation,participation opportunity includes geographical accessibility and content adaptability,and participation ability includes knowledge reserve and physical ability,Customer participation includes interpersonal interaction,information sharing and cooperation.Customer value includes practical value,hedonic value,learning value,social value and economic value.Participation motivation,participation opportunity and participation ability can significantly positively affect customer participation in sports health service,and participation motivation indirectly affects customer participation through participation opportunity and participation ability.Customer participation has a significant positive impact on customer value.Through the research,this article thinks that the path of our country's health security system construction has changed gradually in the new era,and the development logic of health service turns to the healthy development idea of "regarding people's health as the center",turning to the Integrated Sports Health Service System of prevention,rehabilitation and health promotion,turning to the model of Sports Health Promotion Service which is led by the government,coordinated by departments and participated by the whole society,therefore,it is suggested that government departments should establish the concept of people's health-centered service,optimize the supply system of sports health service,and perfect the demand management of Sports Health Service.