Research On Current Status And Developmental Strategies Of Commercial Sport Clubs In Shanghai

China is experiencing a comprehensive economic and social reform. The developing economic has changed the lifestyle of Chinese people. People have more leisure time and are more aware of the importance of sport and fitness as the way of improving their health and life quality. All these above create a favorite environment for commercial sport & fitness club industry. As one of the economic centers of China, Shanghai has significant advantages in economic, culture, and social wellness etc and it's commercial sport & fitness club industry is developing in the fast track. But the industry, as in its sunrise stage, has problems almost in every aspect The objectives of this paper are to draw a picture of current commercial sport & fitness club industry of Shanghai and accordingly, propose the constructive development strategies. For these purpose, a detailed survey was conducted covering more than 20 commercial sport & fitness clubs, 70 managers and coaches, and 550 consumers. Different research methods were employed, including questionnaire, statistics, interviewing experts and documentation study. The ultimate goal of the research is to provide a sound support to investors, managers and policy makers based on systematic market analysis and statistics. Hence, help the industry to be in a better way to serve people's increasing demand for "a healthier and happier life".The research shows:1. The commercial sport & fitness clubs in Shanghai are mainly midsize and can well serve the basic fitness demand of city residents. But there is a lag in industry regulation.2. The commercial sport & fitness clubs are well equipped. The problem is that they become more and more homogeneous, lack diversified characters. At the meantime, there is a shortage in the managerial personnel with both business mind and physical education expertise.3. Innovation should be introduced into marketing and management.4. The managers of commercial sport & fitness clubs have high educational background. Their management idea emphasizes "For people".5. The coaches of commercial sport & fitness clubs are normally young and with lower education background. Only 57.35% of them have professional certificate. One of the contributors to this phenomenon is their low income and low level in the personnel hierarchy of the industry.6. Consumers are mainly in the age segment of 30 - 45 and are well educated. " A healthier life" is their main purpose of doing fitness excise.Strategies:1. Accelerate the construction and development of commercial sport & fitness clubs. Establish a systematic regulatory decree body.2. Encourage the establishment of franchised commercial chain of commercial sport & fitness clubs and its "scale merit". Lower the cost for both of the enterprise and the consumer.3. Emphasize diversified service of commercial sport & fitness clubs. 4. Strengthen human resource management and personnel training of commercial sport & fitness club industry. Enhance the professionalism level of managers and coaches.5. Club Association shall be found for commercial sport & fitness club industry as the platform of communication of its members.6. Wake consumers' awareness of "sport & fitness for a healthy life".