Research On The Development Strategy Of Leisure And Fitness Industry In Liuzhou Urban Under The Background Of National Fitness

With the increasingly development of urbanization and consumption level in China, the residents' consumption concept has changed significantly;in the field of healthy consumption, the increasement of the average sports consumption expenditure promotes the development of the leisure fitness industry. Fitness and leisure industry located in Guangxi Zhuang Autonomous Region with regional advantages of China-ASEAN economic cooperation and exchanges, has become an important force in the optimization of Guangxi urban resources and become the new industry to promote economic development in urban areas, besides it promots the development of national fitness practice.Fitness and leisure industry in Guangxi Zhuang Autonomous Region has various values of culture, economy, health and leisu. Therefore, the research about fitness and leisure industry and the exploration of fitness and leisure industry model from the height of development strategy have urgent significance for theory and practic.The objectives of this research are to study the development strategy of sports industry in Guangxi Zhuang Autonomous Region and to promote the development of fitness, as well as to provide the theoretical basis for the development of national fitness and practice. On this basis, this paper, rooted in the situation of leisure fitness club in Guangxi Zhuang Autonomous Region, analyzes the current situation of the development of leisure fitness industry and players in Guangxi Zhuang Autonomous Region and researches market structures and characteristics of leisure fitness industry by using the method of literature, expert interviews, questionnaire survey method, mathematical statistics method and empirical analysis method. Drawing Lessons from home and abroad, this paper tries to build a theoretical model for the future of current period of leisure and fitness industry in Guangxi Zhuang Autonomous Region with a combination of the actual situation. Research results are showed followingly: the development external environment of fitness club in Guangxi Zhuang Autonomous Region is pretty good; Its development trend is the large and medium-sized club with Chain business model; Club curriculua basicly meet consumers' demand but they lack special service projects; The overall consumption level of consumer groups is not high; Fitness instructors are mainly young men graduated from colleges and universities; The club price is not high and there is price competition between clubs; Development of fitness club has limitations because of the poor manager's professional management ability, backward management mode and the single form of publicity. Therefore, the fitness industry association should not play a unique role until the sports industry market mechanism in our country is perfect; The local government should increase policy and financial support and provide effective protection to the sustainable development of leisure sports industry; The club should strengthen system management, expand the scope of business, improve marketing system, develop speical projects, take competitive differentiation route.