Research On The Development Of Sports Fitness And Leisure Industry In Zibo

The occurrence and development of sports and fitness leisure industry is an objective reality possessing characteristics of the times.The development not only can improve people's livelihood and the quality of life,it also can meet the needs of recreational activities for the general public.Moreover,it drives the formation of the related sports industry chain as well as sports economy,and it is able to promote the development of economic diversification.The enjoyable experiences it offers for participants and the effectiveness it brings from politics,economy,culture and ecological environment are helpful for building a comprehensive well-off society,improving people's well-being and promoting the society's harmonious development.The main content of the paper lies in the current analysis and suggestions of sports and fitness leisure industry,and it takes Zibo city as the example.The paper uses literature,investigation,statistics and SWOT as the research methods.By empirical investigation of the sports and fitness leisure places as well as the participants in Zibo,it elaborates the current industry development and the existing problems.On the whole,sports and fitness leisure industry in Zibo is developing with a sound momentum,and there are also some deficiencies.For instance,the city is small,and the permanent resident population is small too as well as the floating population.Besides,the residents' consumption concepts are relatively conservative,which results in the low level of overall consumption;secondly,the related government departments are blurred in power and responsibility,and the service is weak,which fails to fulfill the responsibilities;thirdly,the development tag of self-disciplinary organization and the poor authority fail to play a role in maintaining market order;fourthly,the social capital enters into market blindly,which can cause overheated investment,and it is hard to form scale effect as well as industrial structure;fifthly,management level is low and the place's scale is small.Besides,the serious homogenization,the bad service,the weak creative spirit,and the unhealthy competition among corporations,all of them will lead to the disorder of market and the decline of economic benefits;sixthly,the talent scarcity,etc.The paper analyzes four aspects of Zibo's sports and fitness leisure industry:advantage,disadvantage,opportunity and challenge.It puts forward four developmentstrategies: in the first place,optimizing allocation of resources to build brand characteristics,which is called growth strategies;in the second place,promoting and enriching the propaganda,completing the construction of self-disciplinary organization,establishing the system of statistics and forecast,optimizing the industrial structure,driving the industrial convergence,which is called the torsion strategy;in the third place,optimizing government services,improving laws and regulations,improving the quality of service,promoting the combination of “production,education and scientific research”,which is called the multiple management strategies;in the fourth place,implementing the industrial support policy and the related laws,strengthening the communication among government,self-disciplinary organization and enterprise,enhancing exchanges and cooperation,coordinating the relationship among cities,enterprises and governments,which is called the defensive strategy.It takes three dimensions as the starting point: government,self-disciplinary organization and enterprise,and it puts forward some suggestions to enhance government functions,completing the construction of self-disciplinary organization and improving enterprises' core competitive.On one hand,it provides the theory reference for the future development of Zibo's sports and fitness leisure industry;on the other hand,it has real-life relevance to improve the awareness of sports and fitness leisure for the residents.