Comparative Analysis Of Business Models Of Children's Gymnastics Training Institutions In Shanghai

At present,China's sports training industry is developing rapidly.In the "Action Plan for Further Promoting Sports Consumption(2019-2020)" released in early 2019,the State Sports General Administration emphasized the need to vigorously develop the sports training market and strengthen youth sports skills training.At present,the gymnastics center has begun to vigorously promote the happy gymnastics program,and many favorable measures have promoted the rapid development of the children's gymnastics training market.However,many problems have been exposed in the development process,especially the understanding of the business models of related companies needs to be improved.Therefore,taking the business model of the Shanghai children's gymnastics training institution as the research object,using the Osterwalder business model canvas model as the analysis tool,through the literature data method,interview method,field survey method,comparative analysis method and other research methods,the two chain operations The institution and two independently operated institutions conducted a comparative study,trying to discover the current problems of Shanghai children's gymnastics training institutions from the perspective of business models and put forward corresponding optimization strategies to provide some help for the development of children's gymnastics training institutions.It also provides references for other sports training institutions.The study has reached the following conclusions:(1)The overall business model of chain operating agencies has obvious advantages and strong market competitiveness,but some aspects still need to be improved;independent operating agencies have certain advantages in terms of partners and cost structure,but the overall structure is not perfect and needs to be compared Adjust more.(2)Product module:The value proposition of the two types of institutions is through the form of gymnastics courses to improve students' physical fitness,master sports skills,cultivate sports interest,exercise will quality,and assist students to improve some other qualities of students.(3)In terms of basic modules:the core resources of chain agencies are gymnastics training courses that rely on a standardized and unified teaching system.The internal process management on the key business level is more systematic,the assignment of work responsibilities is clear and reasonable,and there are many partners;It is a gymnastics training course that depends on the professional level of coaches.It is easily affected by the movement of coaches and changes in teaching levels.The internal business management is not reasonable,the work is unevenly distributed,and the partners are single.(4)Customer module:Chain agencies have better customer service content and standardized customer relationship management systems at the customer relationship level.Channel channels are more diversified,and the customer segmentation market has a wide range of positioning;customer service content provided by small independent institutions Less,the customer relationship management system is not perfect,the channel channel is relatively single,and the positioning of the customer segment market is relatively small.(5)In terms of financial modules:the cost structure of chain agencies is complicated and the investment is large;the cost structure of independent agencies is flexible and the investment is limited.Institutions with two business models on income sources mainly rely on course service fees.(6)It is recommended that chain organizations strengthen the internal construction of the organization,increase teaching and training efforts,and seek efficient channels of cooperation;independent organizations strengthen course research and development,optimize business process management,expand online promotion channels,carry out multi-party exchanges and cooperation,and expand customer segmentation To improve the quality of customer service.