Research On The Transformation And Upgrading Of Commercial Fitness Clubs In Shandong Province

The continuous improvement of the national fitness public service system has enhanced people's willingness to participate in sports,and active participation in sports has become a daily necessity for people to obtain health.The change of sports consumption values and the promotion of sports industrial policies have diversified the demand and supply of national fitness and provided a good opportunity for the emergence and development of commercial fitness clubs.As the market segment of sports industry closest to consumers,commercial fitness clubs have experienced a rapid growth in the past 30 years,which has led to the emergence of collective weakness.Many well-known commercial fitness clubs have fallen into difficulties in their development.As a major province of sports,Shandong province enjoys a steady growth in the scale of sports industry,and the proportion of the output of sports service industry keeps rising.As a way of diversified supply of sports service products,commercial fitness clubs play an important role in promoting the development of sports industry in Shandong province.In the critical period of Shandong province's implementation of the major project of replacing old growth drivers with new ones,how to realize the transformation and upgrading of traditional commercial fitness clubs has become an urgent problem to be solved in the face of the increasing demands of the fitness marke.On the basis of summarizing and summarizing the current situation of the development of commercial fitness clubs at home and abroad,this paper makes an empirical analysis of the current situation of the development of commercial fitness clubs in Shandong province by using the methods of literature review,questionnaire survey,field investigation and expert interview.In Shandong province with the method of combining theory and practice of the commercial fitness club development present situation investigation,and the transformation and upgrading of Shandong commercial fitness club environment of internal advantages,disadvantages,external opportunities and challenges,in Shandong province commercial fitness club specific way of transformation and upgrading,transformation and upgrading of the strategy has carried on the comprehensive system research.The main conclusions are as follows:(1)The commercial fitness industry in Shandong province has a single profit model,poor quality of traditional service model,single and homogeneous fitness type,uneven talent level,low member satisfaction rate and poor user stickiness,which makes it difficult to meet the diversified needs of social fitness in the new era.(2)The commercial fitness club of Shandong province is the homogeneity of serious shortage of talents,brand spread,the condition of low threshold of industry standard determines the transformation and upgrading of the commercial fitness club is imperative,as a big economic province and sports big province,Shandong province to achieve the transformation and upgrading of the commercial fitness club provides superior economic foundation and strong industry market,but the fitness market low barriers to entry and exit barriers,the related preferential policies block,the competition between international and domestic fitness enterprises such as reality,is the current commercial fitness club transformation and upgrading of the main threats.(3)The business mode of commercial fitness clubs in Shandong province should be transformed from traditional mode to Shared mode,the business form of the clubs should be transformed from "large and complete" to "small and fine",the profit mode of the clubs should be transformed from single type to comprehensive,the fitness mode should be promoted to upgrade from traditional equipment mode to intelligent fitness mode,and the diversified supply chain of compound talents should be further improved.(4)In the transformation and upgrading development of Shandong province's commercial fitness clubs,adhere to innovation-driven development and improve their own competitive advantages;To meet the diversity of social needs and improve service quality;Cross-border integration to achieve comprehensive upgrading of the fitness industry;Strengthening human capital investment and realizing talent integration and innovation;Develop cross-border integration to boost smart fitness;Strengthen policy supply,make good use of policy dividend,and realize the healthy and sustainable development of Shandong commercial fitness clubs.