Analysis And Optimization Of GY Gym Business Model Under The Background Of "Internet+"

With the continuous development and progress of social economy,people’s attention and demand for health is ever-increasing.Together with the further implementation of China’s reform and opening-up,gymnasiums have rapidly developed with diversified models,which can be categorized into three different kinds of ones: traditional health clubs,gymnasiums with private trainers and smart gymnasiums.In recent years,China has successively introduced Internet Plus-related policies to encourage the deep integration of traditional industries and Internet Plus technologies,accelerating the development of industries and enhancing the innovation capabilities of various enterprises.At the same time,some of advanced technical means represented by artificial intelligence and big data are gradually introduced and deeply applied in the operation process of gymnasiums.Herein,how to design scientific development strategies according to today’s complex market environment and business models is a core issue that gymnasium operators should pay more and close attention to.This paper mainly takes GY gymnasium as an instance to study the problems existing in its current business model and accordingly propose suggestions for optimization through a comprehensive analysis of GY gymnasium’s business model which specifically refers to the nine-element business model canvas analysis and in-depth interviews based on the theories of business model,value chain and supply chain.In the study,GY gymnasium is selected as the object of research as it locally enjoys a significant influence.In the research,firstly,the nine-element of business model canvas is applied to analyze GY gymnasium’s business model from nine aspects,including customer segmentation,channel strategy,value proposition,core resources,revenue sources,etc.Secondly,combined with the in-depth interviews with the gymnasium managers and employees,the analysis is conducted to explore the existing problems of its business model and the reasons to them,and,finally,corresponding optimization suggestions for the lost GY gymnasium are put forward.The main discovery of the research is that the business model of GY gymnasium as a fitness enterprise in the new era has the following defects: fuzzy customer segmentation,inadequate platform promotion,low brand awareness,unreasonable product structure,incomplete integration with Internet Plus technologies,and single customer acquisition channel.In response to the abovementioned problems,the following adjustments shall be suggested to make: maintaining talent advantages,increasing innovation investment,making precise customer positioning,subdividing customer needs,optimizing customer relationships,strengthening brand building,improving platform construction,expanding promotions,enriching product structure,deepening the combination with the Internet,and comprehensively developing channels to facilitate sales.The study proposes optimization measures for GY gymnasium’s business model to enhance its competitiveness under the era context of Internet Plus.Furthermore,this study and its findings help fill the research gap of exploring the business model of fitness enterprises under the background of the rapid development of information technology,contributing some valuable decision-making suggestions for the future development of gymnasium enterprises of the same type.