摘要经过十几年的发展，济南市的健身产业已经颇具规模，尤其是2008年北京奥运会以及2009年济南全运会以后，人们对生活质量有了新的要求，进一步刺激了健身产业的发展，同时也加剧了产业内部竞争与结构调整。然而，快速发展的同时，济南市健身产业又普遍面临行业整体利润走低、专业人才匮乏、市场管理混乱等问题。本文介绍了济南市健身产业的发展状况，并通过对比分析美国24小时健身俱乐部的发展，探索产业发展的一般规律，找出制约济南市健身产业发展的因素，并从行业管理者、经营者与消费者多个角度，提出解决的策略与建议，以期促进济南市健身产业的可持续发展，同时也有利于济南市整体经济水平与市民身体素质的提高。关键词（本论文范文的主要论点）：济南市健身产业；健身理念；可持续发展ABSTRACTAfter ten years of development,the fitness industry of Jinan has had a certain scale,especially after the Beijing 2008 Olympic Games and the Jinan 2009 National Games , people have new requirements on life,what further stimulated the development of fitness industry and intensified competition and restructuring within the industry.However,at the same time of high speed development,the fitness industry of Jinan is generally facing problems such as the decreasing industry profits,lack of professional personnel,market management confusion.This paper introduces the development of the fitness industry of Jinan,and by comparing with the 24 Hour Fitness Worldwide,exploring the general rules of industrial development,find out the limit of the development of Jinan's fitness industry.Then explore solutions from industry managers,operators and consumers,hoping to promote the sustainable development of Jinan's fitness industry and economy,improve people's fitness.Key words：The Fitness Industry Of Jinan；Fitness Concept；Sustainable Development 目 录
摘要…………………………………………...........…….............….…..….…………….I
ABSTRACT.............................................…..........................…………...........................….II
一、前言…….………........................…………………………………….….……………..1
二、济南市健身产业发展概况….........……………………….………….….………….….2
(一)发展背景 ……………………………………………..............…………………..2
(二)发展状况............................................................................................................3
三、济南市健身产业存在的问题.........................................................................................4
(一)行业整体利润不断下降..........................................................................................4
1.以价格战为主的恶性竞争...................................................................................4
2.投资成本上升.......................................................................................................4
3.服务质量下降.......................................................................................................5
(二)专业人才紧缺..........................................................................................................5
1.优秀的会籍顾问紧缺...........................................................................................5
2.专业教练紧缺.......................................................................................................5
(三)投资方式与经营模式单一......................................................................................6
(四)俱乐部定位不明确..................................................................................................6
(五)健身观念落后..........................................................................................................6
1.政府对健身产业扶持不够...................................................................................6
2.企业经营理念落后...............................................................................................7
3.消费者健身观念落后...........................................................................................7
四、与美国24小时俱乐部的比较........................................................................................8
(一)规模经济优势明显...............................................................................................8
(二)与科研力量紧密结合..............................................................................................8
(三)健身产业结构完善...............................................................................................9
(四)“训练营”模式的推广...................................................................................9
五、济南市健身产业发展对策与建议................................................................................10
(一)从政府管理部门角度的建议..........................................................................10
1.加强对产业的管理与法律法规建设................................................................10
2.对健身产业提供政策支持与优惠...................................................................10
3.扩大公益性健身设施规模与宣传力度.............................................................10
(二)从企业角度的对策.....................................................................................11
1.注重自身品牌的建设，以质量取胜..............................................................11
2.加强人才的吸收与培养..................................................................................11
3.进行科学的市场调研，探索新的经营模式...................................................12
4.提高科学技术对企业发展的贡献率...............................................................12
(三)从消费者角度的建议...........................................................................................13
结论......................………….………….……………………..….……...…..….……….....14
参考文献......................…………….…………………..….…..……………….………….15
致谢......................………………….……………………..…….…………...…………….16
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