新冠疫情下商业健身俱乐部运营的困境与应对策略  

Difficulties and Coping Strategies of Commercial Fitness Clubs under COVID-19

作　　者：吴越[1] 左为东[1] WU Yue;ZUO Weidong(School of Physical Education,Huanggang Normal University,Huanggang Hubei,438000)

机构地区：[1]黄冈师范学院体育学院,湖北黄冈438000

出　　处：《湖北体育科技》2021年第4期300-302,363,共4页Hubei Sports Science

基　　金：湖北省教育厅科学技术研究计划指导性项目(B2018185)。

摘　　要：在新冠肺炎疫情较长周期防控措施背景下,探讨我国商业健身俱乐部运营状况具有现实意义。本文采用文献分析和案例分析相结合的方法,探寻疫情下我国商业健身俱乐部的运营困境和应对策略。结论:疫情封锁期的资金亏损、疫情防控期的营收退坡、疫情导致的纠纷、诉讼增多成为我国商业健身俱乐部的主要困扰,并对俱乐部的正常运营形成了较大的冲击。为了应对挑战,商业健身俱乐部通过申领政府优惠政策和扶持资金、开发线上产品布局、拓展融资渠道、降低运营成本、引导消费回流等方式,确保商业健身俱乐部在疫情特殊背景下的运营稳定。Under the background of COVID-19 epidemic prevention and control measures,it is of practical significance to explore the operation status of commercial fitness clubs in China.This paper uses the methods of literature analysis and case analysis to explore the operational difficulties and coping strategies of commercial fitness clubs in China under the epidemic situation.The conclusions include that the fund loss during the epidemic blockade period,the decline of revenue during the epidemic prevention and control period,the increase of disputes and lawsuits caused by the epidemic have become the main problems of the commercial fitness clubs in China,and have a great impact on the normal operation of the clubs.In order to meet the challenges,commercial fitness clubs could apply for government preferential policies and support funds,develop online product layout,expand financing channels,reduce operating costs,guide consumption return and other ways to ensure the operation stability of commercial fitness clubs under the special background of the epidemic.

关 键 词：新冠肺炎 健身俱乐部 商业运营 体育产业 

分 类 号：G806[文化科学—运动人体科学]