基于Keep健身的实践案例探究双循环背景下健身服务业的发展方向  

Exploring Fitness Service Industry Development Under the Background of "Double Circulation "New Development Pattern Based on the Practical Case of Keep Fitness

作　　者：尹廷廷 钟丽萍[1] 刘建武 钟江南 周进 龙寰宇 万佳慧 向芳媛 YIN Tingting;ZHONG Liping;LIU Jianwu;ZHONG Jiangnan;ZHOU Jin;LONG Huanyu;WAN Jiahui;XIANG Fangyuan(School of Physical Education,Hunan University of Technology,Zhuzhou Hunan,412007)

机构地区：[1]湖南工业大学体育学院,湖南株洲412007

出　　处：《湖北体育科技》2021年第8期689-695,共7页Hubei Sports Science

摘　　要：运用文献资料法、个案分析法等研究方法,基于构建国内大循环为主体,国内国际双循环相互促进的新发展格局的背景下,厘清健身服务业的发展趋向:围绕扩大内需战略基点,坚持健身服务业的供给侧结构性改革;开辟新型消费新空间,激发居民健身服务消费潜力;致力于高水平的开放发展,提升健身服务业的国际竞争优势。其面临的挑战为:健身服务供给质量不高,产品有效供给不足;健身运营有待优化,营销方式单一;健身产品外销能力较弱,品牌竞争力不强。同时,在分析Keep健身发展的实践经验上,进一步系统化的提出高质量发展策略包括,强化体育消费政策供给,释放全民健身消费潜力;加大内容营销投入,引领健身消费升级;推进智能技术赋能,提升健身产品迭代升级;快速融入数字经济,完善健身服务业产业链循环;加快自主创新,提升品牌国际竞争力。The research methods of literature and case study are used to clarify the development trend of the fitness service industry based on the background of building a new development pattern in which the domestic cycle is the main body and the domestic and international cycles promote each other,focus on the strategic base of expanding domestic demand,adhere to the supply-side structural reform of the fitness service industry,open-up new consumption space,stimulate the potential of residents'fitness service consumption,commit to high-level open development,and to enhance the international competitive advantage of fitness service industry.The challenges it faces are the quality of fitness service supply is not high,and the effective supply of products is insufficient,fitness operations need to be optimised and marketing methods are single,fitness products have a weak export capacity,and brand competitiveness is not strong.At the same time,on the basis of the analysis of the practical experience of Keep fitness development,further systematic strategies for high-quality development are proposed including strengthening the supply of sports consumption policies to release the potential of national fitness consumption,increasing the investment in content marketing to lead the upgrading of fitness consumption,promoting intelligent technology empowerment to enhance the iteration and upgrading of fitness products,rapidly integrating into the digital economy to improve the cycle of the fitness service industry chain,and accelerating independent innovation to Accelerate independent innovation to enhance the international competitiveness of brands.

关 键 词：双循环新发展格局 健身服务业 KEEP 产品与服务 健身消费 体育产业 

分 类 号：G805[文化科学—运动人体科学]