健身服务业线上线下融合发展的机遇、机理与路径  

Opportunity,Mechanism and Path of Online and Offl ine Integration Development of Fitness Service Industry

作　　者：刘建武 钟丽萍[2] 张凤彪[2] LIU Jian-wu;ZHONG Li-ping;ZHANG Feng-biao(Department of Physical Education and Health Teaching and Research,Hunan Applied Technology University,Changde 415000,China;College of Physical Education,Hunan University of Technology,Zhuzhou 412000,China)

机构地区：[1]湖南应用技术学院体育与健康教学研究部,湖南常德415000 [2]湖南工业大学体育学院,湖南株洲412000

出　　处：《体育文化导刊》2021年第9期86-92,104,共8页Sports Culture Guide

基　　金：教育部人文社科研究规划项目(17YJA890031);湖南省教育厅科学研究优秀青年项目(18B306);湖南省社会科学成果评审委员会(XSP18YBC342)。

摘　　要：运用文献资料法和案例分析法,对健身服务业线上线下融合发展的机遇、机理与路径进行研究。发展机遇:信息技术的快速发展提供技术支撑,“互联网+”政策的出台营造发展环境,体育产业转型升级培育内驱动力,体育消费升级拉动市场需求;发展机理:技术与产品渗透融合、市场与业务重组融合。提出发展路径:加速技术渗透融合,普及线上健身服务新业态;推动产品渗透融合,拓展线上健身服务新领域;促进市场重组融合,推动融合互通;推进业务重组融合,提升融合效率;出台相关政策,创设融合环境。By using the methods of literature review and case analysis,this paper studied the development opportunity,mechanism and path of online and offline integration of fitness service industry.Development opportunity:The rapid development of information technology provides technical support,the introduction of internet plus policy creates a development environment,the transformation and upgrading of sports industry cultivate internal driving force,and the upgrading of sports consumption drives market demand.Development mechanism includes penetration and integration between technology and product,restructuring and integration between market and business.Development path:We should accelerate the penetration and integration of technology to popularize the new format of online fitness service,promote product penetration and integration to expand new areas of online fi tness services,facilitate market restructuring and integration to promote integration and connectivity,promote business restructuring and integration to improve integration effi ciency,and introduce relevant policies to create an integrated environment.

关 键 词：体育经济 健身服务业 线上线下 融合发展 

分 类 号：G812[文化科学—体育学]