数字经济背景下我国健身服务线上线下融合发展研究  

Online and Offline Integration Development of Fitness Service in China in Digital Economy

作　　者：刘建武 钟丽萍[2] 范成文[2] LIU Jianwu;ZHONG Liping;FAN Chengwen(Dept.of Physical Education and Health Teaching and Research,Hunan Applied Technology Univ.,Changde 415000,China;Dept.of Physical Education,Hunan Univ.of Technology,Zhuzhou 412007,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412007

出　　处：《体育教育学刊》2022年第6期43-49,F0003,共8页Journal of Physical Education

基　　金：湖南省教育厅科学研究青年项目(21B0912);湖南省社科评审委员会项目(XSP22YBC118);常德市社科评审委员会项目(CSP22YC13)。

摘　　要：梳理健身服务业与线上线下融合相关文献,阐释健身服务业线上线下融合发展的内涵与特征。数字经济背景下,健身服务业线上线下融合发展存在发展环境有待改善、数字经济应用不足、商业运营模式不完善、服务市场不统一等现实困境,提出健身服务业线上线下融合发展的实践路径:完善产业政策与制度,优化线上线下融合环境;加强数字技术的研发与应用,破解线上线下融合的技术壁垒;探索多元化运营模式,推动线上线下盈利模式融合;推进线上与线下资源重组,促进线上线下市场融合。The literature related to fitness service industry and online and offline integration is reviewed, and the connotation and characteristics of online and offline integration development of fitness service industry are explained. Under the background of digital economy, the development of online and offline integration of fitness service industry has a development environment to be improved, insufficient application of digital economy, imperfect business operation model and non-uniform service market. The practical paths for the integration of online and offline in fitness service industry are proposed, such as to improve industrial policies and systems to optimize the environment of online and offline integration, to strengthen the digital technology and its application to break the technology barrier of the online and offline integration, to explore diversified operation modes and promote the integration of online and offline profit models, to promote the reorganization of online and offline resources and the integration of online and offline markets.

关 键 词：体育产业 健身服务业 线上线下融合 数字经济 

分 类 号：G80-05[文化科学—运动人体科学]