“运动银行”的运行机制、实施效果及优化路径研究——以JH运动银行为例  

Research on the Operation Mechanisms,Implementation Eff ects and Optimization Paths of“Sports Bank”——Taking JH Sports Bank as an Example

作　　者：金可蒙 方雪默 JIN Kemeng;FANG Xuemo(College of Physical Education and Health Sciences,Zhejiang Normal University Jinhua,Zhejiang 321004)

机构地区：[1]浙江师范大学体育与健康科学学院,浙江金华321004

出　　处：《中国商论》2023年第23期101-104,共4页China Journal of Commerce

基　　金：金华市社科联2022年度重点课题(ZD2022032);国家社会科学基金青年项目(22CTY018)。

摘　　要：本文采用文献资料、案例研究、专家访谈、实地考察等研究方法对JH运动银行的运行机制、实施效果和优化路径进行深入剖析。研究认为,运动银行本质是一种消费激励工具,旨在最大限度地打破时空限制,鼓励群众“想到就健身、随时可锻炼”。项目启动以来,该城市的健身人群数量有所增长,并在一定程度上刺激了体育消费的增长,部分体育场馆加快了智慧化改造的进程,但这个过程依然存在平台卡币兑换权益生态体系不完整、数字化应用场景和功能单一、场馆运营方缺乏改造经验、相关利益主体间合作机制不够清晰、营销和宣传效果欠佳等困境。因此,本文提出以下优化建议:加强宣传推广,夯实用户基础;破除技术壁垒,加快场馆智慧化升级;强化政府职责,提高项目运行机制保障;吸引多方参与,构建城市消费权益生态;丰富平台功能,完善场景应用,仅供参考。This paper adopts the research methods of literature,case study,expert interview and fieldwork to analyze the operation mechanisms,implementation eff ects and optimization paths of JH Sports Bank.The study concludes that the sports bank is essentially a consumption incentive tool,aiming to break the time and space limitations to the maximum extent possible,and encouraging the public to“work out whenever they want to,and exercise at any time”.Since the launch of the project,the number of people for fitness in the city has increased,and to a certain extent,it has stimulated the growth of sports consumption,and some stadiums have accelerated the process of intelligent transformation.However,in the process,there are dilemmas such as an incomplete ecosystem of platform card currency exchange rights and benefits,a single digital application scene and function,lack of transformation experience of the venue operators,insufficient clear cooperation mechanism among relevant stakeholders,and poor marketing and publicity eff ects.Therefore,this paper puts forward the following optimization suggestions:strengthening publicity and promotion and user foundations;breaking down technical barriers;accelerating the intelligent upgrading of venues;strengthening the government’s responsibility,improving the mechanism guarantee of project running and attracting multi-party subjects to jointly build an urban consumer rights ecosystem;enriching the platform functions and perfecting the scene applications,for reference.

关 键 词：运动银行 体育消费 体育数字化 全民健身 运行机制 

分 类 号：F063.2[经济管理—政治经济学]