【正文】 opportunity and petitive advantage at the same time, the fitness Club disorderly price petition, foreign entry into the fitness industry, the lack of professional sports management personnel and the absence of a clear target market factors such as health club for fitness development has brought threats and challenges (3) In recent years, along with the economic development of Hangzhou, fitness industry, the development of capital accumulation for the club provided a solid economic and physical infrastructure. Business management, human resources and social environment, three factors affect the capital structure of Hangzhou, fitness club39。關(guān)鍵詞：杭州市；健身俱樂(lè)部；經(jīng)營(yíng)；對(duì)策AbstractAfter the reform and opening up, China39。（6）影響杭州市健身俱樂(lè)部市場(chǎng)發(fā)展因素有宏觀管理方面、微觀經(jīng)營(yíng)方面和消費(fèi)者自身等三個(gè)方面的問(wèn)題。從而導(dǎo)致降低會(huì)員的健身動(dòng)機(jī)，增加會(huì)員的流失率。經(jīng)營(yíng)管理、人力資源和社會(huì)環(huán)境三個(gè)資本結(jié)構(gòu)因子影響著杭州健身俱樂(lè)部的發(fā)展。研究結(jié)論如下：（1）杭州市健身俱樂(lè)部宏觀市場(chǎng)環(huán)境為健身俱樂(lè)部的持續(xù)發(fā)展創(chuàng)造了條件，為健身俱樂(lè)部之間的競(jìng)爭(zhēng)提供了保障；微觀市場(chǎng)環(huán)境為各健身俱樂(lè)部充分認(rèn)清健身行業(yè)的競(jìng)爭(zhēng)激烈程度和獲利潛力提供支持。本文綜合運(yùn)用文獻(xiàn)資料法、問(wèn)卷調(diào)查法、專(zhuān)家訪談法、數(shù)理統(tǒng)計(jì)法和邏輯分析等方法，以杭州市6個(gè)行政區(qū)45家健身俱樂(lè)部的市場(chǎng)環(huán)境、資本結(jié)構(gòu)、經(jīng)營(yíng)現(xiàn)狀和區(qū)域經(jīng)濟(jì)發(fā)展情況等為內(nèi)容進(jìn)行研究。X X大 學(xué)碩 士 學(xué) 位 論 文題 目：河北省業(yè)余排球俱樂(lè)部的現(xiàn)狀調(diào)查及發(fā)展對(duì)策研究學(xué)號(hào): 名字: 專(zhuān)業(yè): 方 向 : 導(dǎo)師: 2009年11月摘 要改革開(kāi)放后，我國(guó)國(guó)民經(jīng)濟(jì)增長(zhǎng)迅速，經(jīng)濟(jì)建設(shè)的發(fā)展和綜合國(guó)力的逐步提升，居民收入水平不斷提高，閑暇時(shí)間增多，對(duì)健康的追求也就越發(fā)主動(dòng)，健康觀念逐漸增強(qiáng)，自覺(jué)參與體育鍛煉已成為一種時(shí)尚、潮流的現(xiàn)代生活方式。對(duì)杭州市健身俱樂(lè)部經(jīng)營(yíng)現(xiàn)狀進(jìn)行研究，對(duì)推進(jìn)杭州市體育產(chǎn)業(yè)、滿足科學(xué)健身、健康生活的需要，完善健身市場(chǎng)體系等具有重要意義。以便對(duì)杭州市健身俱樂(lè)部良性發(fā)展提供有益的參考和補(bǔ)充，以求達(dá)到推動(dòng)杭州市健身業(yè)事業(yè)持續(xù)、健康、穩(wěn)定的發(fā)展，為杭州市體育行政部門(mén)規(guī)劃健身俱樂(lè)部的發(fā)展提供理論依據(jù)，對(duì)周邊城市健身產(chǎn)業(yè)的發(fā)展具有重要的參考價(jià)值。（2）通過(guò)對(duì)杭州市健身俱樂(lè)部SWOT分析，可以得知，產(chǎn)業(yè)結(jié)構(gòu)調(diào)整、后奧運(yùn)、全面建設(shè)小康社會(huì)、居民健身意識(shí)增強(qiáng)等因素為為健身俱樂(lè)部發(fā)展提供良好時(shí)機(jī)和競(jìng)爭(zhēng)優(yōu)勢(shì)的同時(shí)，各健身俱樂(lè)部無(wú)序的價(jià)格競(jìng)爭(zhēng)、國(guó)外健身行業(yè)的進(jìn)入、缺乏專(zhuān)業(yè)體育管理人才和沒(méi)有明確的目標(biāo)市場(chǎng)等因素也為健身健身俱樂(lè)部的發(fā)展帶來(lái)了威脅和挑戰(zhàn)（3）近些年，隨著杭州市經(jīng)濟(jì)的發(fā)展，健身行業(yè)的資本積累為俱樂(lè)部的發(fā)展提供了堅(jiān)實(shí)的經(jīng)濟(jì)和物質(zhì)基礎(chǔ)。（4）杭州市部分健身俱樂(lè)部的促銷(xiāo)形式單一，健身俱樂(lè)部運(yùn)用網(wǎng)絡(luò)、媒體等進(jìn)行廣告宣傳的力度不夠。（5）影響健身俱樂(lè)部數(shù)量、類(lèi)型、規(guī)模、從業(yè)人員狀況、地域特征和俱樂(lè)部性質(zhì)的最關(guān)鍵因素為地區(qū)GDP，兩個(gè)非常重要的指標(biāo)為人均收入和地區(qū)人口數(shù)，所以，杭州市健身俱樂(lè)部的經(jīng)營(yíng)者要根據(jù)該地區(qū)GDP、人均收入和地區(qū)人口數(shù)三項(xiàng)城市指標(biāo)，來(lái)規(guī)劃健身俱樂(lè)部規(guī)模、類(lèi)型及發(fā)展前景，以保證健身俱樂(lè)部健康、有序的發(fā)展，為城市居民健身服務(wù)。要通過(guò)加強(qiáng)宏觀調(diào)控、加強(qiáng)人力資源管理、采用多種促銷(xiāo)方式，推行差異化營(yíng)銷(xiāo)模式等措施來(lái)保障健身俱樂(lè)部的可持續(xù)發(fā)展。s rapid economic growth, development of economic construction and overall national strength gradually, rising ine levels, leisure time available, the pursuit of health also increasingly active, healthy ideas gradually increased, and consciously participate in physical activity has been bee a fashionable, trendy and modern way of life. Health club operator in Hangzhou status of research on promoting the sports industry in Hangzhou to meet the science and fitness, healthy living needs, improve the fitness market system of great significance. This integrated use of literature, questionnaire surveys, expert interviews, mathematical statistics and logical analysis methods to Hangzhou six administrative regions 45 fitness club market environment, capital structure, management status and regional economic development etc. the content of research. So that the sound development of Hangzhou City Fitness Club provide a useful reference and supplement to achieve fitness industry to promote the cause of Hangzhou, a sustained, healthy and stable development, sports administration sector planning Hangzhou health club and provide a theoretical basis for the development of surrounding cities fitness industry in the development of an important reference value. Findings are as follows: (1) Hangzhou Fitness Club Fitness Club macro market environment for the sustainable development has created conditions for petition between health clubs offer a guarantee。s development. (4), Hangzhou, part of the promotional form of a single health club, fitness club use networks, advertising media have not done enough. Resulting in lower members of the fitness motivation, to increase membership of the wastage rate. (5) affect the number of health clubs, type, size, employees conditions, geographic characteristics and the nature of the most critical factor in the club to regional GDP, two very important indicator for the number of per capita ine and population, therefore, Hangzhou fitness club operator according to the region, GDP, per capita ine and regional population of three urban indicators, to plan a health club size, type and prospects to ensure the health club healthy and orderly development of health services for urban residents. (6) The impact of market factors, health club, Hangzhou, there are macromanagement, microbusiness and consumer selfrespect of three aspects. Through strengthening macrocontrol, strengthening of human resources management, using a variety of promotional methods to implement different marketing models and other measures to protect the health club39。 health club。 Countermeasures目 錄1緒論 1 1 1 2 2 3 5 5 52 杭州市健身俱樂(lè)部市場(chǎng)現(xiàn)狀分析 6 6 6 8 杭州市健身俱樂(lè)部SWOT分析 11 11 12 13 143杭州市健身俱樂(lè)部運(yùn)作現(xiàn)狀分析 15 15 15 15 16 19 19 營(yíng)銷(xiāo)手段 204 杭州市健身俱樂(lè)部基本經(jīng)營(yíng)現(xiàn)狀調(diào)查分析 21 21 杭州市健身俱樂(lè)部類(lèi)型 22 22 健身俱樂(lè)部類(lèi)型與城市發(fā)展指標(biāo)相關(guān)分析 22 杭州市健身俱樂(lè)部規(guī)模 22 23 健身俱樂(lè)部規(guī)模與城市發(fā)展指標(biāo)相關(guān)分析 23 杭州市健身俱樂(lè)部教練員狀況 23 23 健身俱樂(lè)部從業(yè)人員狀況與城市發(fā)展指標(biāo)相關(guān)分析 24 杭州市健身俱樂(lè)部所處區(qū)域位置資本 25 25 25 26 26 265影響杭州市健身俱樂(lè)部市場(chǎng)發(fā)展因素及對(duì)策分析 26 27 宏觀管理方面存在的問(wèn)題 27 微觀經(jīng)營(yíng)方面存在的問(wèn)題 28 30 31，規(guī)范健身市場(chǎng) 31 31 提高健身指導(dǎo)員的指導(dǎo)能力 32 采用多種促銷(xiāo)方式，有效擴(kuò)大消費(fèi)者潛在市場(chǎng) 32，推行差異化營(yíng)銷(xiāo)模式 33 336 結(jié)束語(yǔ) 34參考文獻(xiàn) 36致 謝 37附件 3841 / 471緒論改革開(kāi)放后，我國(guó)國(guó)民經(jīng)濟(jì)增長(zhǎng)迅速，經(jīng)濟(jì)建設(shè)的發(fā)展和綜合國(guó)力的逐步提升，居民收入水平不斷提高，消費(fèi)需求呈現(xiàn)多樣化發(fā)展趨勢(shì)，健康觀念逐漸增強(qiáng)，自覺(jué)參與體育鍛煉已成為一種時(shí)尚、潮流的現(xiàn)代生活方式。這促進(jìn)了健身俱樂(lè)部這一新興行業(yè)如雨后春筍般在全國(guó)各地、尤其是在沿海經(jīng)濟(jì)發(fā)達(dá)地區(qū)迅速發(fā)展。健身俱樂(lè)部作為一種新型的體育組織形式，在北京、上海、南京、杭州、廣州、深圳等大中型城市，憑其先進(jìn)的健身器材、優(yōu)良的配套設(shè)施、優(yōu)雅的健身環(huán)境、優(yōu)秀的健身指導(dǎo)員、優(yōu)質(zhì)的健身服務(wù)深受當(dāng)?shù)厝藗兊恼J(rèn)可并快速發(fā)展，形成一定的檔次、規(guī)模。杭州市作為浙江省政治經(jīng)濟(jì)文化的中心，人均收入以及個(gè)人可支配收入列在全省的首位，其體育消費(fèi)也是位居第一，良好的經(jīng)濟(jì)秩序與人文環(huán)境為健身產(chǎn)業(yè)孕育了肥沃的土壤，如何面對(duì)杭州市良好的政治、經(jīng)濟(jì)環(huán)境和“入世”帶來(lái)的機(jī)遇，開(kāi)拓引導(dǎo)健身市場(chǎng)，提供豐富的健身產(chǎn)品與優(yōu)質(zhì)的服務(wù)，滿足人們健身和健康的需求，已成為杭州市體育工作的重點(diǎn)。據(jù)相關(guān)調(diào)查，目前杭州市各健身俱樂(lè)部的經(jīng)營(yíng)狀況多數(shù)不盡人意，制約商業(yè)健身俱樂(lè)部的影響因素除體制方面原因和經(jīng)濟(jì)發(fā)展水平外，更關(guān)鍵的在于俱樂(lè)部自身管理和經(jīng)營(yíng)方式。自從1995年我國(guó)提出《全民健身計(jì)劃綱要》之后，健身的熱潮席卷了祖國(guó)大地的各個(gè)角落。短短的十幾年間，數(shù)十家健身俱樂(lè)部落戶(hù)杭州，它們的經(jīng)營(yíng)也達(dá)到了相當(dāng)?shù)囊?guī)模，加大對(duì)杭州健身俱樂(lè)部的研究，對(duì)推進(jìn)杭州體育產(chǎn)業(yè)、滿足科學(xué)健身、健康生活的需求，完善健身市場(chǎng)體系等具有重要意義。通過(guò)俱樂(lè)部的綜合功能，充分調(diào)動(dòng)和發(fā)揮杭州市健身俱樂(lè)部在改進(jìn)內(nèi)部設(shè)施與環(huán)境的同時(shí)，不斷開(kāi)發(fā)健身市場(chǎng)，完善管理體制，合理調(diào)整商