An Exploration Of Business Model Of Zibo Health Club Under The Background Of "Internet Plus"

Research purpose:Based on my internship and work experience in fitness clubs in several domestic cities since 2016 and the problems found in the current business model of Zibo fitness clubs through literature review,this paper analyzes the reasons,puts forward countermeasures from the perspective of the Internet,and explores innovative countermeasures for the business model of Zibo fitness clubs in the context of Internet+ to promote the benign development of Zibo fitness industry and help the process of healthy China.Research methods:This paper adopts the methods of literature,questionnaire,expert interview,mathematical statistics and so on.Select Zibo fitness club business model under the background of Internet+as the research object,and obtain data through investigating club coaches,consumers and operators.This paper randomly selected 10 sample clubs from the data provided by the sports department.A total of 65 fitness club coaches and 260 consumers were given questionnaires.The questionnaires were distributed randomly and all were recovered.At the same time,another part of data and information is obtained through interviews with club operators,industry associations and staff of sports departments.Finally,the data and information are summarized and analyzed.Results:(1)Zibo fitness club has two business models:chain and non chain,8 non chain models and 2 chain models;In the management of non chain clubs,one store manager manages four departments;In chain clubs,store managers also need to obey the management of their superiors.It can be seen that non chain clubs have higher freedom and innovation in operation and management.The two modes are mainly joint-stock economy and individual economy,and social organizations and collective economy have poor initiative in investing in fitness clubs.(2)Zibo fitness club’s business content is mainly divided into three aspects:fitness projects,fitness services and fitness related products.It has set up fitness projects such as equipment strength training,aerobics,aerobics,running,cycling,yoga,Pilates,swimming,skating,table tennis,boxing and Sanda.However,there are great differences in the types of supporting services.Only one set up beauty and body care services and three set up leisure chess and card services,This has something to do with the size of the club.(3)In terms of operating efficiency of Zibo fitness clubs,there are 3 profitable,3 micro profitable,3 flat and 1 loss;In terms of publicity means,10 clubs are issuing leaflets,and only 3 are using new Internet media;10 clubs have membership cards and private teaching funds,8 have sales agents,2 have venue rental income,and there are few direct and indirect sources of funds in the Internet.(4)Among the practitioners of Zibo fitness club,there are 1 master’s degree,8 undergraduates and 1 below junior college,with a relatively high educational level;There are 6 management majors,1 marketing major,2 sports majors and 1 other major.Most of them are management majors.They are lack of knowledge in the field of sports.The Internet can make up for the shortcomings of operators and help operators grow into compound talents needed by the industry;In terms of academic qualifications of club coaches,there are 15 undergraduate and above,26 junior college,9 senior high school and below,26 sports majors,13 Dance Majors and 11 other majors;The situation of coaches’professional qualification certificates is relatively optimistic,including 6 with advanced certificates,18 with intermediate certificates,22 with primary certificates and 4 without certificates;In terms of annual training,there are 42 coaches with more than 15 class hours,7 coaches with 10-15 class hours and 1 coach with less than 10 class hours.Coaches can enrich their learning methods through the Internet,extend their annual class hours and improve their abilities.(5)Among the consumers of Zibo fitness club,there are 137 males and 61 females;In terms of the age of consumers,74 are 18-25 years old,108 are 25-45 years old,and 15 are over 45 years old,mainly under 45 years old;In the professional composition of consumers,there are 35 in government institutions,88 in freelancers,48 students and 27 others;In the demand of consumers,long-term exercisers pay special attention to whether they can accept the wholehearted guidance of coaches and whether they can enter the club when the staff density is small.Therefore,the Internet platform can provide a good online reservation platform and the display of the number of staff entering the online club,which provides great convenience for consumers’ short exercise time;In terms of consumers’evaluation of online teaching,there are 15 people with very good evaluation,26 people in general and 157 people with poor evaluation.In the evaluation of whether they are interested in online teaching,26 people are interested,65 people in general and 107 people are not interested.On the whole,consumers’ evaluation of online teaching is not optimistic.(6)Under the Internet+background,Zibo fitness club can achieve model innovation through Internet technology,including integrating Zibo Club resources and realizing alliance management;Operators can make up for their lack of knowledge and ability through the Internet,so that they can manage and regulate stores wherever they are;Learn and adopt the "o2o" model and apply it locally to deliver the health concept to consumers at all times;Combine 41 Network Marketing principles with internet big data technology to accurately screen customers and provide one-to-one services;Provide a platform for consumers and practitioners to communicate with each other,for example,provide convenience for consumers in terms of online reservation,real-time situation display of clubs,feeling feedback after exercise,etc;There are also innovative online teaching methods and rich online communication content;At the same time,under the encouragement and guidance of Zibo policies,we should actively respond and cooperate to speed up internal innovation.Therefore,the role of "Internet+" in promoting the development of fitness industry in Zibo is crucial.