Research On Business Model Innovation Of U·S Chain Fitness Studios

In 2014,the State Council issued "Several Opinions on Accelerating the Sports Industry and Promoting Sports Consumption",which raised the public fitness as a national strategy.In 2015,the thirteenth five-year plan proposal was issued,proposing a healthy China strategy.The big health industry has ushered in an important moment of rapid development.As an important subject of the big health industry,the fitness industry has attracted widespread attention from the society.The epidemic that began in 2020 has also rapidly improved people’s health awareness,and more people have begun to take exercise and fitness as their basic needs.With the development of the national economy,the consumption structure of Chinese residents has also been upgraded,and the consumption ability and willingness to consume have been continuously improved,providing support for sports and fitness consumption;the pursuit of more fashionable and healthier characteristics under the new consumption background also perfectly matches the service characteristics of the sports and fitness industry.However,after years of development in the sports and fitness industry,there are currently problems such as serious homogeneous competition,single revenue model,and emphasis on sales rather than operations.The development of the industry has no standards and is extensive and disorderly.In recent years,digital technology has also penetrated into the sports and fitness industry.The emergence and development of new species such as live broadcast platforms,sports and fitness apps have obviously promoted the national fitness,but the impact on the fitness industry is also obvious.Based on these information,the sports and fitness industry really needs to break through under the current background,and its business model also requires breakthroughs of practical verification and innovation.However,there are not many studies on the sports and fitness industry in the academic circles,and they mainly focus on the research on related new technologies in the digital age,the contents are also short in depth and comprehensiveness.This article takes the chain fitness studio ‘U·S ’ as the research object,through the analysis of the problems and causes of the existing business model of the enterprise,and proposes a substantive solution from the perspective of business model innovation.This paper mainly uses the theory of business model innovation and systematic value chain theory,literature review and survey to analyze and sort out the sample data from four aspects: value proposition,value creation,value delivery and value acquisition,four major problems were found in the business model of the U·S chain fitness studios.Firstly,unitary product model and customer experience is insufficient;second,the marketing channel is single and there is no stable source of new customers;third,customer maintenance is one-sided and customer stickiness is low;fourth,single income channels and there is a lack of value-added services.On this basis,four innovative development paths are proposed: reconstructing the value proposition and value network,establishing a value co-creation mechanism,and optimizing the profit model.Through the research on the business model of U·S chain fitness studios,effective solutions and Optimization measures are proposed for the current problems.It helps to improve the current business scope,optimize the combination of products and services,establish an enterprise operating system,and form a standardized transformation of the enterprise,which is conducive to enhancing competitiveness.Making channel planning properly and proposing the establishment of customer relationship maintenance mechanism.It has a significant effect on improving customer stickiness and user flow,achieving the core competitive advantage,building a solid foundation for the long-term development of U·S chain fitness,and providing strong support for the development of the enterprise.