谷铸

DOI：10.16661/j.cnki.1672-3791.2108-5042-2108

摘  要：体育强国建设战略方针的确定，全民健身的浪潮掀起，带动了城镇居民的体育消费。近几年我国各地健身房大量开办，各健身房之间的竞争越来越激烈，健身爱好者的需求也日趋细微化，健身工作室其本身具备的私密性的训练空间和高度专业的健身指导，迎合了消费者需求的同时自身也获得了快速发展。但私教工作室在发展的过程中也面临着资金缺乏、公众认知度差、营销技巧缺乏等问题，一定程度上影响了私教工作室的发展。该文以长沙市Timing、BZNK、MQ等具有代表性的健身私教工作室为调查对象，对长沙市私教工作室的发展现状展开调查和分析，通过SWOT分析模型结合专家访谈以及调查问卷反映的数据量化分析长沙市私教工作室发展现状中存在的优势、劣势、机会和威胁，以期为健身私教工作室的开展及有关健身行业的发展，提出有益的改进和发展策略。

关键词：私教工作室   SWOT分析法   发展   现状

中图分类号：G812.7                       文献标识码：A文章编号：1672-3791（2021）09（a）-0177-04

SWOT Analysis of the Development Status of Changsha Fitness Private Education Studio

GU Zhu

（College of Physical Education， Hunan International Economics University， Changsha， Hunan Province， 410205 China）

Abstract： The determination of the strategic policy of the construction of sports power and the wave of national fitness has driven the sports consumption of urban residents. In recent years， a large number of gyms have been opened all over China， the competition between gyms is becoming more and more intense， and the needs of fitness lovers are becoming more and more subtle. The fitness studio has its own private training space and highly professional fitness guidance， which caters to the needs of consumers， and has achieved rapid development at the same time. However， in the process of development， private education studios are also faced with problems such as lack of funds， poor public awareness， lack of marketing skills and so on， which affect the development of private education studios to a certain extent. Taking Changsha Timing， BZNK， MQ and other representative fitness private education studios as the survey object， this paper investigates and analyzes the development status of Changsha private education studios， and quantitatively analyzes the strengths， weaknesses， opportunities and threats in the development status of Changsha private education studios through SWOT analysis model， expert interviews and data reflected in the questionnaire， in order to put forward useful improvement and development strategies for the development of fitness private education studio and the development of fitness industry.

Key Words： Private education studio; SWOT analysis; Development; Present situation

私人教練健身工作室简称私教工作室，又称健身工作室。健身工作室是以“一对一”的私教课形式或“一对多”的小团体私教服务为基础，其中私人教练的职能在于帮助会员达到理想的健身（减脂、增肌、塑形）效果，而进行全面且专业的健身指导。健身爱好者对健身的需求也日趋细微化，而私教工作室以其训练场所的专业性和私密性满足了消费者的需求，从而加速了私人教练服务产业的发展[1]。……