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日期：2022年5月 31日
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2022年5月31日
2022年 5月31日
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2022年 6月2日
I
摘
要
摘
要
在经济飞速发展的当下，收入增长的同时也伴随着慢性病的高发，人们的健康情况
越来越不容忽视。国家颁布了一系列政策倡导运动的重要性，通过提前预防来改善人们
体质。因此，体医融合的重要性得以体现，体育事业也得到了快速的发展，“体育+”产
业需要进行快速的升级与生长。在此背景下，健身机构作为体育产业的重要部分，要在
国家政策的推动下发展体医融合服务，将自身的优势与医疗结合，提供更专业的运动指
导方案，促进全民健康发展，成为体医融合发展的中坚力量。而在健身机构发展体医融
合服务的过程中，如何利用好自身优势，规避劣势，采取适合健身机构的发展策略尤为
重要，因此，选择研究此课题。
本研究通过查阅大量的文献，采用实地考察、逻辑分析、专家访谈和问卷调查等方
法，并结合体医融合方面的政策环境、分析体医融合的发展状况及健身机构的情况。运
用SWOT分析方法，对健身机构发展体医融合服务的内部优势与劣势、外部的机会与威
胁进行整合分析，构建SWOT矩阵。通过一系列研究得出结论：健身机构在自身硬件设
施、环境、地理位置、体育人才等方面优势明显，但同时也存在一定的劣势，包括缺乏
相关的体医融合专业人才、医疗检测设备、发展资金和竞争能力方面较弱等问题。
在此研究基础上，提出如下策略建议：一是要坚持发展原则，给予消费者安全保障；
二是整合好内部资源，为开展体医融合服务做好准备，提升自己的核心竞争力，要做好
体医融合产品，加强企业内部的管理和风险防控，创新体医融合特色课程，做好课程安
排，提升服务品质；三要拓宽推广渠道，要寻求政府的支持，开发体医融合市场，既要
选择合适的合作机构，如医院和社区，共同开展体医融合服务，扩大自身的发展规模，
又要做好宣传方面的工作，吸引更多有需求的客户，同时让更多人了解到体医融合作用；
四要找准体医融合的市场定位，为有需求的人群提供针对性服务；五是做好人才保障工
作，重视人才在企业发展中的作用，引进体医融合方向的相关人才，给予人才好的发展
环境和空间，培养高端人才。
关键词：体医融合；健身机构；SWOT分析；发展策略
I
Abstract
ABSTRACT
At a time of rapid economic development, income growth is accompanied by a high
incidence of chronic diseases, and people's health conditions can not be ignored. The state has
enacted a series of policy advocacy campaigns on the importance of improving people’s
physical fitness through early prevention. Therefore, the importance of the integration of
sports and medicine has been reflected, and sports has also developed rapidly "sports + "
industry needs to be rapidly upgraded and grow.Under this background, fitness institutions as
an important part of the sports industry, it is necessary to develop the integration of sports and
medicine service under the promotion of the national policy, combine its own advantages with
medical treatment, provide more professional sports guidance program, promote the healthy
development of the whole people, and become the backbone of the integration of sports and
medicine development. In the process of developing integration of physical and medical
services, it is very important for fitness institutions to take advantage of their own advantages
and avoid their disadvantages. Therefore, choose to study this topic.
Through consulting a large number of literature, this study adopts the methods of field
investigation, logical analysis, expert interview and questionnaire survey, combined with the
policy environment of sports and medical integration, analyzes the development of sports
medical integration and the situation of fitness institutions. The SWOT analysis method is
used to analyze the internal strengths and weaknesses, external opportunities and threats of
the development of sports and medical integration services in fitnessinstitutions, and
constructs the SWOT Matrix. Draw a conclusion through a series of studies：Fitness
institutionshave obviousadvantages intheirown hardwarefacilities,environment,
geographical location and sports talents, but there are also some disadvantages, including the
lack of relevant sports and medical integration professionals, medical testing equipment, weak
development funds and competitiveness.
On the basis of this research, the following strategic suggestions are proposed: First, we
should adhere to the principle of development and provide security for consumers; Second,
we should integrate internal resources, make preparations for the development of sports and
medicine integration services, and enhance our core competitiveness. We should do a good
job insports and medicineintegration products,strengthen themanagement and risk
prevention and control within enterprises, and innovate the characteristic courses of sports
and medicine integration, make good course arrangement, improve service quality; Third, it is
necessary to widen the promotion channels, seek the support of the government, and develop
the market for the integration of sports and medicine. On the one hand, it is necessary to
select suitable cooperative institutions, such as hospitals and communities, to jointly develop
the integration of sports andmedicine services, and to expand the scale ofits own
development, also want to do propaganda work, attract more customers in need, at the same
time let more people understand the body medical integration function; Fourth, to find the
market positioning of quasi-body medical integration, to provide targeted services for people
in need; Fifth, we should do a good job to ensure talents, pay attention to the role of talents in
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