Empirical research on the service mode of China’s scientific fitness demonstration area

Economics and Management School, Wuhan Sports University, Wuhan, Hubei, China

Abstract

Continuous improvement on promoting the scientific fitness service system of mass sports is an important measure to implement nationwide fitness strategy; develop sport industry; and promote sport consumption. This study takes the experimental units of scientific fitness demonstration area regulated by General Administration of Sport of China as the study objects. It combines theoretical research and empirical study together and reached the following conclusions: in order to obtain scientific, demonstrative and sustainable fitness demonstration areas, we shall stick to the guidance of our government; introduce marketing operational mechanism; combine the advantages of human capital from institutions of higher learning; and apply the PPP mode operated by the cooperation between government purchasing service and social capital, making it possible to realize the organic combination of public service and private service.