敦煌鳴沙宮國際沙療館連鎖經營的商業模式研究

Abstract

工業革命以來，社會生產力得到了極大的提高，但機器生產時代的環境污染問題也愈發突出，社會經濟不斷發展的同時人們的健康狀況每況愈下。在人類文明和社會生產力發展到一定階段，人們的需求開始突破衣食住行的界限，人們開始越來越關注身體健康及其他更高層次的需求。當前，從辦公室白領、家庭婦女到退休人群以及眾多平時久坐不動的人群，都存在普遍的亞健康問題。他們自身也意識到自己的健康狀況，並在積極尋求合理的方式去改善自身的身體狀況或增強自身身體素質。 大眾健康問題的突出和健康意識的提高，促使當今社會的運動健身、健康檢查等健康商業領域開始掀起一波熱潮，並且出現了如一兆韋德健身、美年健康等標杆性企業。但與此同時，同為健康行業細分領域——中醫養生館的發展進程卻較為緩慢。目前中醫養生館領域並未出現具有標杆性的品牌，整個保健服務行業處於自由發展、良莠不齊的狀態，原因之一是眾多消費者對中醫養生的認知度和接受度都還處於半信半疑階段，原因之二是一些不良商人為牟取暴利侵害了消費者權益以及破壞了他們對中醫養生的認知，另外還有很重要的一個原因是當前保健服務行業尚未出現一套能為公司帶來穩定盈利，又能真正解決消費者痛點的成熟的商業模式。 本文將基於作者自身開設的特色中醫沙療養生館，在當前中醫養生館市場發展相對稚嫩的背景下，設計出一套具有實踐意義的養生館商業運營模式，並最終可以將本文的商業模式落地指導實際經營。中醫養生是一門博大精深的學問，也是能使消費者真正受益的產業，希望通過成熟有效的商業模式，最終不僅能夠使敦煌鳴沙宮國際沙療館成為中醫保健服務行業的知名品牌，同時也能普及傳統沙療和中醫養生相關知識，讓更多消費者能從沙療和中醫養生中真正受益。

Since the industrial revolution, society’s productivity improves a lot. However, environmental problem and people’s health condition is becoming worse and worse. When the economy developed to a certain stage, human beings begin to break through the basic necessities of life, instead, they are concerned more about high-end demands, like body health. Currently, various groups of people are enduring health problems, including office workers, housewife, retired ones and many other sedentary people. They have noticed their own health problems, and also pursuing appropriate methods to improve their bodies. The prominent health problems increase of health awareness both improved the development of health industries like sport fitness and physical examination. Among these industries, there are benchmark enterprises appearing such as Tera Wellness Club, Meinian Healthcare. While at the same time, the industry of Chinese medicine health develops in a stagnation stage. The whole industry of health maintenance club is caught in a deadlock, one reason is that many consumers are doubtful about health preservation via Chinese medicine, the other reason is that some unscrupulous merchants injured consumers’ interests so that break their perception to Chinese medicine health preservation. Besides, there is another important reason for the slow progress of the industry, that is no mature and effective business model for health clubs to follow. The essay expects to design a practical business model for health clubs based on the author’s own characteristic sand treatment health club, and hope to guide other health clubs which are lost in searching an effective operating method. Health preservation of Traditional Chinese Medicine is broad and profound, also can benefit for consumers in a realistic way. Through the essay and exploring the effective model for health clubs, I expect that Traditional Chinese Medicine health industry can be on track and contribute more to human beings.