摘要：21世纪随着人类社会工业化和城市化进程的不断加速，体育产业也得到了蓬勃发展。健身与休闲的体育活动越来越受到人们的欢迎。健身俱乐部是各类体育产业市场中一个主要的类别，其产业的特点和经营性质具有较强的代表性。

　　　近年来，随着蒙自经济迅速发展，也带动了当地健身俱乐部的发展，但由于蒙自地处西南地区县级城市，健身俱乐部现处于初级发展阶段，制约健身俱乐部发展的因素众多。其中主要有外部的政策环境、经济发展、居民健身意识，俱乐部内部的硬件、软件，教练素质因素，以及针对于蒙自地区健身俱乐部本身经营规模较小，经营服务项目较单一，经营者通过降低价格来吸引客户，造成恶性的价格战，健身俱乐部经营者缺乏合理 ，科学的营销策略的现象，本论文运用管理学、市场营销学等科学理论和SWOT分析法对蒙自健身俱乐部进行研究，明确蒙自市健身俱乐部的优势、劣势以及蒙自市健身俱乐部面临的机遇和威胁，并在全面调查、研究和分析的基础上，得出结论并提出相关的建议，为蒙自市健身俱乐部进一步健康、持续地发展提供科学借鉴。

关键词：蒙自健身俱乐部；SWOT分析法；优势；劣势；机遇；威胁

ABSTRACT:With the deep in of process of industrialization and urbanization in 21 century, the sports industry also developed vigorously, and fitness become very popular in people’s daily to maintain health. With typically and special operate method ,Fitness 

　　　Recent years, the local fitness club got significant development along with the booming of Mengzi club is a main category of sports industry. But Mengzi in the southwest region associated at the county level cities, fitness club now at the primary stage of development, and restricted the development of club of fitness of many factors. The major have external policy environment, economic development, the residents of bodybuilding, club internal hardware, software, coach quality factors, and the view of the Mengzi areas in business on a smaller scale, management service project is singleness, operators through the lower the price to attract customers, cause malignant price war, fitness club operators lack of reasonable and scientific marketing strategy, this paper use management science, marketing and SWOT analysis method, To study of Mengzi fitness club, Found Mengzi city health club Strength, Weaknesses and Mengzi city fitness club of the opportunities and threats, and a comprehensive investigation, research, and on the basis of analysis, the conclusion and puts forward related Suggestions for Mengzi city fitness club further health, continue to provide scientific reference for development.

Keywords: Mengzi fitness club; SWOT analysis method; Strength; Weakness; Opportunity; Threat