(School of Physical Education，Jilin University，Changchun 130000，China) Abstract: Using the methods of literature and logical analysis, and viewed the value chain theory as the basis, this paper is to sort out the value chain structure of sports training industry, and to examine the operation logic of the value chain of sports training industry under the background of "double reduction", and then sort out the realistic dilemma of the transformation and upgrading of the value chain of sports training industry. The results show that the "ping efficiency" of sports venues is low, and the supporting facilities need to be improved; the training content is small, but it is difficult to transform the value; the level of teachers varies, and the turnover of sales staff is frequent; the marketing of training institutions is difficult, and the market effect is not satisfactory. Adopting ESIA method, this work designs the optimization path for transformation and upgrading of sports training industry as follows: reducing sales cost and improving product competition, eliminating the superfluous links of production factors; optimizing marketing means, and cutting feedback steps, simplifying the path of value activities realization; improving R&D links, and adding auxiliary activities, integrating industrial value chain; promoting management upgrading, cultivating user habits, and realizing automation of value-added links. Keywords: sports economy；“double reduction” policy；sports training；industrial value chain；transformation and upgrading |
