北京市南山滑雪场发展现状研究

发布时间：2018-09-04 08:42

【摘要】：本文通过文献资料法、专家调查法、问卷调查法、实地考察法、数据统计法、逻辑分析法对北京市南山滑雪场调查，对北京市南山滑雪场管理者、工作人员、滑雪指导员、消费者进行了问卷调查，对管理者进行了访谈，对雪场进行了为期一周的实地考察，发放问卷600多份。在此基础上，对南山滑雪场基础设施发展状况、经营状况、滑雪指导员现状、消费者现状进行了详细分析，总结归纳南山滑雪场存在的问题，提出了北京市滑雪市场发展的对策。一是，整体把握，宏观分析，规划战略目标.。要理顺管理体制，在现有北京市滑雪指导员管理条例、滑雪安全管理条例的基础上，建立开发建设制度、环境资源规范制度、滑雪赛事开发运营制度等。要站在北京、北方、全国的视角宏观分析北京市、东三省等滑雪市场的各要素，规划近期、中期、长远战略发展目标，宏观上规范发展布局。二是完善设施，保障安全，稳定发展规模。要完善高级雪道安全保障设施，要建立高级雪道安全救护应急预案，保障高级雪道的有序安全。要在指导员管理、安全应急预案、救护实施管理、安全员管理等方面进一步规范，以保障全员，稳定滑雪消费群体，稳定市场发展。三是规范管理，优化经营，保障发展质量。要规范雪场管理，制定整体发展方针，，对雪场采用整体形象包装，要在质量定位、品牌定位上多下功夫，要制定整体营销策略，优化经营，要瞄准星级评定和各项产业规范标准，有目标的进行市场开发，保障发展的整体质量。四是拓宽项目，拓宽领域，提升发展水平。在以滑雪为核心，向滑雪公园、戏雪乐园等娱乐性雪上综合开发拓展，要在单一的自由式组织滑雪、娱乐休闲的基础上，开发好有规模、有长远发展目标、有组织的滑雪品牌赛事和品牌活动，增强滑雪市场的市场竞争活力，增强滑雪品牌效应。进一步拓宽经营领域，把滑雪体育、戏雪娱乐、滑雪文化、冰雪艺术、滑雪经贸、滑雪研修、冰雪灯展等有机融合，打造滑雪休闲、观光滑雪等四季旅游胜地等，提升发展水平。五是加强培训，改善服务，提高发展档次。要加强滑雪指导员培训，要打破年龄偏高、学历偏低、技术来源自学、群体来源滑雪个人爱好者的局面，要引进一批年富力强、学历高、受过专业技术训练、综合素质全面的教练员。要加强指导员培训和进修力度。同时，要加强管理人员、服务人员的业务培训，提升服务水平，以提高发展档次。六是细分市场，准确定位，优化发展模式要对滑雪市场的消费群体、消费标准做好细分和定位，要根据市场发展情况，整体把握消费群体的发展情况，制定不同时期的发展战略。在滑雪质量、市场定价、经营项目、服务水平、接待能力等方面优化发展。要开发各项比赛，组织滑雪品牌活动，组织滑雪装备展览等。
[Abstract]:In this paper, through the methods of literature, expert investigation, questionnaire investigation, field investigation, data statistics and logic analysis, the authors investigated the Nanshan ski resort in Beijing, and investigated the managers, staff, and ski instructors of the Nanshan ski resort in Beijing. Consumers conducted questionnaires, interviews with managers, a one-week field visit to the snowfield, and more than 600 questionnaires. On this basis, the development of infrastructure, management status, ski instructor status, consumer status of Nanshan ski resort are analyzed in detail, and the problems existing in Nanshan ski resort are summarized. The countermeasures for the development of skiing market in Beijing are put forward. First, the overall grasp, macro analysis, planning strategic objectives. On the basis of the existing regulations on the management of ski instructors and safety of skiing in Beijing, the system of development and construction, the standard system of environmental resources and the system of development and operation of skiing events should be established in order to straighten out the management system. From the perspective of Beijing, the north and the whole country, we should analyze the elements of the ski market in Beijing and the three provinces of East China, plan the strategic development goals in the near, medium and long term, and standardize the layout of the development at the macro level. Second, improve facilities, safeguard safety, and stable development scale. It is necessary to improve the safety and security facilities of advanced snowways and establish emergency plans for safe rescue of advanced snowways to ensure the orderly safety of advanced snowways. Further standardization should be made in the aspects of instructor management, safety emergency plan, rescue implementation management, safety management and so on, in order to ensure the whole staff, stabilize the ski consumption group and stabilize the market development. Third, standardize management, optimize management, and ensure the quality of development. It is necessary to standardize the management of the snowfield, formulate the overall development policy, adopt the overall image packaging for the snowfield, make more efforts on quality positioning and brand positioning, formulate the overall marketing strategy, and optimize the operation. We should aim at star evaluation and industry standards, target the development of the market and ensure the overall quality of development. Fourth, expand projects, broaden areas, and improve the level of development. On the basis of skiing as the core, to the comprehensive development of recreational snow, such as ski parks, snow parks, etc., it is necessary to develop scale and long-term development goals on the basis of a single freestyle organization of skiing, recreation and leisure. The organized skiing brand events and brand activities enhance the market competitive vitality of the ski market and enhance the ski brand effect. We will further broaden the scope of our business, integrate skiing sports, snow entertainment, skiing culture, ice and snow art, ski trade and economic cooperation, ski training, ice and snow lantern exhibitions, and create ski leisure, sightseeing, and other four seasons tourist resorts, etc. Raise the level of development. Fifth, strengthen training, improve services, and raise the level of development. To strengthen the training of ski instructors, we must break the situation of high age, low academic qualifications, self-study of technical sources, group origin of individual skiers, and introduce a group of young people with high academic qualifications and professional technical training. A coach of comprehensive quality. We should strengthen the training and training of instructors. At the same time, we should strengthen the business training of managers and service personnel, improve the service level to improve the development level. Sixthly, subdivide the market, locate it accurately, optimize the development mode to the consumption group of the ski market, subdivide and position the consumption standard well, and grasp the development situation of the consumer group as a whole according to the market development situation. Formulate development strategies for different periods. In skiing quality, market pricing, business projects, service level, reception capacity and other aspects of optimization development. Should develop each competition, organize ski brand activity, organize ski equipment exhibition and so on.
【学位授予单位】：首都体育学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G863.1

【引证文献】