北京市小牛训练营青少年业余足球俱乐部管理现状研究

发布时间：2018-07-03 13:05

本文选题：小牛训练营 + 青少年业余足球俱乐部　；参考：《北京体育大学》2017年硕士论文

【摘要】：青少年业余足球俱乐部是中国足球发展的重要组成部分,是青少年足球人才培养的重要力量。体育产业得到国家政策的大力支持,社会资本愈来愈青睐青少年足球培训,自2014年以来,北京市青少年业余足球俱乐部的数量迅速攀升,大部分为非体育行业的企业投资,如何发挥社会资本运营下的青少年业余足球俱乐部对青少年足球教育的重要作用,打造俱乐部品牌价值和课程理念,选择优秀的教练员团队,提供符合市场需求的产品和服务。本文运用文献资料法、参与观察法、逻辑分析法,对北京市小牛训练营青少年业余足球俱乐部管理现状进行分析,对“小牛训练营”经营模式、人力资源管理、推广模式、课程开发等方面进行分析,研究结论如下:(1)小牛训练营是一家自主经营、自负盈亏的青少年业余足球俱乐部,主要以日常培训费用为收入来源;(2)小牛训练营主要包含五个部门:竞训部、商务开发部、市场部、网络部以及办公室。教练员团队,以外籍教练员为主,以中方教练员为辅;(3)在产品销售方面,小牛训练营主要通过产品组合策略和产品促销策略来吸引更多的客户;在产品宣传方面,小牛训练营主要通过新媒体运营、社区合作、网站内容宣传、百度推广等方式;(4)小牛训练营拥有较为丰富的青少年足球培训产品,有利于满足不同年龄段、不同足球水平的青少年需求。小牛训练营具备较为完善的管理细则,能够有效监督和约束教练员、学员及家长,并为课程的进一步开发提供反馈;(5)小牛训练营目前内部问题主要包括:经营模式不清晰、面临场地压力、管理团队不成熟、推广效果需要提高。外部问题主要包括:同行竞争压力增加和资金拓展渠道遭遇瓶颈。为此,本文提出如下建议:(1)小牛训练营要积极的丰富资金渠道,拓展收入来源,寻求相关部门的政策支持,为俱乐部未来的可持续发展解决后顾之忧。(2)小牛训练营要加强校园足球合作,充分利用俱乐部优秀的教练员资源,挖掘校园内优秀的青少年足球人才,利用校园完善的足球场地设施。(3)小牛训练营要完善管理团队,平衡团队结构,提高团队工作效率,加强小牛训练营的品牌塑造和宣传。(4)小牛训练营要继续深耕现有客户,提升产品质量,满足客户更深度需求。
[Abstract]:The juvenile amateur football club is an important part of the development of Chinese football and an important force for the training of young football talents. The sports industry has been strongly supported by the national policy, and the social capital is becoming more and more popular with the youth football training. Since 2014, the number of amateur football clubs in Beijing is rising rapidly. It is divided into non sports industry investment. How to play the important role of the adolescent football club under the operation of social capital to the youth football education, create the brand value and curriculum idea of the club, select the excellent team of coaches, provide the products and services that meet the market demand. This paper analyzes the management status of young amateur football clubs in calf training camp in Beijing, and analyzes the management mode of "calf training camp", human resource management, promotion mode and curriculum development. The conclusions are as follows: (1) the calf training camp is a self-management, self profit and loss juvenile amateur. Football clubs mainly take daily training fees as income sources; (2) the calf training camp mainly includes five departments: the competition training department, the business development department, the marketing department, the network department and the office. The coach team is dominated by the foreign coaches and the Chinese coaches are supplemented; (3) in the product sales, the calf training camp mainly passes the product portfolio strategy. And product promotion strategy to attract more customers; in product publicity, calf training camp mainly through new media operations, community cooperation, website content publicity, Baidu promotion and other ways; (4) calf training camp has a more rich youth football training products, to meet the needs of different age groups, different football levels of the needs of young people. The Mavericks training camp provides more perfect management rules, can effectively supervise and restrain coaches, students and parents, and provide feedback for the further development of the course; (5) the current internal problems of the calf training camp mainly include: the management model is not clear, the field pressure is facing, the management team is not mature, the promotion effect needs to be improved. The external problem owner is the main problem. In this paper, the following suggestions are put forward: (1) the calf training camp should actively enrich the funds channel, expand the source of income, seek the policy support of the relevant departments, and solve the problems of the future sustainable development of the club. (2) the calf training camp should strengthen the campus football combination. Make full use of the excellent coaches resources of the club, excavate the excellent young football talents in the campus and use the perfect football field facilities on campus. (3) the calf training camp should improve the management team, balance the team structure, improve the team work efficiency, strengthen the branding and publicity of the calf training camp. (4) the calf training camp should continue to plough deep ploughing. Existing customers improve product quality and satisfy customers' deeper needs.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G843

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