长沙市体育舞蹈培训市场SWOT分析

发布时间：2018-01-03 22:29

本文关键词：长沙市体育舞蹈培训市场SWOT分析　出处：《吉首大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来多项数据都表明长沙市体育舞蹈培训市场呈现跨越式发展,但是由于体育舞蹈培训市场自身的不成熟,在发展的同时必然带来一些问题。论文通过文献资料法,专家访谈法,问卷调查法等,选取5家有代表性的培训机构作为调查对象,同时借鉴市场营销学中SWOT分析法的理论与方法,对长沙市体育舞蹈培训市场所处环境的优势、劣势、机遇和威胁四个方面进行比较和分析,找出长沙市体育舞蹈培训的优势和不足。结果表明:1、长沙市体育舞蹈培训市场SWOT分析主要基于当前体育舞蹈培训市场发展现状:长沙市体育舞蹈培训市场整体处于早期发展阶段,规模不大,基本处于盈利状态,发展前景良好。市场培训主体(培训机构)90%属于私人办学,即社会力量办学,只有10%为公办教育培训机构。其管理较混乱,既有在教育部门注册,也有在工商部门注册,还存在较多无证办学的机构;市场培训机构的发展参差不齐,大部分基础设施较差,培训质量不高,培训师资力量较弱,专业化管理水平较低,市场营销手段单一;市场培训受众以学生为主,且以参加体育舞蹈高考为主要目的。社会人员受众主要是健身娱乐为目的,人数较少。市场培训人群女性显著多于男性,比例失调明显。2、长沙市体育舞蹈培训市场发展的SWOT分析中显示,市场发展的内部优势在于体育舞蹈自身拥有的巨大潜在市场;培训市场准入门槛低;体育舞蹈培训消费成本较低。市场发展的内部劣势在于经费投入不足,硬件设施不够完善;师资薄弱,缺少统一规范教材;宣传力度不够,学生、家长观念意识不强;政府不重视,缺乏引导与监管。市场发展的外部机遇在于,国家政策的大力提倡;媒体宣传为体育舞蹈培训市场发展提供良好的社会氛围;社会经济发展为体育舞蹈培训市场提供良好的基础保障等。市场发展的外部威胁在于:专业化高层次体育舞蹈培训人才匮乏;培训市场管理不规范;培训市场法规不健全等。3、针对长沙市体育舞蹈培训市场存在的问题,建议大力加强体育舞蹈培训行业的管理和扶持;加强体育舞蹈的宣传力度;提高舞蹈教师专业运动水平,提升教师形象;拓宽渠道,建立体育舞蹈教师定期培训平台;制定营销策略,突出营销特色;加强对体育舞蹈市场分析,科学的进行市场定位等。
[Abstract]:In recent years, a number of data show that Changsha sports dance training market is leaps and bounds, but because of the sports dance training market is not mature, at the same time in the development will inevitably bring about some problems. Through the method of literature, expert interviews, questionnaire survey method, selects 5 representative training institutions as the research object at the same time, marketing theory and SWOT analysis method, environmental advantages of Changsha sports dance training market weaknesses, opportunities and threats of the four aspects of comparison and analysis, find out the Changsha sports dance training advantages and disadvantages. The results showed that: 1, Changsha sports dance training market SWOT the analysis is mainly based on the current status of the development of sports dance training market: Changsha sports dance training market as a whole in the early stages of development, small scale, basic is profitable, hair Show good prospects. The market subject of training (training institutions) 90% belongs to private education, namely, social forces, and only 10% for public education and training institutions. The management of confusion, is registered in the Department of education has registered in the business sector, there are still many undocumented educational institutions; market development training institutions uneven, most poor infrastructure, training quality, training teachers strength is weak, the professional management level is low, the market marketing methods; market audience training for students, and to participate in the dance sports college entrance examination for the main purpose of social workers. The audience is mainly for the purpose of fitness and entertainment, the number is less. The female market training people is significantly more than the male. The imbalance was.2, SWOT analysis Changsha sports dance training market development, market development, the internal advantage of the huge potential of their own sports dance Field training; market access threshold is low; the cost is low. The consumption of sports dance training market development internal disadvantage is the lack of funds, hardware facilities is not perfect; weak teachers, lack of unified and standardized teaching material; the lack of publicity, students, parents consciousness is not strong; the government does not pay attention, lack of guidance and supervision of the external market development. The opportunity is that the national policy strongly advocated; the media provide a good social atmosphere for the sports dance training market development; social economic development provides a good basis for protection for the sports dance training market. The market development of the external threat is: lack of high-level professional sports dance training talents; training market management; training market regulations.3 is not perfect, in view of the existing Changsha sports dance training market, suggest vigorously strengthen the sports dance training industry management and support; and The propaganda of strong sports dances, improving the professional sports level of dance teachers, improving the image of teachers, broadening channels, establishing regular training platform for sports dance teachers, developing marketing strategies, highlighting marketing characteristics, strengthening the analysis of sports dance market, and scientifically positioning the market, etc.

【学位授予单位】：吉首大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J722.8

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