基于态势分析的长春市经营性羽毛球馆运营管理的现状研究

发布时间：2018-05-12 23:32

本文选题：长春市 + 经营性羽毛球场馆　；参考：《吉林大学》2017年硕士论文

【摘要】：长春市作为吉林省的省会城市,是吉林省政治、教育与经济中心,也是当前吉林省大众体育开展最好的城市,经营性羽毛球场馆数量众多。特别是近些年来,随着长春市大众可支配收入水平的显著提高及闲暇时间的增多,大众的体育健康意识显著提高,到经营性羽毛球场馆打球锻炼已经成为一种时尚。但是,经营性羽毛球场馆在长春市的发展时间还比较短,受诸多因素的制约,其运营管理中还有很多待完善的地方。本研究采用文献资料法、专家访谈法、问卷调查法、数理统计法与逻辑分析法等研究方法,立足长春市经营性羽毛球场馆的发展现状,以体育产业、体育市场营销、体育经济学及管理学等相关理论为依据,对长春市经营性羽毛球场馆的运营管理现状做深入系统的调查;在此基础上,运用管理学理论中的SWOT态势分析法,从外部条件、内部环境两个方面,对长春市经营性羽毛球场馆运营管理面临的优势(Strengths)、劣势(Weakness)、机遇(Opportunity)与竞争(Threats)情况做系统的分析,针对性的提出旨在提高长春市经营性羽毛球场馆运营管理水平的对策,为长春市经营性羽毛球场馆今后运营管理的改进提供参考,为长春市经营性羽毛球场馆的经营决策提供依据。通过研究,得到如下几方面结论:1、长春市经营性羽毛球场馆运营管理的优势集中在完善的软硬件设施、多样的经营模式、合理的定价策略以及会员数量逐渐增多四个方面。2、长春市经营性羽毛球场馆运营管理的劣势集中在人力资源水平不高(管理者的专业管理知识不足,教练员的专职化程度低)、内部管理水平不足及服务水平不高等方面。3、长春市经营性羽毛球场馆运营管理面临着良好的机遇,突出表现在良好的政策支撑、社会经济的持续稳定发展以及丰富的高校资源。4、随着长春市经营性羽毛球场馆的增多,行业的竞争将继续加剧,各场馆的竞争愈加激烈,部分场馆通过降价竞争,给场馆发展带来压力。5、长春市经营性羽毛球场馆运营管理的改善可采取增长型策略、扭转型策略、多种经营策略、防御型策略等四种运营管理策略。其中,增长型策略主要是进一步完善场馆的场地设施,加强与高校的合作引进专业羽毛球管理、教练人才,开展岗位培训提高管理人员及教练员的整体水平;扭转型策略主要是丰富经营模式,走连锁经营之路,打造场馆的品牌,同时要加强宣传力度,特别要重视开展网络宣传;多种经营策略主要是广泛吸收社会资金,丰富经验项目,为消费者量身定制一个运动处方;防御型策略主要是提高场馆的服务质量,避免因低价竞争给与场馆长远发展带来的不利影响。
[Abstract]:Changchun, as the provincial capital of Jilin Province, is the political, educational and economic center of Jilin Province, and is also the best city for the development of popular sports in Jilin Province at present. Especially in recent years, with the significant increase of disposable income and leisure time, the sports health consciousness of the masses has been improved significantly, and it has become a fashion to play basketball in the commercial badminton stadiums. However, the development time of the operating badminton stadium in Changchun is relatively short, restricted by many factors, and there are still many places to be improved in its operation and management. This research adopts the methods of literature, expert interview, questionnaire investigation, mathematical statistics and logic analysis, etc., based on the current situation of the development of commercial badminton stadiums in Changchun, the sports industry, sports marketing, and so on. Based on the relevant theories of sports economics and management, this paper makes a deep and systematic investigation on the current situation of the operation and management of the operating badminton stadiums in Changchun City. On this basis, it applies the SWOT situation analysis method in the management theory to analyze the external conditions. From the two aspects of internal environment, this paper makes a systematic analysis of the advantages faced by the operating management of the operating badminton stadiums in Changchun, such as Strengthsn, Weaknessy, opportunity) and competition threats. The aim of this paper is to improve the management level of the operating badminton stadiums in Changchun, and to provide a reference for the improvement of the operation and management of the business badminton venues in Changchun in the future. It provides the basis for the management decision of the commercial badminton gymnasiums in Changchun. Through the research, we can get the following conclusions: the advantages of operating and management of Changchun operational badminton stadiums are concentrated in the perfect hardware and software facilities and various business models. Reasonable pricing strategy and the number of members gradually increased in four aspects. 2. The disadvantages of operating and management of operating badminton stadiums in Changchun focused on the low level of human resources (lack of professional management knowledge of managers). The coaches' professional degree is low, the internal management level is not enough and the service level is not high, etc. 3. Changchun operating and managing badminton stadiums and gymnasiums are faced with good opportunities, which are highlighted in the good policy support. With the sustained and stable development of social economy and the abundant resources of colleges and universities, with the increase of the operating badminton venues in Changchun, the competition in the industry will continue to intensify, and the competition among the venues will become more intense, and some venues will compete through the reduction of prices. It brings pressure to the development of the gymnasium. 5. The improvement of the operation and management of the operating badminton gymnasiums in Changchun can adopt four kinds of operation and management strategies: growth strategy, twisting strategy, diversified operation strategy and defensive strategy. Among them, the growth strategy is to further improve the venue facilities, strengthen cooperation with colleges and universities to introduce professional badminton management, coaches, the development of job training to improve the overall level of managers and coaches; The twisting strategy is mainly to enrich the business model, take the road of chain operation, build the brand of the stadiums, at the same time, we should strengthen the propaganda, especially pay attention to the network propaganda. The defensive strategy is mainly to improve the service quality of the venues and avoid the adverse effects of the low price competition on the long-term development of the venues.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G847

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