基于SWOT的北京市亲子游泳培训产业发展现状的分析

发布时间：2018-01-29 13:41

本文关键词： 北京市亲子游泳 SWOT 发展趋势　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平增长,众多体育项目越来越受到广大群众的喜爱;游泳是普及较高的水上运动项目,基于游泳衍生出的亲子游泳项目,成为广大婴幼儿家长的首要运动选择。北京因其地域与经济优势,亲子游泳培训产业发展迅猛,在体育培训产业市场中占据重要之地。本文主要以北京市亲子游泳培训机构为研究对象,采用文献资料法、问卷调查法、实地考察法、访谈法、SWOT分析法对北京市亲子游泳培训机构发展现状综合分析,针对现有优势、劣势、机遇、威胁等因素交叉配对,为该产业未来发展提出可行的建议。通过研究分析,本文主要研究结果包括:(1)北京市亲子游泳培训市场发展的主要优势是:现在是市场发展的初期,市场容量比较大,可促进其产业蓬勃发展。(2)北京市亲子游泳培训市场发展的主要劣势是:目前市场现有培训机构的管理人员、教练员和服务人员等从业人员的资质较低;行业门槛低,导致市场竞争激烈。(3)北京市亲子游泳培训市场发展的主要机遇是:除了前面所述的市场容量大之外,目前国人消费水平逐渐提高;国家多项鼓励发展服务业等利好政策的推出;二胎政策的完全放开以及父母优生早教意识的增强,为该行业的市场发展提供源源不断的动力。(4)北京市亲子游泳培训市场发展的主要威胁是:存在的安全隐患,不断涌入的商家和加盟店。针对优势、劣势、机遇、挑战分析,北京市亲子游泳培训机构需要依托经济快速发展的基础支撑下,利用良好的市场环境,稳速扩展亲子游泳产业的规模;并且目前对亲子游泳的市场容量较大,基于此,做好市场调研,合理选址,扩大培训机构连店铺的覆盖率;同时抓住政府政策的有力支持,利用亲子游泳培训产业现有的优势,扩大该项运动的影响力,吸引更多的社会资金,发展该产业规模。北京市亲子游泳培训行业应利用良好的市场环境,产业的快速扩张与发展对人才的需求势必增高,企业可利用高待遇吸引高素质从业人员;基于较高市场容量,企业应增加宣传方式,积极利用网络和APP平台,加大宣传力度,以便快速吸引资金注入;同时要建立完善的安全防护系统,杜绝安全事故发生;利用北京发展热点,增加市场占有率;建立健全的法律法规,杜绝恶性市场竞争发生;发展和谐的企业文化。活跃企业氛围,将亲子游泳培训行业迅速做大做强。
[Abstract]:With the increase of people's living standard, many sports are more and more popular with the masses. Swimming is a popular water sports event. Based on the parent-child swimming derived from swimming, it has become the most important sports choice for parents of infants and toddlers. Beijing has its regional and economic advantages. The parent-child swimming training industry is developing rapidly and occupies an important place in the sports training industry market. This paper mainly takes Beijing parent-child swimming training institution as the research object, using the method of literature and questionnaire. Field investigation method, interview method SWOT analysis of Beijing parent-child swimming training institutions development situation comprehensive analysis, in view of the existing strengths, weaknesses, opportunities, threats and other factors cross-pair. Through research and analysis, the main research results of this paper include: 1) the main advantages of Beijing parent-child swimming training market development is: now is the initial stage of market development. The main disadvantage of the development of Beijing parent-child swimming training market is: at present, the managers of the existing training institutions in the market. The qualifications of coaches and service personnel are low; The main opportunities for the development of Beijing parent-child swimming training market are as follows: in addition to the large market capacity mentioned above, the consumption level of the people is gradually improving; The introduction of many favorable policies such as encouraging the development of the service industry in the country; The policy of second child was completely liberalized and the consciousness of early education of parents with good birth was strengthened. The main threats to the development of the parent-child swimming training market in Beijing are the hidden dangers of safety, the constant influx of merchants and franchisees, and the advantages and disadvantages. Analysis of opportunities and challenges, Beijing parent-child swimming training institutions need to rely on the rapid economic development of the foundation, the use of good market environment, steady speed expansion of parent-child swimming industry scale; And at present, the market capacity of parent-child swimming is large, based on this, do market research, reasonable location, expand the coverage of training institutions even stores; At the same time, we should grasp the strong support of government policy, make use of the existing advantages of parent-child swimming training industry, expand the influence of the sport and attract more social funds. To develop the scale of the industry, the Beijing parent-child swimming training industry should make use of the good market environment, the rapid expansion and development of the industry will inevitably increase the demand for talents, and enterprises can make use of the high treatment to attract high-quality employees; Based on the higher market capacity, enterprises should increase publicity methods, actively use the network and APP platform, increase publicity efforts, in order to attract capital injection quickly; At the same time, it is necessary to establish a sound safety protection system to prevent the occurrence of safety accidents; Take advantage of Beijing's hot spots to increase market share; Establish sound laws and regulations to prevent vicious market competition; Develop a harmonious corporate culture, active business atmosphere, parent-child swimming training industry quickly become bigger and stronger.
【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】：G861.1

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