北京跆拳道俱乐部生存现状的调查

发布时间：2018-04-06 20:05

本文选题：跆拳道　切入点：俱乐部　出处：《北京体育大学》2015年硕士论文

【摘要】：跆拳道被列为奥运会表演项目,并作为现代体育项目的发展历史并不长,但在短时间内其取得辉煌的成绩是有目共睹的。尤其是在大众健身市场,跆拳道作为培训项目取得的成就更加瞩目。跆拳道在国家正式立项跆拳道竞技发展线路图的同时,跆拳道的民间商业发展也同时展开,这种两条腿走路的发展模式,在中国体育历史上是开天辟地的。而我国跆拳道运动员在国际赛场上不断斩获奖牌的同时,跆拳道作为健身项目也风生水起地在全国各地展开,并且迅速地占领了健身市场的巨大份额,尤其是低年龄段的健身市场。跆拳道俱乐部在经历了许多年的快速增长后,逐渐进入发展的瓶颈期,以北京地区为例,跆拳道培训的规模增长缓慢,盈利模式单一,利润率不高,从业者的资质组成复杂,新市场的开发不利,创新的经营模式匮乏,同质化竞争严重,导致北京市场跆拳道培训的整体行情不佳。我们研究发现导致跆拳道俱乐部发展不合理的因素很多。主要有：1北京跆拳道俱乐部的发展进入了瓶颈期。表现为俱乐部数量众多,但规模小,学员年轻化严重,人员流失量大,80%以上的学员在小学年龄阶段就退出了跆拳道的培训。2市场开发不深入不全面,跆拳道俱乐部能提供的产品同质化严重,为了生存被迫进行恶性竞争,降低培训质量,最终影响了自身的发展。3脱离了文化的滋润,将跆拳道简化为了肢体动作的表演,让文化的魅力黯然失色,大大降低了跆拳道的吸引力,这也是导致市场停滞的关键问题。4经营理念落后,为了利润牺牲品质,经营过程中弱化了品牌的观念,没有意识到品牌培育的重要性,至今北京跆拳道培训市场没有出现专业品牌。
[Abstract]:Taekwondo is listed as an Olympic performance event, and its history as a modern sports event is not long, but in a short period of time, its brilliant achievements are obvious to all.Especially in the mass fitness market, taekwondo as a training program has gained more attention.Taekwondo in the national official taekwondo sports development line map, Taekwondo folk commercial development is also launched at the same time, this two-leg walking development model, in the history of Chinese sports is groundbreaking.While Chinese Taekwondo athletes are winning medals in the international arena, taekwondo, as a fitness project, has been launched throughout the country, and has rapidly occupied a huge share of the fitness market.Especially the low-age fitness market.After many years of rapid growth, Taekwondo clubs have gradually entered the bottleneck period of development. Taking the Beijing area as an example, the scale of Taekwondo training has grown slowly, the profit model is single, the profit margin is not high, and the qualification composition of the practitioners is complex.The unfavorable development of the new market, the lack of innovative business models and the serious homogeneous competition have led to a poor overall market for Taekwondo training in the Beijing market.Our research found that the development of taekwondo clubs is caused by a lot of unreasonable factors.The development of the Beijing Taekwondo Club has entered a bottleneck period.This shows that the number of clubs is numerous, but the size of the clubs is small, the students are getting younger, and more than 80% of the students who have lost more than 80% of their staff have withdrawn from the training .2 market of Taekwondo at the primary school age, and the market development is not thorough and comprehensive.Taekwondo clubs can provide products of serious homogeneity, in order to survive forced to engage in vicious competition, reduce the quality of training, and ultimately affected their own development .3 divorced from the culture of nourishing, Taekwondo will be simplified to physical performance,The charm of culture is overshadowed, and the attraction of taekwondo is greatly reduced. This is also the key issue leading to market stagnation. 4. The concept of management is backward. In order to sacrifice quality for profit, the concept of brand has been weakened in the course of operation.Not aware of the importance of brand cultivation, there is no professional brand in Beijing Taekwondo training market.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G886.9

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