北京市艺术体操俱乐部运营管理研究

发布时间：2018-05-06 12:38

本文选题：北京市 + 艺术体操俱乐部　；参考：《华中师范大学》2017年硕士论文

【摘要】：21世纪以来,我国体育产业迅速发展。2014年国务院颁布了文件《关于加快发展体育产业促进体育消费的若干意见》,到2025年的发展目标提出要基本建立布局合理、功能完善、门类齐全的体育产业体系。2016年国家体育总局进一步规划体育产业发展,发布实施了《体育发展“十三五”规划》。调整体育产业机构、优化体育产业空间布局。体育俱乐部是扩大体育消费群体的重要载体,也是体育产业发展的重要组成部分。2008年北京奥运会是我国艺术体操项目发展鼎盛时期。自此,艺术体操项目受到更多的关注,市场逐步扩大,北京市艺术体操俱乐部快速发展、逐步成熟,需求量不断增加。通过文献资料法、访谈法、问卷调查法、对比分析法和个案研究法,调查北京市5所艺术体操俱乐部资源输入与输出情况、运营管理结构,分析被调查俱乐部突出管理内容,鉴于维护俱乐部的声誉和遵从俱乐部运营管理者的要求,在分析过程中,将俱乐部名称均改为化名。通过研究发现:其一,专业团队的稳定性不强、综合水平不高是制约着北京市艺术体操俱乐部发展的主要因素:专业体育管理人才欠缺;教练员流动性大;缺少专业市场营销人员。其二,融资渠道单一是阻碍北京市艺术体操俱乐部扩大发展的重要原因:资金直接影响了俱乐部人力设置和物质水平,单一的投资与学费始终制约俱乐部扩大。其三,新的课程产品开发、目标群体拓展是北京市艺术体操俱乐部发展的基本策略:课程内容应该根据北京市各个艺术体操俱乐部内学员特点做出适当调整,符合学员发展需要的课程内容。可以增加成年人艺术体操、艺术体操教练员的课程,扩大北京市艺术体操俱乐部消费市场。其四,宣传渠道信息化、建立学校合作发展机制是北京市艺术体操俱乐部亟待开发的营销举措:北京市艺术体操俱乐部除了使用微信公众号、网页等方式曝光俱乐部信息外,应该多参与国内外艺术体操俱乐部交流比赛及赛后训练营。同时,通过参加多种多样的商业活动、与体育媒体合作转播俱乐部活动增加俱乐部曝光。与北京市大中小学合作增加俱乐部的影响力。最后,建议北京市艺术体操俱乐部设置完善的人力管理机制,加强社会融资能力;扩大北京市艺术体操俱乐部市场;成立市(区)艺术体操俱乐部联合组织。
[Abstract]:Since the 21st century, the sports industry of our country has developed rapidly. In 2014, the State Council issued the document "some opinions on speeding up the Development of Sports Industry and promoting Sports consumption". In 2016, the State Sports Administration further planned the development of the sports industry and issued and implemented the 13th Five-Year Plan for Sports Development. Adjust the organization of sports industry, optimize the space layout of sports industry. Sports club is not only an important carrier of expanding sports consumption group, but also an important part of the development of sports industry. The 2008 Beijing Olympic Games was the peak of the development of rhythmic gymnastics in China. Since then, the rhythmic gymnastics project receives more attention, the market expands step by step, the Beijing rhythmic gymnastics club develops rapidly, matures gradually, the demand increases unceasingly. Through the methods of literature, interview, questionnaire, comparative analysis and case study, this paper investigates the resource input and output of five rhythmic gymnastics clubs in Beijing, the operation management structure, and analyzes the outstanding management contents of the investigated clubs. In order to maintain the reputation of the club and comply with the requirements of the club manager, in the process of analysis, the name of the club is changed to a pseudonym. First, the stability of the professional team is not strong, the comprehensive level is not high is the main factor that restricts the development of Beijing rhythmic gymnastics club: the lack of professional sports management talent, the mobility of coaches; There is a shortage of professional marketers. Second, the single financing channel is an important reason that hinders the expansion and development of Beijing rhythmic gymnastics club: the capital directly affects the manpower and material level of the club, and the single investment and tuition fees always restrict the expansion of the club. Third, the development of new curriculum products and the development of target groups are the basic strategies for the development of Beijing rhythmic gymnastics club: the curriculum content should be adjusted appropriately according to the characteristics of the participants in each rhythmic gymnastics club in Beijing. Contents of courses that meet the development needs of students. It can increase the adult rhythmic gymnastics, rhythmic gymnastics coaches' courses and expand the consumption market of Beijing rhythmic gymnastics club. Fourthly, the informatization of propaganda channels and the establishment of the cooperative development mechanism of schools are the marketing measures to be urgently developed by the Beijing rhythmic Gymnastics Club: in addition to using WeChat public numbers and web pages, the Beijing rhythmic Gymnastics Club exposes the club information. Should participate in domestic and foreign rhythmic gymnastics club exchange competition and training camp after the game. At the same time, through participation in a variety of business activities, with sports media broadcast club activities to increase the exposure of the club. Cooperate with Beijing university and primary school to increase the influence of the club. Finally, it is suggested that Beijing rhythmic gymnastics club should set up perfect manpower management mechanism, strengthen social financing ability, expand the market of Beijing rhythmic gymnastics club, and set up the city (district) rhythmic gymnastics club joint organization.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G834

【参考文献】