长沙市城区羽毛球场馆O2O经营模式案例研究

发布时间：2018-07-15 19:04

【摘要】：随着互联网的迅速发展,互联网被广泛应用在学习、娱乐、交往、消费等领域,并深刻影响着人们的生活方式。2014年10月,国务院《关于加快发展体育产业促进体育消费的若干意见》提出,目标要把体育产业作为推动整个经济社会持续健康发展的坚实力量,将全民健身上升到了国家战略高度。一石激起千层浪,在“互联网+”的大背景下诞生出了新的商业模——O2O模式,体育行业从此焕发出新的生机与活力。在全民健身新时代,羽毛球场馆作为广大市民选择运动的场地之一,如何选择优质的羽毛球场馆,如何选择合适的锻炼时间等,都是他们所关注的问题。在这个背景下,要使羽毛球场馆经营模式更便民,进一步发挥羽毛球运动在全民健身中的作用,充分利用互联网的优势已越来越受到广泛的重视。本文采用文献资料法、案例分析法、问卷调查法、实地调查法、比较分析法以及数理统计法,对长沙市羽毛球场馆经营现状以及长沙市羽毛球场馆O2O经营模式进行了探讨。通过调查研究与分析发现,长沙市城区羽毛球场馆主要采用传统经营模式,虽然也有少数羽毛球场馆的经营涉及到互联网,但其存在互联网模式程度较低、经营渠道单一、场馆预订方式较为落后、用户体验反馈渠道不通畅、服务质量较差、经营者缺乏相应的管理经验等问题。针对这些问题,本研究以长沙某球馆为例进行O2O经营模式尝试。该案例表明:从消费者角度来说,可以及时作出反馈评价、提升消费体验、节省消费者时间和金钱;对于商家而言,可以提高羽毛球场馆的运营效率、优化场馆资源配置、降低场馆的空置率、提升场馆的品牌认可度;对于O2O平台而言,可以维护市场公平、有效的连接商家和消费者、收集更多的用户和商家数据;对于整个市场而言,可以维护市场公平、保障消费者和商家的合法权益、形成活跃健康的市场环境。由此可见,O2O经营模式将会是体育场馆经营的主流模式之一。
[Abstract]:With the rapid development of the Internet, the Internet has been widely used in learning, entertainment, communication, consumption and other fields, and has a profound impact on people's way of life. Some opinions of the State Council on speeding up the development of sports industry and promoting sports consumption put forward that the goal is to take the sports industry as a solid force to promote the sustained and healthy development of the whole economy and society, and to raise the national fitness to a national strategic height. One stone arouses a thousand layers of waves, in the "Internet" under the background of the birth of a new business model-O _ 2O model, sports industry coruscated with new vitality and vitality. In the new era of national fitness, badminton venues as one of the most popular sports venues, how to choose high-quality badminton venues, how to choose the appropriate exercise time, are all their concerns. Under this background, to make the management mode of badminton stadiums more convenient, to further play the role of badminton in the national fitness, to make full use of the advantages of the Internet has been paid more and more attention. By using the methods of literature, case analysis, questionnaire investigation, field investigation, comparative analysis and mathematical statistics, this paper discusses the present situation of badminton stadiums in Changsha and the O _ 2O management mode of badminton venues in Changsha. Through investigation and analysis, it is found that badminton stadiums in Changsha City mainly adopt the traditional management mode. Although there are a few badminton venues involved in the Internet, the existence of the Internet mode is relatively low, and the operating channels are single. The reservation of stadiums and stadiums is backward, the feedback channel of user experience is not smooth, the service quality is poor, the operators lack the corresponding management experience and so on. In order to solve these problems, this study takes a ballroom in Changsha as an example to try the O _ 2O management mode. The case shows that: from the consumer's point of view, we can make feedback evaluation in time, improve consumption experience, save consumers time and money; for businesses, it can improve the operational efficiency of badminton stadiums and optimize the allocation of venue resources. Reduce the vacancy rate of the venue, enhance the brand recognition of the venue; for the O2O platform, it can maintain market fairness, effectively connect businesses and consumers, collect more user and business data; for the whole market, It can safeguard market fairness, protect the legitimate rights and interests of consumers and merchants, and form an active and healthy market environment. This shows that the O 2 O 2 O 2 O management model will be one of the main modes of stadiums and gymnasiums.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G847

【参考文献】