深圳市攀岩俱乐部发展现状及对策研究

发布时间：2018-11-25 13:40

【摘要】：近几年在国家政策支持和赛事的推动下,越来越多的人认识了攀岩运动,也因其具有健身、娱乐、竞技观赏性强等特点吸引了越来越多的人参与到攀岩活动中,特别是受到很多青年群体的青睐,成为众人首选的工作、生活、学习的“减压剂”。随着参加攀岩运动群体的日益增加,市场需求的不断扩大,为了满足大众消费者的需求,近两年我国攀岩俱乐部的发展数量也在不断增加。但处在发展初期的攀岩俱乐部还存在各种阻碍其发展的问题,攀岩俱乐部是否健康可持续的发展,关系到能否更好的推广普及这项运动,是影响我国攀岩运动发展的重要因素之一。本研究采用文献资料法、访谈法、问卷调查法、数理统计法等研究方法对深圳市攀岩俱乐部进行调查研究,分析目前深圳市攀岩俱乐部现状及存在的问题,并提出相应的建议。研究结论如下:(1)攀岩运动是一项新兴的体育运动项目,群众的认知度比较低,市场总体规模偏小。(2)目前部分攀岩俱乐部没有获得有关部门的资质认证就进行经营活动,体现了政府部门对攀岩场所的运营存在监管力度不足的问题。(3)攀岩俱乐部内部管理方面,经营管理者缺乏先进的经营管理理念。俱乐部因经营规模小,组织机构不完善,无法吸引或留不住专业人才。(4)攀岩俱乐部市场运营方面,存在目标市场不明确,服务产品种类和促销渠道单一的情况。建议:政府层面(1)加大户外攀岩运动知识的普及和大众市场的培育(2)增加攀岩运动基础设施的投入建设(3)加强专业人才的培养,为攀岩运动的发展提供人才保障。(4)政府部门加强对攀岩运动经营场所的监管力度。俱乐部层面(1)经营管理者进一步的学习,转变经营管理理念。(2)完善俱乐部组织系统(3)丰富服务产品种类,提升产品的吸引力。(4)进行市场细分,明确市场定位。(5)校企合作共同培养复合型专业人才,完善薪资培训体系,留住专业人才。(6)针对目标市场,优化促销组合策略。
[Abstract]:In recent years, driven by the support of national policies and competitions, more and more people have learned about rock climbing, and have attracted more and more people to participate in rock climbing activities because of their characteristics of fitness, entertainment, competitive appreciation, etc. Especially by many youth groups, become the first choice of work, life, learning "decompression agents." With the increasing number of rock climbing groups and the expansion of market demand, the number of rock climbing clubs in China has been increasing in recent years in order to meet the needs of mass consumers. But at the beginning of the development of rock climbing clubs there are still a variety of obstacles to their development. Whether rock climbing clubs can develop healthily and sustainably has a bearing on whether they can better promote and popularize the sport. Rock climbing is one of the important factors affecting the development of rock climbing in China. In this study, literature, interview, questionnaire, mathematical statistics and other research methods were used to investigate and study rock climbing clubs in Shenzhen. The present situation and problems of rock climbing clubs in Shenzhen were analyzed, and corresponding suggestions were put forward. The conclusions are as follows: (1) Rock climbing is a new sport, and the people have a low level of recognition. The overall scale of the market is relatively small. (2) at present, some rock climbing clubs are operating without the qualification certification of the relevant departments. It reflects that the government has insufficient supervision on the operation of rock climbing sites. (3) the internal management of rock climbing clubs lacks advanced management concepts. Because of its small scale and imperfect organization, the club can not attract or retain professional talents. (4) in the aspect of market operation of rock climbing club, the target market is not clear, the service product type and the promotion channel are single. Suggestions: at the government level (1) to increase the popularization of outdoor rock climbing knowledge and the cultivation of mass market (2) to increase the investment in the construction of rock climbing infrastructure (3) to strengthen the training of professionals, For the development of rock climbing to provide talent protection. (4) the government strengthen the management of rock climbing supervision. The club level (1) the management manager further studies, changes the management idea, (2) consummates the club organization system (3) enriches the service product kind, enhances the product attraction. (4) carries on the market segmentation, (5) colleges and enterprises cooperate to train compound professional talents, perfect salary training system, and retain professional talents. (6) aiming at the target market, optimize the strategy of promotion combination.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G881

【参考文献】