北京市中外商业性少儿体操培训机构运作模式的对比分析

发布时间：2018-01-03 08:21

本文关键词：北京市中外商业性少儿体操培训机构运作模式的对比分析　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济社会的迅速发展,体育教育的重要性愈加凸显。2014年10月,国务院公布“《加快发展体育产业促进体育消费的若干意见》,将全民健身上升为国家战略。中国体操的隐忧,并非短期的成绩起伏,而是人才供给面临‘缺血’的困境。”2014年首届全国快乐体操推行工作研讨会在北京召开,强调推广快乐体操。北京市目前体操开展处于初级阶段,对少儿体操培训机构的运作模式的认识有待提升,因此本文对比研究北京市3所中外少儿体操培训机构之间的运作模式,从内部后勤、市场营销、培训教学、售后服务、基础设施、人力资源、技术开发、采购管理等方面进行对比研究,通过调查问卷法、访谈法、实地调查法、文献资料法、数理统计法、对比分析法、逻辑分析法,了解北京市3所少儿体操培训机构的运作模式,通过对比研究发现“中与外”、“土与洋”机构的优势与劣势,以便互相学习、取长补短,共同进步,为尽快提高我国商业性快乐体操培训机构的商业运作水平与培训质量提供理论参考。经研究得出以下结论:(1)中外合资的体操培训机构在总体运作模式中要比本土体操培训机构占有很大的优势,在北京市开展的情况比较好。(2)内部后勤、基础设施、采购管理等方面,基础设施质、中外管理分配方式基本相同,场地选址都在商业区或人流量大的商场,在管理方面都应有所加强。(3)市场营销方面,中外合资的在品牌知名度和网络营销上占有很大优势,营销策略基本相差甚微;本土的在市场销售价格方面占有一定的优势,需要提高课程质量,提高性价比,转而在市场营销占有率上赢的一定的优势。(4)售后服务方面,中外合资的培训机构比较重视售后服务,无论是课程问题还是退款问题,机构强调的都是服务质量;而本土的在服务方面稍微欠缺。(5)培训教学和技术开发方面,中外合资的占有很大的优势,无论是培训教学还是技术开发都有自己独特的元素在里面,统一的教学培训,统一的教案和自创音乐背景,提高课程质量的同时彰显自己品牌的特色,另外,自己的研发团队使得自己的品牌不断创新,独立的教案不遵循守旧是国外理念的一大特色,而本土没有固定的教案,授课方式还遵循学校上课模式没有吸引力,导致“土”与“洋”较大差异性。(6)力资源方面,本土在工资待遇方面欠缺于中外合资的培训机构,导致员工对机构的满意度低,人员动变大。
[Abstract]:With the rapid development of economy and society, the importance of physical education has become more and more prominent. On October 2014, the State Council published "some opinions on speeding up the Development of Sports Industry and promoting Sports consumption". National fitness will be raised as a national strategy. The hidden worries of Chinese gymnastics, not short-term ups and downs. "in 2014, the first National Happy Gymnastics implementation Workshop was held in Beijing, emphasizing the promotion of Happy Gymnastics. At present, Beijing is in the primary stage of gymnastics development." The operation mode of children's gymnastics training institutions needs to be improved, so this paper makes a comparative study of the operation models between three Chinese and foreign children's gymnastics training institutions in Beijing, from the internal logistics, marketing, training and teaching. After sales service, infrastructure, human resources, technology development, procurement management and other aspects of comparative research, through questionnaires, interviews, field investigation, literature, mathematical statistics, comparative analysis. In order to learn from each other, we can find out the advantages and disadvantages of "Chinese and foreign", "native and foreign" institutions through comparative study to understand the operation mode of 3 children's gymnastic training institutions in Beijing by logical analysis method, so as to learn from each other and make up for each other's weaknesses. Progress together. This paper provides a theoretical reference for improving the level of commercial operation and training quality of China's commercial pleasure gymnastics training institutions as soon as possible. Sino-foreign joint venture gymnastic training institutions in the overall operation mode than the local gymnastics training institutions have a great advantage. In Beijing, the internal logistics, infrastructure, procurement management and other aspects, infrastructure quality, Chinese and foreign management distribution methods are basically the same. The site location is in the shopping district or the shopping mall with large flow of people, and the management should be strengthened in the aspect of marketing. The Sino-foreign joint venture has a great advantage in brand popularity and network marketing. There is little difference in marketing strategy; Local in the market sales price has a certain advantage, need to improve the quality of courses, improve cost-effective, in turn in the marketing share of a certain advantage. 4) after-sales service. Sino-foreign joint venture training institutions pay more attention to after-sales service, whether it is the issue of courses or refund, institutions emphasize the quality of service; Local in the service slightly lack of training teaching and technology development, Sino-foreign joint venture has a great advantage, whether training teaching or technology development have their own unique elements in it. Unified teaching and training, unified teaching plan and self-created music background, improve the quality of the curriculum at the same time to highlight their own brand characteristics, in addition, their own R & D team to make their own brand innovation. Independent teaching plan does not follow the old-fashioned concept is a major feature of the foreign concept, and the local do not have a fixed teaching plan, teaching methods also follow the school model is not attractive. As a result, there is a great difference between "land" and "foreign". In terms of resources, the local salary is short of the Sino-foreign joint venture training institution, which leads to the low satisfaction of the staff to the organization and the greater movement of the staff.
【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】：G83

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