扬州市羽毛球培训市场的发展现状研究

发布时间：2018-05-31 13:21

本文选题：羽毛球培训 + 培训市场　；参考：《扬州大学》2017年硕士论文

【摘要】：为了促进扬州市羽毛球运动和扬州市区域经济的发展,为扬州市羽毛球培训行业的发展提供参考依据,本文就采用文献资料、问卷调查、数理统计、逻辑分析、实地考察、SWOT分析等科研方法,对扬州市羽毛球培训市场的发展现状进行了研究。并得到了如下研究结论:(1)调查结果表明扬州市羽毛球场馆和羽毛球俱乐部的分布比较集中,且设施较为理想;民办性质培训占市场主要地位;收费比较合理。(2)扬州市羽毛球培训对象主要为15岁一下青少年群体;教练员年龄结构合理、学历层次较高,但存在性别失衡和兼职教练员比例过高的问题。(3)扬州市羽毛球培训的消费结构和动机较为多元,经济状况和体育价值观是影响消费的主要因素。(4)现阶段扬州市羽毛球培训市场的开发既有优势也有劣势,既有机遇也有挑战。其中,优势主要体现在扬州市羽毛球培训机构的数量不断增长,场地设施相对较为完善、扬州市经济发展迅速,为羽毛球培训市场的发展提供了良好的经济条件、扬州市全民健身运动的推进和“亿万青少年阳光体育运动”的实施,扩大了羽毛球培训消费者的人口基数这三个方面;劣势则主要在于体制不够健全、缺乏专业人员、缺乏完善的准入制度这三个方面;发展的机会主要在于羽毛球培训市场的开发一方面得到了政策层面的支持,另一方面在于居民闲暇时间的增多;而发展的威胁则在于目前扬州市还缺乏羽毛球培训市场经营管理方面的专业人才、且市场竞争较为激烈两点。提出了如下发展思路:(1)注意树立科学的经营理念,在全面把握市场供求状况的基础上,根据羽毛球培训市场上的供求变化规律,适时的对培训机构的经营策略和经营路线做出合理的调整。(2)注意树立品牌意识,打造品牌特色,通过在消费者中提高自己的知名度、信任度和美誉度等方式来形成自己独特的品牌形象。(3)注意树立关系营销观念,注重消费者的消费体现,采取科学的营销战略,最大限度争取回头客。
[Abstract]:In order to promote the development of Yangzhou badminton and Yangzhou regional economy, and to provide reference for the development of Yangzhou badminton training industry, this paper adopts literature, questionnaire, mathematical statistics and logic analysis. The present situation of badminton training market in Yangzhou was studied by using SWOT analysis and other scientific research methods. The results show that the distribution of badminton stadiums and clubs in Yangzhou is concentrated and the facilities are ideal, private training plays a major role in the market. The training object of badminton in Yangzhou is mainly young people under the age of 15, the age structure of coaches is reasonable, and the educational level is higher. However, there is a gender imbalance and a high proportion of part-time coaches. (3) the consumption structure and motivation of badminton training in Yangzhou City are more diversified. Economic status and sports values are the main factors influencing consumption.) at present, the development of badminton training market in Yangzhou has both advantages and disadvantages, opportunities and challenges. Among them, the advantages are mainly reflected in the continuous growth of the number of badminton training institutions in Yangzhou, relatively perfect venues and facilities, and the rapid economic development of Yangzhou, which provides a good economic condition for the development of badminton training market. The promotion of the Yangzhou National Fitness campaign and the implementation of "hundreds of millions of Young people's Sunshine Sports" have expanded the population base of badminton training consumers in three aspects; the main disadvantages are that the system is not sound enough and that there is a lack of professional personnel. The opportunity for development lies in the policy support of badminton training market on the one hand and the increase of leisure time in residents on the other; The threat of development lies in Yangzhou's lack of professionals in training badminton market and the fierce competition in the market. Put forward the following development ideas: 1) pay attention to setting up scientific management idea, on the basis of comprehensively grasping the market supply and demand situation, according to the law of supply and demand change in badminton training market, Make a reasonable adjustment to the training organization's management strategy and management route in due course) pay attention to establish brand consciousness, build brand characteristic, raise oneself's popularity among consumers, Trust and reputation to form their own unique brand image. 3) pay attention to establish the concept of relationship marketing, pay attention to consumer consumption, adopt scientific marketing strategy to maximize the return of customers.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G847

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