成都户外运动俱乐部现状及发展策略研究

发布时间：2018-01-13 04:07

本文关键词：成都户外运动俱乐部现状及发展策略研究　出处：《成都体育学院》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的迅速发展,人民物质生活水平的提高,人们开始追求精神生活方面的享受,同时在激烈的社会竞争环境下,人们的生活压力也越来越大,寻求对身心的放松,对自然的渴望强烈吸引着人们走向户外。尤其在“全民健身”大环境的影响下,越来越多的人开始重视身心的健康,人们开始利用节假日走向户外,掀起了户外运动的热潮。成都作为我国重要的休闲名城,也是我国“西三角经济区”和“成渝经济区”城市集群的中心城市,它丰富又独特的自然地理资源和休闲的人文环境,为户外运动的开展提供了良好的条件,加上近几年经济的快速增长,更是为成都户外产业的发展奠定了物质基础。作为户外运动发展的重要载体,伴随着户外运动的兴起,户外运动俱乐部这一新兴体育产业随之蓬勃发展起来并不断壮大。本文旨在通过对成都户外运动俱乐部及户外运动参与者的走访调研,了解户外运动俱乐部的现状和户外参与群体的消费特征,分析成都户外运动俱乐部组织管理、市场运营及户外运动潜在市场状况,找出目前户外运动俱乐部运营中所存在的各种问题,并进一步运用管理学、营销学、旅游学等学科的相关知识提出解决办法,希望对成都户外运动俱乐部的健康发展有所帮助。通过对成都市户外运动俱乐部的现状研究,得出了以下问题： 1、政府缺乏对成都户外俱乐部的行政管理；2、成都消费者市场消费水平低；3、参与者与户外运动的认识度不高且参与者总量小；4、成都户外运动俱乐部市场供给能力差,主要表现在：(1)户外产品品种单一,质量普遍不高；(2)俱乐部目标市场不明确,市场开发程度低；(3)俱乐部内部管理不规范,缺乏品牌意识；(4)专业队伍整体素质不高。建议：1、政府层面——多错并举、引导户外俱乐部健康发展。(1)完善法律法规,规范俱乐部管理；(2)加强人才培养,提供技术保障；(3)善户外运动安全救援(4)普及户外知识,培育群众基础；(5)合理规划开发户外资源,加强基础设施建设；(6)完善户外运动安全保障体系； 2、俱乐部层面——“筑巢引凤”,打造适应市场需要的俱乐部。(1)加强内部组织建设；(2)打造户外俱乐部品牌、树立户外运动市场形象；(3)细分产品市场、明确目标定位；(4)丰富活动内容,提升服务水平； 3、参与者层面——提高户外认知,督促户外俱乐部规范发展
[Abstract]:With the rapid development of our economy and the improvement of people's material living standard, people begin to pursue the enjoyment of spiritual life. At the same time, in the fierce social competition environment, people's living pressure is also increasing. Seeking to relax the body and mind, the desire for nature strongly attracts people to go outdoors. Especially under the influence of the "National Fitness" environment, more and more people begin to pay attention to their physical and mental health. As an important leisure city Chengdu is also the central city of "Western Triangle Economic Zone" and "Chengdu-Chongqing Economic Zone". It is rich and unique natural geographical resources and leisure cultural environment, providing good conditions for the development of outdoor sports, coupled with the rapid economic growth in recent years. As an important carrier of outdoor sports development, it is accompanied by the rise of outdoor sports. Outdoor sports club, a new sports industry, has been booming and growing. The purpose of this paper is to understand the status quo of outdoor sports clubs and the consumption characteristics of outdoor participation groups through the investigation of Chengdu outdoor sports club and outdoor sports participants. This paper analyzes the organization and management of Chengdu outdoor sports club, market operation and the potential market situation of outdoor sports, finds out the problems existing in the operation of outdoor sports club at present, and makes further use of management and marketing. The related knowledge of tourism and other subjects is proposed to help the healthy development of Chengdu Outdoor Sports Club. By studying the present situation of Chengdu Outdoor Sports Club, the following problems are obtained: 1. The government lacks the administration of Chengdu Outdoor Club; 2.Chengdu consumer market consumption level is low; 3, the awareness of participants and outdoor sports is not high and the total number of participants is small; 4, the market supply ability of Chengdu outdoor sports club is poor, mainly manifested in: 1) the variety of outdoor products is single, the quality is generally not high; 2) the target market of club is not clear and the level of market development is low; Third, the club internal management is not standardized, lack of brand awareness; 4) the overall quality of the professional team is not high. (1) improve laws and regulations and standardize club management; (2) strengthening the training of talents and providing technical support; 3) good outdoor sports safety rescue 4) popularizing outdoor knowledge and cultivating mass base; 5) rational planning and development of outdoor resources and strengthening of infrastructure construction; Improve outdoor sports safety and security system; 2, club level-"building a nest to attract the Phoenix", to build a club to meet the needs of the market.) to strengthen the internal organization construction; (2) to build the brand of outdoor club and establish the image of outdoor sports market; 3) subdivide the product market and define the target position; (4) enriching the activities and improving the service level; 3, participant level-improve outdoor cognition and urge the development of outdoor clubs
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G895

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