市场运营三要素视野下石家庄市街舞培训运营情况研究

发布时间：2018-01-12 05:32

本文关键词：市场运营三要素视野下石家庄市街舞培训运营情况研究　出处：《河北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：街舞作为体育锻炼和精神享受于一身的一种特殊锻炼形式,被越来越多的民众所接受,特别是因为街舞的动作可以因人而异,表现形式可以随心所欲,动作难度敢于向身体极限挑战的这些特点,迎合了舞者张扬个性、表现自我和不断挑战的心理特征,因而备受喜爱。有需求就会有市场,这是市场形成和发展的一条铁律,全国各地街舞培训机构应市场之需而不断涌现。体育俱乐部的市场运营要素概括为“资源的投入、资源的转换、服务的输出”这三个要素。其中,资源的投入包括:人力、资金、场地、信息等;资源的转换包括:服务设计原则、服务内容设计与服务推广;服务的输出包括:服务的质量、服务管理、建立与维护消费者对所在俱乐部的忠诚。本文依据上述理论框架,运用文献资料法、调查法(访谈法、实地考察法、问卷调查法)和数理统计等研究方法对石家庄市市区大量涌现出来的街舞培训机构的现行运营效益和运营情况进行了评价和分析,得出如下结论:1资源投入的评价:人员投入方面,缺少专职财会人员、营销人员和服务人员,目前在职教练人员是一支年富力强,有较丰富的执教经验的队伍。资金投入大都属于个人投入,目前还没有由政府或企业投入资金的街舞培训机构。场地情况处于一般水平,对场地较满意的学员不到半数。在信息投入上,能够对消费群体的各项信息进行收集、整理和存储,建立数据库,及时与会员进行联系。2资源转换的评价:在服务设计原则中,安全性和创新性仍有欠缺。在服务内容方面,目前推出的主要内容是breaking、hip-hop、jazz、popping、house这五种课程。缺乏能够适应少儿群体和中老年群体的内容以及社会新晋的街舞考级方面的培训内容。推广渠道集中于朋友介绍、工作人员营销等传统渠道,利用与企事业单位以及中小学校合作方面潜力较大,但基本上没有这方面的合作。3服务输出的评价:在服务的质量方面,教练员的教学质量得到了大多数学员的肯定,但对训练之外的其他服务评价却很差。服务管理模式中,经营者对给予员工适度授权的认识不够,一半的机构负责人没有认识到给予员工适度授权的重要性,消费者对服务质量评价不高,培训机构在提高训练服务之外的其他配套服务方面需要下大力量改进。在建立与维护消费者对所在培训机构的忠诚方面,实际上是哪些因素是吸引消费者选择培训机构并长时间选择这个机构的问题。在进行“学员选择培训机构的影响因素”的调查中,距离训练机构远近排名第一,训练内容排名第二,教练员水平排名第三。但在其他条件相同时,教练员水平是消费者对培训机构保持忠诚的最重要因素。所以,建立街舞培训机构首先要考虑地理位置,要有消费群体,第二要有合适的内容,满足消费者希望学到相应内容的需要,第三要有高水平的教练员,使消费者愿意在选定的机构中长期坚持训练。
[Abstract]:A special form of exercise as physical exercise and enjoy the spirit of dance in a body, accepted by more and more people, especially because the dance movement can form can be arbitrary, It differs from man to man., these characteristics have the courage to challenge the limits of the body movement difficulty, to cater to the dancers personality, psychological characteristics and self challenge therefore, beloved. There will be a market demand, the market is the formation and development of an iron law, dance training institutions across the country should be the needs of the market and continue to emerge. The sports club market operation factors summarized as "resources, resource conversion, the three elements of service output. Among them, resources include human, capital, space, information resources; the conversion include: service design principles, service design and service promotion; service output includes: service quality Quantity, service management, establish and maintain consumer loyalty to the club. On the basis of the above theoretical framework, the use of literature, surveys (interviews, field investigation, questionnaire research method and dance training institutions) statistics in Shijiazhuang city is the rapid emergence of the current operational efficiency and operation the evaluation and analysis, conclusions are as follows: 1 resources: the evaluation of staff input, lack of full-time accounting personnel, marketing personnel and service personnel, currently serving the coaching staff is a rich and strong, rich experience in coaching team, mostly belonging to the personal investment funds, there is no dance training institutions the enterprise invested by the government or the site. In the general level of the site, a satisfactory student less than half. In the information input, to the letter of consumer groups Information collection, collation and storage, database, timely contact and evaluation of.2 resources conversion member: the principles of service design, safety and innovation are still lacking. In the service content, the main contents of the current launch is breaking, hip-hop, jazz, popping, house these five kinds of courses. It is lack of to adapt to the training group and the children in the older age groups as well as the contents of new social dance aspects. Promotion channels test focused on friends, staff and other traditional marketing channels, the use of large and small enterprises and school cooperation potential evaluation, but no output.3 cooperation services in this respect basically: the quality of service, quality of teaching coaches got most of the students in the affirmative, but for other service evaluation training was bad. Service management, the staff. The degree of awareness of authorization is not enough, half of the institutions in charge of people do not realize the importance of giving employees appropriate authorization, the consumer evaluation of service quality is not high, other training institutions supporting services in addition to improve the training service needs great strength improvement. In the establishment and maintenance of customer loyalty in training institutions, is actually what factors is to attract consumers to the choice of training institutions and long time choose this agency problem in the survey. "Students select the factors influencing training institutions in distance training institutions and training content ranked first, ranked second, ranked third in the coaches level. But under the same conditions, the level of coaches is the most important factor to maintain consumer loyalty on the training institutions. Therefore, the establishment of hip-hop training institutions should first consider the geographical position, must have to have the appropriate consumer groups, second The content satisfies consumers' desire to learn the corresponding content needs. Third, we need high-level coaches, so that consumers are willing to persist in training in selected institutions.

【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J722.9-4

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