【摘要】：本文通過文獻資料法、專家調(diào)查法、問卷調(diào)查法、實地考察法、數(shù)據(jù)統(tǒng)計法、邏輯分析法對北京市南山滑雪場調(diào)查，對北京市南山滑雪場管理者、工作人員、滑雪指導員、消費者進行了問卷調(diào)查，對管理者進行了訪談，對雪場進行了為期一周的實地考察，發(fā)放問卷600多份。 在此基礎(chǔ)上，對南山滑雪場基礎(chǔ)設(shè)施發(fā)展狀況、經(jīng)營狀況、滑雪指導員現(xiàn)狀、消費者現(xiàn)狀進行了詳細分析，總結(jié)歸納南山滑雪場存在的問題，提出了北京市滑雪市場發(fā)展的對策。一是，整體把握，宏觀分析，規(guī)劃戰(zhàn)略目標.。要理順管理體制，在現(xiàn)有北京市滑雪指導員管理條例、滑雪安全管理條例的基礎(chǔ)上，建立開發(fā)建設(shè)制度、環(huán)境資源規(guī)范制度、滑雪賽事開發(fā)運營制度等。要站在北京、北方、全國的視角宏觀分析北京市、東三省等滑雪市場的各要素，規(guī)劃近期、中期、長遠戰(zhàn)略發(fā)展目標，宏觀上規(guī)范發(fā)展布局。二是完善設(shè)施，保障安全，穩(wěn)定發(fā)展規(guī)模。要完善高級雪道安全保障設(shè)施，要建立高級雪道安全救護應急預案，保障高級雪道的有序安全。要在指導員管理、安全應急預案、救護實施管理、安全員管理等方面進一步規(guī)范，以保障全員，穩(wěn)定滑雪消費群體，穩(wěn)定市場發(fā)展。三是規(guī)范管理，優(yōu)化經(jīng)營，保障發(fā)展質(zhì)量。要規(guī)范雪場管理，制定整體發(fā)展方針，，對雪場采用整體形象包裝，要在質(zhì)量定位、品牌定位上多下功夫，要制定整體營銷策略，優(yōu)化經(jīng)營，要瞄準星級評定和各項產(chǎn)業(yè)規(guī)范標準，有目標的進行市場開發(fā)，保障發(fā)展的整體質(zhì)量。四是拓寬項目，拓寬領(lǐng)域，提升發(fā)展水平。在以滑雪為核心，向滑雪公園、戲雪樂園等娛樂性雪上綜合開發(fā)拓展，要在單一的自由式組織滑雪、娛樂休閑的基礎(chǔ)上，開發(fā)好有規(guī)模、有長遠發(fā)展目標、有組織的滑雪品牌賽事和品牌活動，增強滑雪市場的市場競爭活力，增強滑雪品牌效應。進一步拓寬經(jīng)營領(lǐng)域，把滑雪體育、戲雪娛樂、滑雪文化、冰雪藝術(shù)、滑雪經(jīng)貿(mào)、滑雪研修、冰雪燈展等有機融合，打造滑雪休閑、觀光滑雪等四季旅游勝地等，提升發(fā)展水平。五是加強培訓，改善服務，提高發(fā)展檔次。要加強滑雪指導員培訓，要打破年齡偏高、學歷偏低、技術(shù)來源自學、群體來源滑雪個人愛好者的局面，要引進一批年富力強、學歷高、受過專業(yè)技術(shù)訓練、綜合素質(zhì)全面的教練員。要加強指導員培訓和進修力度。同時，要加強管理人員、服務人員的業(yè)務培訓，提升服務水平，以提高發(fā)展檔次。六是細分市場，準確定位，優(yōu)化發(fā)展模式要對滑雪市場的消費群體、消費標準做好細分和定位，要根據(jù)市場發(fā)展情況，整體把握消費群體的發(fā)展情況，制定不同時期的發(fā)展戰(zhàn)略。在滑雪質(zhì)量、市場定價、經(jīng)營項目、服務水平、接待能力等方面優(yōu)化發(fā)展。要開發(fā)各項比賽，組織滑雪品牌活動，組織滑雪裝備展覽等。
[Abstract]:In this paper, through the methods of literature, expert investigation, questionnaire investigation, field investigation, data statistics and logic analysis, the authors investigated the Nanshan ski resort in Beijing, and investigated the managers, staff, and ski instructors of the Nanshan ski resort in Beijing. Consumers conducted questionnaires, interviews with managers, a one-week field visit to the snowfield, and more than 600 questionnaires. On this basis, the development of infrastructure, management status, ski instructor status, consumer status of Nanshan ski resort are analyzed in detail, and the problems existing in Nanshan ski resort are summarized. The countermeasures for the development of skiing market in Beijing are put forward. First, the overall grasp, macro analysis, planning strategic objectives. On the basis of the existing regulations on the management of ski instructors and safety of skiing in Beijing, the system of development and construction, the standard system of environmental resources and the system of development and operation of skiing events should be established in order to straighten out the management system. From the perspective of Beijing, the north and the whole country, we should analyze the elements of the ski market in Beijing and the three provinces of East China, plan the strategic development goals in the near, medium and long term, and standardize the layout of the development at the macro level. Second, improve facilities, safeguard safety, and stable development scale. It is necessary to improve the safety and security facilities of advanced snowways and establish emergency plans for safe rescue of advanced snowways to ensure the orderly safety of advanced snowways. Further standardization should be made in the aspects of instructor management, safety emergency plan, rescue implementation management, safety management and so on, in order to ensure the whole staff, stabilize the ski consumption group and stabilize the market development. Third, standardize management, optimize management, and ensure the quality of development. It is necessary to standardize the management of the snowfield, formulate the overall development policy, adopt the overall image packaging for the snowfield, make more efforts on quality positioning and brand positioning, formulate the overall marketing strategy, and optimize the operation. We should aim at star evaluation and industry standards, target the development of the market and ensure the overall quality of development. Fourth, expand projects, broaden areas, and improve the level of development. On the basis of skiing as the core, to the comprehensive development of recreational snow, such as ski parks, snow parks, etc., it is necessary to develop scale and long-term development goals on the basis of a single freestyle organization of skiing, recreation and leisure. The organized skiing brand events and brand activities enhance the market competitive vitality of the ski market and enhance the ski brand effect. We will further broaden the scope of our business, integrate skiing sports, snow entertainment, skiing culture, ice and snow art, ski trade and economic cooperation, ski training, ice and snow lantern exhibitions, and create ski leisure, sightseeing, and other four seasons tourist resorts, etc. Raise the level of development. Fifth, strengthen training, improve services, and raise the level of development. To strengthen the training of ski instructors, we must break the situation of high age, low academic qualifications, self-study of technical sources, group origin of individual skiers, and introduce a group of young people with high academic qualifications and professional technical training. A coach of comprehensive quality. We should strengthen the training and training of instructors. At the same time, we should strengthen the business training of managers and service personnel, improve the service level to improve the development level. Sixthly, subdivide the market, locate it accurately, optimize the development mode to the consumption group of the ski market, subdivide and position the consumption standard well, and grasp the development situation of the consumer group as a whole according to the market development situation. Formulate development strategies for different periods. In skiing quality, market pricing, business projects, service level, reception capacity and other aspects of optimization development. Should develop each competition, organize ski brand activity, organize ski equipment exhibition and so on.
【學位授予單位】：首都體育學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G863.1

【引證文獻】

相關(guān)博士學位論文 前1條

1 張貴海;中國滑雪產(chǎn)業(yè)發(fā)展問題研究[D];東北林業(yè)大學;2008年

本文編號：2221578