【摘要】：近幾年在國家政策支持和賽事的推動(dòng)下,越來越多的人認(rèn)識(shí)了攀巖運(yùn)動(dòng),也因其具有健身、娛樂、競技觀賞性強(qiáng)等特點(diǎn)吸引了越來越多的人參與到攀巖活動(dòng)中,特別是受到很多青年群體的青睞,成為眾人首選的工作、生活、學(xué)習(xí)的“減壓劑”。隨著參加攀巖運(yùn)動(dòng)群體的日益增加,市場需求的不斷擴(kuò)大,為了滿足大眾消費(fèi)者的需求,近兩年我國攀巖俱樂部的發(fā)展數(shù)量也在不斷增加。但處在發(fā)展初期的攀巖俱樂部還存在各種阻礙其發(fā)展的問題,攀巖俱樂部是否健康可持續(xù)的發(fā)展,關(guān)系到能否更好的推廣普及這項(xiàng)運(yùn)動(dòng),是影響我國攀巖運(yùn)動(dòng)發(fā)展的重要因素之一。本研究采用文獻(xiàn)資料法、訪談法、問卷調(diào)查法、數(shù)理統(tǒng)計(jì)法等研究方法對深圳市攀巖俱樂部進(jìn)行調(diào)查研究,分析目前深圳市攀巖俱樂部現(xiàn)狀及存在的問題,并提出相應(yīng)的建議。研究結(jié)論如下:(1)攀巖運(yùn)動(dòng)是一項(xiàng)新興的體育運(yùn)動(dòng)項(xiàng)目,群眾的認(rèn)知度比較低,市場總體規(guī)模偏小。(2)目前部分攀巖俱樂部沒有獲得有關(guān)部門的資質(zhì)認(rèn)證就進(jìn)行經(jīng)營活動(dòng),體現(xiàn)了政府部門對攀巖場所的運(yùn)營存在監(jiān)管力度不足的問題。(3)攀巖俱樂部內(nèi)部管理方面,經(jīng)營管理者缺乏先進(jìn)的經(jīng)營管理理念。俱樂部因經(jīng)營規(guī)模小,組織機(jī)構(gòu)不完善,無法吸引或留不住專業(yè)人才。(4)攀巖俱樂部市場運(yùn)營方面,存在目標(biāo)市場不明確,服務(wù)產(chǎn)品種類和促銷渠道單一的情況。建議:政府層面(1)加大戶外攀巖運(yùn)動(dòng)知識(shí)的普及和大眾市場的培育(2)增加攀巖運(yùn)動(dòng)基礎(chǔ)設(shè)施的投入建設(shè)(3)加強(qiáng)專業(yè)人才的培養(yǎng),為攀巖運(yùn)動(dòng)的發(fā)展提供人才保障。(4)政府部門加強(qiáng)對攀巖運(yùn)動(dòng)經(jīng)營場所的監(jiān)管力度。俱樂部層面(1)經(jīng)營管理者進(jìn)一步的學(xué)習(xí),轉(zhuǎn)變經(jīng)營管理理念。(2)完善俱樂部組織系統(tǒng)(3)豐富服務(wù)產(chǎn)品種類,提升產(chǎn)品的吸引力。(4)進(jìn)行市場細(xì)分,明確市場定位。(5)校企合作共同培養(yǎng)復(fù)合型專業(yè)人才,完善薪資培訓(xùn)體系,留住專業(yè)人才。(6)針對目標(biāo)市場,優(yōu)化促銷組合策略。
[Abstract]:In recent years, driven by the support of national policies and competitions, more and more people have learned about rock climbing, and have attracted more and more people to participate in rock climbing activities because of their characteristics of fitness, entertainment, competitive appreciation, etc. Especially by many youth groups, become the first choice of work, life, learning "decompression agents." With the increasing number of rock climbing groups and the expansion of market demand, the number of rock climbing clubs in China has been increasing in recent years in order to meet the needs of mass consumers. But at the beginning of the development of rock climbing clubs there are still a variety of obstacles to their development. Whether rock climbing clubs can develop healthily and sustainably has a bearing on whether they can better promote and popularize the sport. Rock climbing is one of the important factors affecting the development of rock climbing in China. In this study, literature, interview, questionnaire, mathematical statistics and other research methods were used to investigate and study rock climbing clubs in Shenzhen. The present situation and problems of rock climbing clubs in Shenzhen were analyzed, and corresponding suggestions were put forward. The conclusions are as follows: (1) Rock climbing is a new sport, and the people have a low level of recognition. The overall scale of the market is relatively small. (2) at present, some rock climbing clubs are operating without the qualification certification of the relevant departments. It reflects that the government has insufficient supervision on the operation of rock climbing sites. (3) the internal management of rock climbing clubs lacks advanced management concepts. Because of its small scale and imperfect organization, the club can not attract or retain professional talents. (4) in the aspect of market operation of rock climbing club, the target market is not clear, the service product type and the promotion channel are single. Suggestions: at the government level (1) to increase the popularization of outdoor rock climbing knowledge and the cultivation of mass market (2) to increase the investment in the construction of rock climbing infrastructure (3) to strengthen the training of professionals, For the development of rock climbing to provide talent protection. (4) the government strengthen the management of rock climbing supervision. The club level (1) the management manager further studies, changes the management idea, (2) consummates the club organization system (3) enriches the service product kind, enhances the product attraction. (4) carries on the market segmentation, (5) colleges and enterprises cooperate to train compound professional talents, perfect salary training system, and retain professional talents. (6) aiming at the target market, optimize the strategy of promotion combination.
【學(xué)位授予單位】：廣西民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G881

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