商业性羽毛球俱乐部发展困境与对策研究  

On the Development Dilemma and Countermeasures of Commercial Badminton Clubs

作　　者：朱达 万文博[2] Zhu Da;Wan Wenbo(Suzhou City University,Suzhou,Jiangsu 215000,China;School of Physical Education,Soochow University,Suzhou Jiangsu 215021,China)

机构地区：[1]苏州城市学院,江苏苏州215000 [2]苏州大学体育学院,江苏苏州215021

出　　处：《武术研究》2021年第8期151-152,156,共3页Wushu Studies

基　　金：江苏省学生体质健康促进中心课题项目,编号:2019B013。

摘　　要：文章运用文献研究法、数理统计法、专家访谈法等研究方法,以苏州市具有代表性的12家商业性羽毛球俱乐部经营管理现状与发展策略为研究对象,对商业性羽毛球俱乐部的经营管理现状进行深入剖析并提出发展对策。建议结合互联网+来优化俱乐部产品营销策略,打破传统俱乐部管理方式,拓宽俱乐部资金来源,提高俱乐部的运行效率与知名度,早日实现俱乐部组织结构的"扁平化"管理。同时建立完善的教练员培养机制,可以通过与拥有羽毛球场馆的中小学或高校合作,扩大俱乐部的经营范围,树立品牌效应。By using the methods of literature research,mathematical statistics,expert interviews and so on,taking 12 representative commercial Badminton Clubs in Suzhou as the research object,this paper makes an in-depth analysis of the business management status of commercial badminton clubs and puts forward some development countermeasures.It is suggested that we should combine the Internet to optimize the marketing strategy of club products,break the traditional club management mode,broaden the source of club funds,improve the operation efficiency and popularity of the club,and realize the"flat"management of the club's organizational structure as soon as possible.At the same time,to establish a perfect coach training mechanism,we can expand the business scope of the club and establish the brand effect by cooperating with primary and secondary schools or universities with badminton venues.

关 键 词：羽毛球 商业性俱乐部 困境与策略 

分 类 号：G847[文化科学—体育训练]