【摘要】 随着国民经济的快速发展,人们自身对健康意识不断的增强,出现了一大批冰球运动的消费人群,带动了冰球相关行业的发展。同时政府部门大力提倡全民健身活动的开展,也直接促进了冰球行业在中国的蓬勃发展。但不同规模和层次的冰球俱乐部发展呈现出不平衡状态,而营销是经营性冰球俱乐部运营的关键,其水平高低直接影响冰球行业的市场前景。通过对经营性冰球俱乐部现状的调查,指出监督机制不完善,经营机制不健全,缺乏管理人才,注重眼前利益,忽略营销的重要性,照搬国外俱乐部发展模式,缺乏创新意识,缺少高素质、高水平的教练员等有待解决的问题,提出加大职能部门监管机制,加强市场导向,调整人才结构,完善营销策略,发展创新理念,规划长远战略,完善教练员队伍等对策,旨在推动黑龙江省经营性冰球俱乐部更加蓬勃、有序发展,为冰球俱乐部的开发与拓展提供参考。更多还原

【Abstract】 With the rapid development of national economy and people’s growing health awareness, a large number of ice hockey sports consumer groups are springing up and bring up the development of related ice hockey industries. Meanwhile, the governmental departments has directly promoted the development of ice hockey industry in China by vigorously promoting the development of the national fitness activities. But the ice hockey clubs at different scale and level show unbalanced development, and the marketing level as the operational key of marketable ice hockey clubs will directly impact on the market prospect of the ice hockey industry. Through investigating the current situation of marketable ice hockey clubs, the paper indicates some unsolved problems such as the imperfect supervision mechanism and operating mechanism, the deficient management personnel, the trend to immediate interests, the neglected importance of marketing, the simple copy of foreign club development model, the poor consciousness of innovation, the scanty coaches with high-quality and high-level. It suggests some countermeasures as follows: enhancing the regulatory mechanism of functional departments, strengthening the market orientation, adjusting the human resource structure, improving the coach team. The purpose is to provide a reference for more vigorously and more orderly developing the marketable ice hockey clubs in Heilongjiang province.更多还原