【作者】 王强；

【导师】 谷忠德；

【作者基本信息】 山东体育学院 ， 运动训练， 2020， 硕士

【摘要】 近些年帆船运动在我国蓬勃发展,大众帆船俱乐部也随之兴盛起来,但与此同时也产生了诸多问题,严重影响了帆船市场的健康发展。青岛市作为我国的帆船之都,其帆船运动的发展在全国具有引领作用。目前,青岛市大众帆船俱乐部迎来了前所未有的发展机遇,但是当下对于大众帆船俱乐部的相关研究极其缺乏,俱乐部的经营发展策略迫切需要专业的指导,同时为彰显青岛时尚、现代化的国际性大都市风貌,并落实中共青岛市委市政府的重要部署,对于青岛市大众帆船俱乐部发展的这一研究就显得尤为必要。本文按提出问题,分析问题,解决问题的思路对青岛市大众帆船俱乐部进行研究。首先提出青岛市大众帆船俱乐部发展方向的问题,然后在已有数据、资料的基础上,通过专家访谈、问卷调查、数理分析等方法,对青岛市大众帆船俱乐部进行SWOT定性分析,之后应用AHP定量分析法,构建层次结构模型,计算出各个影响要素的权重,量化说明这些要素的重要性,最后根据总体特征强度和关键要素特征强度的战略态势判断得出最适合帆船俱乐部发展的战略。本文主要结论如下:1、青岛市大众帆船俱乐部发展的内部优势为帆船俱乐部不断新增且经营效益良好,经营模式和经营者年龄结构较好;劣势主要表现为教练员综合素质偏低,俱乐部配套设施不齐全,宣传方式落后,部门结构设置不明确。2、青岛市大众帆船俱乐部发展的外部机遇为国家和地方的扶持,坚实的经济基础,优越的旅游资源,大数据时代促进帆船市场的精准发展,适宜的自然环境因素以及良好的赛事环境;外部挑战为政策执行不到位,供应商和消费者的议价能力强,消费群体范围小,消费者流动性大,替代品的威胁。3、影响青岛市大众帆船俱乐部发展的关键要素特征强度依次为:坚实的经济基础,帆船运动自身所具有的价值,教练员综合素质偏低,替代品的威胁。SOWT的总体特征强度依次为:机遇,优势,劣势,挑战。4、青岛市大众帆船俱乐部发展的总体战略应该首选SO战略。建议青岛市大众帆船俱乐部:1、抓住关键机遇,明确未来帆船俱乐部的指导思想和发展目标2、以商业赛事为切入点,扩大受众群体,提高影响力3、弥补短板,加强俱乐部专业人才的引进和培训体系的建立4、构建大众帆船旅游生态系统,推动产业融合发展更多还原

【Abstract】 Sailing is in vigorous development of our country in recent years,coming along with the thriving emerged the public sailing club.However at the same time many problems come out and seriously affect the healthy development of the Qingdao sailing market.As the Capital City of Sailing,Qingdao is leading the development of sailing across the country.The public sailing clubs now have development chances than ever,but without enough scientific research,the business development strategy of those clubs cannot be correctly instructed and guided.At the same time,the research on Qingdao public sailing clubs is also significantly important for the city’s fashionable and modern international image and implement of Qingdao Government’s essential deployment.This article does research by proposing,analyzing,and solving the problems.Firstly propose the question that the development direction of Qingdao public sailing clubs,then conduct SWOT qualitative analysis,then construct a hierarchical model,calculate the weight of each influencing element,and quantify the importance of these elements via AHP quantitative analysis,finally find out the best development strategy for sailing clubs according to the overall characteristic strength and the key element characteristic strength of the strategic situation.The main conclusions are as follows:1、The internal advantage of the development of Qingdao public sailing club is that the sailing club increases continuously and has good operating efficiency,and its operating mode and age structure are good.The main disadvantages are that the club lacks of complete supporting facilities,the department structure is not clear,the comprehensive quality of coaches is not qualified enough,and the way of publicity is not advanced.2、The external opportunities for the development of Qingdao public sailing club are national and local support,solid economic foundation,and superior tourism resources,the accurate development of the sailing market promoted by the era of bigdata,the appropriate natural environment and good competition environment.External challenges include insufficient policy implementation,strong bargaining power of suppliers and consumers,small scope of consumer groups,large liquidity of consumers,and threat of substitutes.3、The key factors influencing the development of Qingdao public sailing club are: solid economic foundation,the value of sailing itself,the low comprehensive quality of coaches and the threat of substitutes.SWOT overall characteristic intensity is in order of opportunity,advantage,disadvantage,challenge.4、SO strategy should be the first choice for the development of Qingdao public sailing club.Suggestions to Qingdao public sailing clubs:1、Seize the key opportunities and define the guiding ideology and development goals of the sailing club in the future 2、Use commercial events as the cut point,expand the audience,improve the influence 3、Make up for the shortcomings,strengthen the introduction of professional talents and the establishment of training system 4、Build a popular sailing tourism ecosystem and promote the integrated development of the industry.更多还原