合肥市羽毛球俱乐部经营状况的研究

Research on Operating Conditions of Hefei Badminton Club

摘要: 本文运用文献资料法、访谈法、问卷调查法、实地考察法、数理统计法对合肥市羽毛球俱乐部的管理人员、会员的基本情况进行了调查，对目前合肥市羽毛球俱乐部的经营状况进行了剖析。研究发现：1) 合肥市羽毛球俱乐部的运营模式主要是个体户经营，尚未形成相应的连锁经营模式。俱乐部主要通过会员制来进行管理，运作规模以中小型为主。2) 合肥市羽毛球俱乐部会员以中年人、青年人为主，他们接受过较高的文化教育，有相对稳定的工作，收入也较为可观；俱乐部会员男、女比例存在明显差别；会员对于俱乐部收费认为偏高。会员参加羽毛球的动机也各不相同，呈现多样化分布。3) 合肥市羽毛球俱乐部在经营管理中主要存在两方面的问题。一方面是经营问题：合肥市羽毛球市场的开发不够、市场活力没有充分迸发；经营模式也相对落后；俱乐部连锁程度低。另一方面是俱乐部品牌意识薄弱；缺乏完整的服务体系等。4) 在对合肥市羽毛球俱乐部经营现状以及问题深度剖析的基础上，提出了优化俱乐部管理的多种方式：应加快羽毛球俱乐部连锁经营，增强品牌效应；增强凝聚力，提高服务意识；改变俱乐部的宣传营销方式等。

Abstract: This study used the methods of literature, interview, questionnaire, field investigation and mathematical statistics to investigate the basic situation of the management personnel and members of Hefei Badminton Club and analyze the current operating conditions of Hefei Badminton Club. The research findings are as follows: 1) The operation mode of Hefei Badminton Club is mainly individual operation, and the corresponding chain operation mode has not been formed. The club is mainly managed through membership system, and the operation scale is mainly small and medium-sized. 2) The members of Hefei Badminton Club are mainly middle-aged and young people, who have received relatively high education, have relatively stable jobs and considerable income; the ratio of male and female club members is obviously different. Members think the club charges too much. The motivation of members to participate in badminton is also different, showing a diverse distribution. 3) There are two main problems in the operation and management of Hefei Badminton Club. On the one hand, there are management problems: the development of Hefei badminton market is not enough, the market vitality is not fully burst out; the business model is relatively backward; the degree of club chain is low. On the other hand, the brand awareness of the club is weak; it lacks of a complete service system. 4) On the basis of in-depth analysis of the current operation situation and problems of Hefei Badminton Club, several ways to optimize club management are proposed: to speed up the chain operation of badminton club and enhance the brand effect; enhance cohesion and improve service awareness; change the club’s publicity and marketing methods.