北京體育大學(xué)武術(shù)市場開發(fā)的現(xiàn)狀與發(fā)展研究.pdf

1、北京體育大學(xué)碩士學(xué)位論文北京體育大學(xué)武術(shù)市場開發(fā)的現(xiàn)狀與發(fā)展研究姓名：岳慶利申請學(xué)位級別：碩士專業(yè)：民族傳統(tǒng)體育學(xué)指導(dǎo)教師：朱瑞琪20040201岳慶利碩士學(xué)位論文3岳慶利碩士學(xué)位論文北京體育大學(xué)武術(shù)市場開發(fā)的現(xiàn)狀與發(fā)展研究碩士生岳慶利指導(dǎo)老師朱瑞琪摘要通過對北京體育大學(xué)武術(shù)市場開發(fā)及武術(shù)資源利用現(xiàn)狀的調(diào)查訪談與分析結(jié)果顯示1北體大員工對北體大武術(shù)市場開發(fā)的總體現(xiàn)狀包括資源配置情況各級人員的能動性的發(fā)揮市場營銷狀況等不太滿意但對北體大武

2、術(shù)品牌的提出樣本給予了積極的肯定2北體大在武術(shù)市場開發(fā)方面還沒有清晰的定位許多市場服務(wù)項目與產(chǎn)品如各學(xué)制的發(fā)展規(guī)模面向國內(nèi)外的技術(shù)培訓(xùn)與武術(shù)學(xué)校的合作辦學(xué)及武術(shù)圖書的出版發(fā)行等處于自發(fā)的發(fā)展狀態(tài)沒有形成與北體大資源及人們的心理預(yù)期相稱的市場效益具有較大的市場開發(fā)潛力尤其是在健身娛樂市場與武術(shù)教育市場前景廣闊武術(shù)專業(yè)老師與學(xué)生的個人市場行為特點給了我們對兩大市場的有益啟示3對制約北體大武術(shù)市場開發(fā)的因素人們認為首先人的因素是第一位的而且人

3、的因素中人們認為中層領(lǐng)導(dǎo)的作用是市場開發(fā)好壞的最重要因素其次是制度因素硬件與資金因素被放在了第三位這與現(xiàn)實中硬件與資金因素的制約作用被無限夸大形成明顯不同4武術(shù)學(xué)院應(yīng)該成為北體大武術(shù)市場開發(fā)的主體與實驗場探索包括股份制在內(nèi)的各種有益的辦學(xué)形式把武術(shù)學(xué)院推到改革的前沿根據(jù)現(xiàn)有資源的特點與分布強化其一條龍的辦學(xué)特色是優(yōu)化資源的關(guān)鍵對加強北體大武術(shù)資源的開發(fā)力度拓寬武術(shù)市場開發(fā)渠道實現(xiàn)北體大跨越式發(fā)展目標得出以下結(jié)論與建議1北體大武術(shù)市場開發(fā)

4、前景廣闊市場潛力巨大是北體大加速發(fā)展的新的經(jīng)濟增長點2北體大武術(shù)市場開發(fā)需要轉(zhuǎn)變觀念實施新的發(fā)展戰(zhàn)略優(yōu)化資源配置加大宏觀推進力度形成集團競爭優(yōu)勢勇于改革創(chuàng)新體制提高市場適應(yīng)能力與競爭實力打破硬件設(shè)施及發(fā)展資金的瓶頸制約樹立全新的市場理念包括市場競爭意識武術(shù)品牌意識固本強基意識和市場營銷理念以提升北體大武術(shù)品牌實力AbstractThroughresearchesandtalkstoWushumarketexploitingandthep

5、resentsituationofusingWushuresourcesinBeijingSportUniversity(BSU)itshows:1)ThestuffofBSUisnotverycontenttothepresentsituationofmarketexploitingofBSUincludingexertionsofalllevelspersonnelspositivityandmarketsellingsituati

6、onbutitalsogivesactivelycertaintytotheraiseofBeijingSportUniversityWushuBrand.2)BSUstilldoesnothaveaclearobjectiveintheaspectofWushumarketexploitingmanymarketserviceitemsandproductsincludingeachdevelopmentscaleoflearning

7、systemtechniquetrainingtobothinandoutofchinacooperationwithWushuschoolandtheeditionofWushubooksstillareinspontaneousdevelopmentsituationanddonotformcorrespondingmarketprofitwiththeresourcesofBSUandpeoplespsychologicalexp

8、ectationhavegreatpotentialityinmarketexploiting.SpeciallyinthemarketofbodybuildingentertainmentandinthemarketofWushueducationhavebroadprospects.Theteachersandstudentspersonaleconomicactionsgiveprofitableenlightenmenttoth

9、osetwobigmarkets(marketofbodybuildingentertainmentandmarketofWushueducation).3)ThefactorwhichrestrainWushumarketexploitingpeoplethinkthathumanbeingisthefirstfactorbutinthefactorofhumanbeingpeoplebelievethefunctionofmiddl

10、elevelleaderisthemostimportantfactorinmarketexploiting.Thesecondfactorissystemthefactorofhardwareandfundsareputinthethirdplace.Thismakesanobviousdifferencewiththerestrictivefunctionofhardwareandfundswhichhavebeenexaggera

11、tedlimitlessly.4)WushucollegeissupposedtobethemainpartandexperimentalplaceofWushumarketexploitingofBSU.Exploringallprofitableformationincludingstocksystem.PuttingtheWushuCollegeattheheadofreformation.Accordingtopeculiari

12、tyanddistributionofthepresentresourcesstrengthenthepeculiarityisthekeytoamelioratetheresources.TostrengthenefforttoexploitWushuresourcesinBSUandtobroadenthechannelsofWushumarketexploitingandtealizethedevelopmentobjective

13、ofBSUthereareseveralconclusionsandsuggestions.1)BSUhasbroadprospectsofmarketexploitingandhasgreatmarketpotentialityandisaneweconomicenhancementtoacceleratethedevelopmentofBSU.2)BSUwushumarketexploitingneedtochangetheconc