羽毛球论文：北京市羽毛球培训网络营销现状的调查与研究

【中文摘要】随着我国互联网产业的蓬勃发展,各行各业无不与互联网紧密的联系在了一起;截止到20xx年x月,我国的网民数量已经突破4.2亿人,手机网民的数量也突破了2.77亿人,互联网的普及率更是攀升至31.8%。在此基础上,体育运动营销也瞄准了这一领域,开始广泛与互联网对接,尤其是体育赛事的网络营销更是有了铺天盖地的发展,各大网站纷纷设立体育专版进行体育营销,并借助体育赛事提高自身价值。羽毛球运动作为北京市最时尚运动之一,越来越多的羽毛球爱好者通过网络参与羽毛球运动、寻求羽毛球运动相关信息;羽毛球培训服务顺应发展需求,培训服务营销迅速在互联网上兴起,搜索引擎、社区论坛、培训网站等纷纷涌现出羽毛球培训服务的广告,由此可见,羽毛球培训服务的网络营销已经得到了广大网民的认可并迅速发展开来。本论文以网络营销理论作为基础,采用文献资料、逻辑分析法、专家访谈法、问卷调查法、数理统计法并结合互联网特点优势和羽毛球培训服务商品的特殊性,对羽毛球培训服务网络营销的特点进行分析研究,并通过对当前北京市羽毛球培训服务提供商的网络营销模式、手段、工具的调查研究,分析羽毛球培训服务网络营销的优势和存在的不足,以此提出相应的对策建议。通过调查研究表明:羽毛球培训服务网络营销模式丰富、工具繁多,有网络广告、社区论坛、搜索竞价排名、自建网站、博客营销、电子邮件营销、团购营销等等,但是营销水平偏低,营销内容粗陋并存在大量抄袭现象甚至存

在很多虚假信息,营销缺乏创新思想大都相互模仿,缺乏专业的网络营销人才,没有充分发挥羽毛球培训服务自身特点和互联网优势。根据调查研究结果,本文提出了如下建议:(1)营销人员应加强网络营销知识的学习。(2)提高职业素质增强职业道德。(3)积极创新,走独立特色的路线,避免相互模仿大众化。(4)羽毛球专业营销人员应加强与网络技术人才的交流合作,做到优势互补。(5)将网络营销与传统营销相结合,最大化的发挥网络营销作用。

【英文摘要】All of the industries are closely linked

together with internet business at the background of vigorous development of China’s Internet industry. At the end of June 20xx, the number of netizen in China has exceeded 420 million and the number of mobile Internet users has also exceeded 277 million. Internet penetration rate is increased to 31.8%.In this case, sports marketing is also targeting at this area and has began extensive docking with the Internet. Especially the network marketing of sports events has been overwhelming

developed. A lot of websites have set up special edition for sports marketing and with sports events to improve the value of themselves.Badminton is one of Beijing’s most fashionable sports. Today more and more badminton enthusiasts involved in badminton sport and seek information about badminton through the network. Badminton training services conform to the

requirement of the development and Marketing Training Services has emerged in network. Advertisement of badminton at on training services appear one after another. Search engine, CommunityForums, Training Sites and so on. This shows that badminton training services marketing has been recognized by the majority of internet users and developing very rapidly. Network marketing theory is the basis of this paper. In this paper we use many methods to study, such as literature search, logical analysis, expert interviews, questionnaire survey and mathematical statistics. We combine the advantages of Internet and the special nature of the badminton training services to analysis the characteristics of badminton training services network marketing. We also analysis advantages and

disadvantages of badminton training services network marketing and put forward relevant suggestions through researched the models, measures and tools of the current Beijing badminton training service provider’s network marketing.Through

investigation and research it shows that models and tools of badminton training network marketing are rich, such as online advertising, community forums, PPC(Pay-Per-Click) search, self-built website, blog marketing, email marketing, group purchase marketing and so on. But the level of the marketing

is low, the contents of the marketing is clumsiness, existing lots of copying phenomena and false information, lack of innovative ideas and mostly imitate each other, lack of

professionals of network marketing and the exertion of the badminton training services own characteristics and advantages of the internet is inadequately.According to the survey results, we propose the following recommendations: (1) marketing staffs should study knowledge of the network marketing. (2) improve the professional quality and ethics. (3) innovative actively, take the independent path, to avoid mutual imitation of

popularity. (4) badminton professional marketing staff should strengthen cooperation with computer technical person to complement each other. (5) combine network marketing with traditional marketing to maximize the advantage of the network marketing .

【关键词】羽毛球 培训 网络营销

【英文关键词】Badminton Training Network

Marketing

【目录】北京市羽毛球培训网络营销现状的调查与研究

摘要5-6

据8-9

9Abstract6-71、前言8-15中文1.1 选题依1.2 研究目的、意义91.4 文献综述9-151.3 研究任务1.4.1 对羽毛球产业开发的研究

10-121.4.3 对羽毛球培训的研究121.4.4 对网络营销的研究现状12-14

究14-15

15-16

16

16-17

171.4.5 对体育运动网络营销的现状与研2.1 研究对象2、研究对象和研究任务15-172.2 研究方法16-172.2.1 文献资料法2.2.2 访谈法162.2.3 问卷调查法2.2.5 数理统计法3.1 羽毛球培训网络营销2.2.4 逻辑分析法173 研究结果与讨论17-53

的内涵与基本模式17-20

17-18

18-20

20-263.1.1 羽毛球培训网络营销的内涵3.1.2 羽毛球培训网络营销的基本模式3.2 网络营销与羽毛球培训的特点分析3.2.1 网络营销的特点与优势20-21

3.2.1.2 互通性203.2.1.1 公平竞争性20

20

20-21

213.2.1.3 时空性3.2.1.4 针对性203.2.1.5 经济便捷性3.2.1.7 综合性3.2.2.1 消费过程

3.2.2.3 产品3.2.1.6 多媒体大容量性213.2.2 羽毛球培训的特点21-233.2.2.2 无法感知性22

3.2.2.4 生产与消费同步性的不可控性22的社会性22

22-233.2.2.5 所有权缺失性233.2.3 羽毛球培训及其网络营销的SWOT 分析23-26

其网络营销的优势23-24

销的弱势24-253.2.3.1 北京市羽毛球培训及3.2.3.2 北京市羽毛球培训网络营3.2.3.3 北京市羽毛球培训网络营销的机遇

26

26-44

26-29

29-393.3 北京市羽毛球培训网络营销现状与营销策略分析3.3.1 北京市羽毛球培训机构与个人现状3.3.2 北京市羽毛球培训网络营销的模式3.3.2.1 网络广告模式29-31

3.3.2.3 社区平台模式

3.3.2.5 电子邮

3.3.3 3.3.2.2 搜索竞价排名模式31-3333-343.3.2.4 博客营销模式34-35件营销模式35-373.3.2.6 团购营销模式37-39

北京市羽毛球培训网络营销的工具与方法39-41

训网站39-40

40

413.3.3.2 网络广告403.3.3.1 培3.3.3.3 电子邮件3.3.3.4 搜索引擎40-413.3.3.6 博客413.3.3.5 即时通信工具3.3.4 北京市羽毛球培训网络营

3.3.4.2 价销的策略41-44

格策略43-44

44

44-463.3.4.1 产品策略42-433.3.4.3 促销策略443.3.4.4 渠道策略3.4 北京市羽毛球培训网络营销存在的问题与成因分析3.5 网络营销受众群体认知调查46-53

4.1 结论53-54

致谢59-604 结论与建议53-554.2 建议54-55附件一60-61主要参考文献55-59

附件二61-63附件三63

 

第二篇：济南论文：济南市高校大学生课外体育活动现状的调查研究

济南论文：济南市高校大学生课外体育活动现状的调查研究

【中文摘要】当代大学生作为社会人群中最有活力的一部分,是促进社会发展的精英和中坚力量。关注和重视当代大学生以健康为核心的综合素质的可持续发展,是高校体育工作者义不容辞的责任。大学生课外体育活动是校园体育文化的重要形式之一,是促进学生身心健康的主要途径。济南市高校课外体育活动的开展状况如何,特别是十一届全运会后,济南市普通高校大学生的体育观念是否有所变化,课外体育活动的开展是否有所改善等,这些问题都有一定研究价值和教育意义。本文在已有研究的基础上,通过文献资料法、问卷调查法、数理统计法、访谈调查法等研究方法,对山东省济南市10所普通高校大学生的课外体育活动参加状况进行调查,从学生身体健康状况、参与课外体育活动的意识、动机、组织形式等多方面进行了分析研究并提出建议,得出以下主要结论:1.在十一届全运会影响下,济南市大学生对体育的认识有较大进步。越来越多的学生开始认识到体育锻炼的重要性,并积极投身课外体育活动中,但在参与时间、频率及强度上仍有较大提升空间。2.大学生参加体育活动的运动动机种类繁多,内容丰富,呈现明显的多样化趋势,位列前三位的分别是增强体质、运动娱乐及社会交往。3.济南市大学生参加课外体育活动的影响因素是多方面的。自身因素主要体现在学生个人兴趣及锻炼习惯,外部因素主要是运动设施及学校体育氛围。4.在课外体育活动项选择上,大学生多喜欢传统活动项目,如球类、散步。男女生差异明显。另一方面,受全

运会影响,部分体育运动项目开始进入学生的视野,如射击、手球。5.济南市高校课外体育活动管理以早操和班级、院级比赛为主,大部分学校建立了体育俱乐部和协会。6.济南市大学生在课外体育活动场所的选择上有较大的集中性,高校体育场馆是学生参与课外体育活动的首要选择。7.济南市部分高校体育场馆设施及管理普遍达不到大学生的期望和要求。

【英文摘要】As the most dynamic of social group,college students are the elite and workforce to promote social

development.Attention of contemporary college students to health as the core of the comprehensive quality of sustainable development,is the universities sports bounden

duty.Extracurricular sports activities in school physical education is an important part of Campus sports culture,which is the main way to promote the students’ healthy. What is status of the Jinan universityextracurricular sports

activities,especially after successful hosting 11th national games in 20xx,jinan ordinary university student’s sports does the concept of variation,universities develop extracurricular sports activities whether improved etc,these problems have a certain value for study and education.In this paper,on the basis of existing researches, using the methods of documentary, questionnaire and mathematical statistics, the interview

survey of research methods,to jinan in shandong province. 10 colleges students extracurricular sports activities is

involved in state undertakes investigating.From student’s physical health, take part in extracurricular sports

activities in consciousness, motivation and organizational form and so on has carried on the analysis and research.The study results are as follows:1.Under the influence of the 11th national games,Jinan university student to the understanding of sports have greater progress,more and more students can activly take part in extracurricular sports activities.But frequency and intensity exist certain disparity with national requirements.2.College students to participate in sports

activities in the sport motivation varieties, rich in content. The obvious diversity trend among the top three respectively, is to enhance their physique, sport and entertainment and social intercourse.3.Jinan university students to take part in extracurricular sports activities in the influencing factors is multifaceted.Its own factors mainly reflects in students’ individual interest and exercise habits, external factors is sports facilities and school sports atmosphere.4.In

extracurricular sports activities project,students choose to traditional activities, such as ball,mainly walk.Gender

differences are significant, the boy choose more integral, confrontational, competitive projects,while girls prefer body building projects, such as aerobics, jogging. 5.Jinan university extracurricular sports activities in morning

exercises and class, management of hospital most schools mainly level game, established sports clubs and associations.6.Jinan university students in extracurricular sports activities on the choice of places have greater centralization, college sports venues are students take part in extracurricular sports activities in the primary choice.7.Jinan university sports facilities and part of college students generally cannot reach management expectations and requirements.

【关键词】济南 大学生 课外体育活动 十一届全运会

【英文关键词】Jinan College students

Extracurricular sports activities 11th national game

【目录】济南市高校大学生课外体育活动现状的调查研究

要5-6

8-9

9ABSTRACT6-71 前言8-16摘1.1 选题依据1.2 研究目的、意义91.2.2 研究意义91.2.1 研究目的1.4 文献

1.4.2 我国1.3 研究任务9综述9-161.4.1 课外体育活动概述10-11

有关体育的主要法规制度11-14

14-151.4.3 国外研究现状2 研究对象与方法1.4.4 国内研究现状15-16

16-17

18-20

18-19

19-202.2 研究方法2.1.2 样本的基本情况17-182.2.1 文献资料法182.2.3 数理统计法193. 研究结果与讨论20-432.2.2 问卷调查法2.2.4 访谈调查法3.1 济南市大学生健康状况及课外体育活动意识20-25

状况20-21

21-25

25-32

25-27

27-29

29-32

32-34

33

33-343.1.1 济南市大学生健康3.1.2 济南市大学生课外体育活动意识3.2 济南市大学生参加课外体育活动的现状3.2.1 学生参加课外体育活动的动机分析3.2.2 学生参加课外体育活动的组织形式分析3.2.3 学生参加课外体育活动的项目分析3.3 济南市大学生参加课外体育活动的程度3.3.1 学生课外体育活动参与频度分析3.3.2 学生课外体育活动参与时间分析3.3.3 学生课外体育活动参与强度分析343.4 影响济南市大学生参加课外体育活动的因素34-40

响学生参加课外体育活动内外因素分析34-353.4.1 影3.4.2 影响学生参加课外体育活动场所因素分析35-36

馆状况对课外体育活动影响分析36-40

济南市大学生参加课外体育活动的影响

全运会简介40-41

41-433.4.3 高校体育场3.5 十一届全运会对40-433.5.1 十一届3.5.2 济南大学生对全运会的了解情况4.1 结论4. 结论与建议43-45

48-49附件 149-58附件 258