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为了解西安市户外运动俱乐部运营特点。采用问卷调查、访谈等对西安市40余家户外运动俱乐部进行调查分析。结果发现,捆绑运营为主的俱乐部占53%,特色运营为主的俱乐部占26%,单一运营为主的俱乐部占21%。俱乐部营销主要集中在媒体宣传、发展会员、建立网站、联盟共享、赛事组织等方面。结论:俱乐部在运营中一定程度上存在目标市场不明确、管理不规范、恶性竞争等问题。建议应充分发挥地域资源,突出特色,拓宽营销渠道,进行多元化经营。
To understand Xi’an outdoor sports club operating characteristics. Surveys and analyzes of more than 40 outdoor sports clubs in Xi’an by questionnaires and interviews. The results showed that 53% of the clubs operate mainly in bundling, 26% in clubs with special operations, and 21% in single-operation clubs. Club marketing is mainly focused on media promotion, development of membership, the establishment of websites, alliance sharing, event organization and so on. Conclusion: In the operation of the club to some extent, the target market is not clear, management is not standardized, vicious competition and other issues. Suggestions should give full play to geographical resources, highlighting the characteristics, broaden the marketing channels, diversification.