赛事论文：世界斯诺克中国公开赛观众服务质量分析研究.doc

赛事论文：世界斯诺克中国公开赛观众服务质量分析研究【中文摘要】随着体育赛事日益增多,市场竞争日趋激烈,观众对体育赛事服务质量的要求也在逐步提高。在这种情况下,如何更清楚地了解观众的需求、提高赛事服务质量、增加观众满意度,成为赛事运作管理机构必须考虑的问题。本文是采用文献资料法、问卷调查法、专家访谈法、数理统计法等研究方法,以2010年世界斯诺克中国公开赛为研究对象,运用服务质量差距模型等理论对世界斯诺克中国公开赛的服务质量进行分析-找出问题-分析原因-提出建议。研究结果如下:一、世界斯诺克中国公开赛观众服务质量的概念:在世界斯诺克中国公开赛中,发生在观众与赛事组织方、观众与赛事相关方之间以无形的方式在服务设施、服务环境、服务人员、服务管理等方面的接触活动以及赛事组织内部运营所产生的用来满足观众观看比赛需求的一系列行为活动。二、世界斯诺克中国公开赛服务的构成要素分析:构成要素主要包括硬件、软件和活件。硬件包括赛事举办所采用的支持性设施设备(如交通服务、比赛场地);软件包括赛事的运作团队、媒体宣传、赛事的组织管理工作等;活件包括赛事工作人员、志愿者等。各构成要素相辅相成,相互配合,相互促进,共同发挥作用。直接关系到赛事的服务质量。三、在世界斯诺克中国公开赛中,从世界斯诺克中国公开赛服务质量的有形性、保证性、可靠性、响应性、移情性等五方面就行分析。其中差距最大的是可靠性、保证性,差距最小的是有形性、响应性。反映出观众对赛场工作人员态度、设备现代化等方面满意度较高,对停车位不足、工作人员使用外语沟通等方面满意度较低。四、通过分析,得出世界斯诺克中国公开赛赛事服务质量在以下方面存在问题:整体服务意识不够、管理者对观众需求了解不够、对服务人员的培训不到位等。五、应从以下几方面加以改进:树立整体服务质量观念、加强赛事服务人员管理、加强观众期望管理与行为引导、加强赛事服务关键点管理,认真总结原因、吸取教训、对不足之处有针对性的加以改进。【英文摘要】Along with sports event market competition day by day intense, the audience gradually is also enhancing to the sports event grade of service request.In this case, how understood clearly audiences demand, improves the sports event grade of service, increases the audience degree of satisfaction, becomes question which the sports event operation management structure must consider.This article is uses literature research techniques and so on material law, questionnaire survey procedure, expert interview law, mathematical method of average, take 2010 world World Snooker China Open as the object of study, using theories and so on grade of service disparity model carries on the analysis to the sports event grade of service-Discovers the question-Analysis reason-Puts forward the proposal.The findings are as follows:First, The sports event audience service quality concept: In the sports event, occurs in the audience and the sports event organizes the side, the audience and between the sports event correlation side by the invisible way in aspect and so on servicing facility, service environment, service personnel, service management contact as well as the sports event organizes to use for to satisfy the audience which internal operation produces to watch the competition demand a series of behavior activity. Second, World Snooker China Open service integrant part analysis:The integrant part mainly includes the hardware, the software and works.The hardware conducts the supporting facility equipment including the sports event which uses (for example transportation service, competition location); Software including sports event operation team, media propaganda, sports event organization supervisory work and so on; Works including the sports event staff, the volunteer and so on.Each integrant part complements one another, coordinates mutually, promotes mutually, plays the role together.Relates the sports event directly the grade of service.Third, Using the grade of service disparity model, from sports event grade of service visible, the guarantee, the reliability, responsiveness, moves disposition and so on five aspects on a line of analysis.Disparity biggest is the reliability, the guarantee, the disparity smallest is visible, responsiveness.Reflected the audience to athletic field aspect degrees of satisfaction and so on staff manner, equipment modernization is high, for the parking spot insufficiency, the staff uses aspect degrees of satisfaction and so on foreign language communication to be low. Fourth, Through the analysis, obtains World Snooker China Open sports event grade of service to have the problem in the below aspect: Whole service consciousness insufficient, the superintendent to the audience demand understood insufficient, does not arrive to service personnels training and so on.Fifth, Should improve from following several aspects: The setting up whole grade of service idea, the enhancement sports event service personnel manages, strengthens the audience to expect the management and the behavior guidance, the enhancement sports event service key point management, summarizes the reason, the absorption lesson, has pointed to the deficiency earnestly improves.【关键词】赛事 服务质量 存在问题 措施【英文关键词】Event Service quality Existence question Measure【目录】世界斯诺克中国公开赛观众服务质量分析研究中文摘要5-6ABSTRACT6-71 前言8-161.1 选题的依据8-91.2 研究目的与任务91.2.1 研究目的91.2.2 研究任务91.3 相关研究文献综述9-161.3.1 服务、服务质量的相关综述9-111.3.2 服务质量的相关研究进展11-121.3.3 体育赛事服务质量的相关研究12-141.3.4 斯诺克及斯诺克赛事在中国的发展14-162. 研究对象与研究方法16-192.1 研究对象162.2 研究方法16-192.2.1 文献资料法162.2.2 专家访谈法16-172.2.3 问卷调查法17-182.2.4 实证研究法182.2.5 数理统计法18-193 研究结果与讨论19-373.1 本研究的理论基础19-213.1.1 服务营销理论193.1.2 服务质量差距模型19-213.1.3 服务质量管理理论213.2 对世界斯诺克中国公开赛观众服务质量概念的界定21-223.2.1 世界斯诺克中国公开赛观众服务质量的概念21-223.3 世界斯诺克中国公开赛构成要素分析22-273.3.1 世界斯诺克中国公开赛硬件分析22-233.3.2 世界斯诺克中国公开赛软件分析23-263.3.3 世界斯诺克中国公开赛活件分析26-273.4 世界斯诺克中国公开赛的现状27-303.4.1 世界斯诺克中国公开赛赛事观众特征分析27-283.4.2 数据整理28-303.5 世界斯诺克中国公开赛服务质量分析30-343.5.1 关于世界斯诺克中国公开赛服务质量有形性差距分析30-313.5.2 关于世界斯诺克中国公开赛服务质量可靠性差距分