高校体育场馆社会化服务的价值体系研究

Research on Value System of Socialized Service in Stadiums and Gymnasiums of Colleges and Universities

运用文献资料法、专家访谈法研究高校体育场馆社会化服务实践中的不同主体,并进行分类;分析不同类别主体与高校体育场馆社会化服务的关系和价值,构建高校体育场馆社会化服务的价值体系。在各种价值关系中,高校体育场馆社会化服务与包含学生、校内居民、社区居民在内的消费者之间的价值关系处于核心地位;高校体育场馆社会化服务与提供者(场馆管理者、场馆经营者)之间的价值关系处于扩展地位;高校体育场馆社会化服务与管理者(学校管理层、社区管理者)之间的价值关系处于延伸地位。高校体育场馆社会化服务以在满足高校教学和体育活动需求的基础上将服务范围扩展至周边社区,为周边居民提供体育健身场所和服务为价值取向。产品、分销、促销、价格、人员、有形展示和过程构成高校体育场馆社会化服务的营销组合。要整合高校体育场馆社会化服务的各项工作,从而提升整体效益,并最终实现多方利益诉求。

The value system of socialized service in stadiums and gymnasiums of colleges and universltles was studied by literature review and expert interview. The purpose was to clarify the different subjects in the practice of socialized service in order to construct value system of college socialized service. The core system was the relationship between the customers, students, school residents, and community residents. The relationship between supervisors and proprietor of stadiums and gymnasiums was important. The relationship between socialized service in stadiums and gymnasiums of colleges and universities and administrators, school management and community administrator could be extended and be extended to the communities. Product, distribution, promotion, price, staff, physical evidence and process constituted the operation of the service.