摘要随着人民物质生活水平的不断提高，也在寻求生活质量的提高，开始转向精神生活方面。同时在激烈的社会竞争下，人们的生活压力也越来越大，寻求身心的放松和对自然的渴望吸引着人们走向自然，走向户外。在本文中，通过对镇江市区的户外运动俱乐部走访和对户外俱乐部会员的社会形态和结构进行整理分析，研究镇江户外运动俱乐部组织管理、市场运营状况等方面，运用调查数理统计法、问卷法、文献资料法、逻辑分析法等研究方法，选择10家在镇江市市区的户外运动俱乐部为调查对象进行研究。通过调查分析显示：俱乐部的规模较小，俱乐部以松散型的个人组织居多，发展状况不太乐观；缺乏相应的组织机构和完善的法律法规，组织者对户外俱乐部资质认证缺乏了解，镇江市户外俱乐部通过认证的不多；俱乐部缺少专业的管理人员和技术人员；缺少专业的领队和救援人员；俱乐部的活动项目少，形式单一。通过对俱乐部发展影响因素进行研究分析，得出：86440

（1）政府对镇江市户外运动俱乐部的管理权属划分不明确，弱化了相关部门的管理和监督力度。没有建立与市场对应的法律法规，缺乏市场准入机制和安全救援保障体系。

（2）目前镇江市大部分的俱乐部没有获得主管部门的认证，注册登记较为混乱，专业持证领队和专业技术人才配备数量不足，注册资本少，以中小规模为主。

（3）镇江市户外运动俱乐部参与的人群中男性偏多，年龄主要以18-45岁之间的青壮年，多为学历高、经济条件好，同时越来越多老年群体参与户外运动。

（4）镇江市户外运动俱乐部宣传推广方式较为单一，主要通过网络宣传和熟人介绍的方式。

（5）镇江市户外运动俱乐部没有建立救援保障体系，会员掌握的户外运动知识技能较为薄弱，培训体系不健全。

（6）镇江市户外运动俱乐部的户外运动产品数量较少，产品结构不完善，经营模式单一。

毕业论文关键词：镇江市户外;户外运动;户外体育俱乐部;发展对策。

Zhenjiang Situation and Countermeasures outdoor sports club development

Abstract With the continuous improvement of people's living standards, but also seek to improve the quality of life, turning to spiritual life。 At the same time in a highly competitive society, people's life pressure is also growing, and the desire to seek relaxation of mind and body naturally attracts people to nature, to the outdoors。 In this paper, through Zhenjiang outdoor sports club visits and social morphology and structure of outdoor club members organize analysis, research Zhenjiang outdoor sports club organization and management, market operating conditions, etc。, using the number of survey statistics, questionnaires , literature, logic analysis and other research methods, select 10 in Zhenjiang City, outdoor sports club in downtown studied for the survey。 Through investigation and analysis show: The smaller the size of the club, the club to loose majority of inpidual organizations, the development situation is not optimistic; the lack of appropriate organization and improve laws and regulations, the organizers of the outdoor club qualification a lack of understanding, Zhenjiang outdoor certified small club; the club's lack of professional management and technical personnel; lack of professional leader and rescue personnel; small club activities, form a single。 Through the club development impact factors analysis yields:

(1) government ownership pision of Zhenjiang City, outdoor sports club is not clear, weakening the management and supervision of relevant departments。 Not established and the market corresponding laws and regulations, lack of market access mechanism and safety rescue security system。 镇江市户外运动俱乐部发展现状及对策研究:http://www.youerw.com/tiyu/lunwen_105724.html