千淘万漉虽辛苦，吹尽黄沙始到金。经过在DBA的课程学习与实践，2022年10月17日，DBA三期班同学、7天连锁酒店集团/铂涛集团创始人郑南雁迎来了他的最终答辩时刻。郑南雁同学在答辩现场阐述了《探索适合中国的足球青训模式—基于顾客融入视角的研究》，成果丰硕，最终顺利通过答辩。恭喜郑南雁同学，让我们一起回顾他的高光时刻。

企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。郑南雁同学正是在理论与实践的碰撞中，收获了应对新商业文明下新问题与新挑战的能力。“理解 - 判断 -实践 - 引领”的DBA学习之旅，让他在企业家学者项目中历经了新商业文明的一次次洗礼，完成了跨越式的思想“突围”。 

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了郑南雁同学的学术成果。

Shantanu

BHATTACHARYA

Professor of Operation Management,SMU

Rui ZHU

Professor of Marketing,CKGSB

David OCON

Assistant Professor of Arts and Cultural Management,SMU

郑南雁 | 探索适合中国的足球青训模式—基于顾客融入视角的研究

郑南雁同学答辩中

▇ 论文摘要：

中国是体育大国，但中国足球存在后备球员不足、足球文化异化的棘手问题。提升足球青训质量不仅能够提供大量后备球员，还能够塑造健康的足球文化，是解决中国足球当前问题的良好办法。

本文基于顾客融入理论，从中国足球青训的实际出发，在深入分析当前足球青训存在的问题后，提出便捷性、趣味性以及共情能够提高青训学员的顾客融入，选用高校毕业生而非专业运动员做教练，可以强化上述正向关系；外地户籍和私立学校的青训学员身份，也有助于强化上述关系。

本研究在北京、广州、成都和深圳四座城市足球培训机构进行问卷调查，共获得209份有效数据。使用上述调研数据，采用OLS回归分析方法，本文发现便捷性、趣味性以及共情能够提高青训学员的顾客融入，外地户籍和私立学校的青训学员身份有助于强化上述关系，此外，顾客融入在青训特征与青训绩效之间发挥部分中介作用。本研究具有重要的理论和实践意义，不仅丰富了营销学中对于顾客融入的理解，也丰富了组织层面便捷性、趣味性及共情相关的研究；对于青训机构优化培训模式、提升培训质量具有重要的参考价值，对于国家制定足球相关的政策也有借鉴意义。

答辩现场

▇ ABSTRACT：

As a major sport country, China’s football is facing tricky problems of insufficient reserve players and football culture alienation. Improving the quality of youth football training not only can supplement a large number of reserve players, but also shape a sound football culture, which is a good approach to the current problems of China’s football. 

Based on the theory of customer engagement, this dissertation starts from the reality of Chinese youth football training, analyzes the problems existing in current youth football training in depth, and proposes that convenience, interest and empathy can improve the customer engagement of youth trainees. Outland household registration and youth trainee identity at private schools also help strengthen these relationships. 

郑南雁同学在长江DBA课堂上

In this study, a total of 209 sheets of valid data were collected from a questionnaire survey of football training institutions in Beijing, Guangzhou, Chengdu and Shenzhen. Using the above survey data and OLS regression analysis method, this dissertation has found that convenience, fun and empathy can improve customer engagement of youth trainees, and outland household registration and youth trainee identity in private schools help strengthen the above relationship. In addition, customer engagement plays a partial intermediary role between the youth training characteristics and the youth training performance.

This research has important theoretical and practical significance, for it not only enriches the interpretation of customer engagement in marketing, but also adds to the research on convenience, fun and empathy at the organizational level; it is of important reference value for youth training institutions in optimizing training models and improving training quality, and may also provide reference to the nation for formulating football-related policies.

合影

有志者，事竟成。论文答辩圆满结束，作为终身学习者，郑南雁同学将以此为新的起点，带着在长江DBA的收获与习得，继续迎接未来新商业文明的机遇与挑战！