近年來中國經濟及體育產業的快速發展，人們的生活水準和健康意識不斷提高，人們的體育消費水準得到進一步提高。籃球運動因其自身所具有的健身性與趣味性等特點，一直是普及度高並深受廣大群眾喜愛的熱門專案之一。溫州市的青少年籃球培訓市場也受到廣大學生和家長的青睞，隨著政策的推陳出新，以及經濟和文化的不斷發展也使溫州市青少年籃球培訓市場需要適應新的環境。無論是全民健身的提倡，還是中考體育改革，或是中國籃球協會對於“小籃球”的推廣以及對籃球教練員培訓的重視，都需要此類籃球培訓機構進行合理規劃以促進其長久發展。本研究以溫州市一家代表性青少年籃球俱樂部進行個案分析，研究採用SWOT-PEST探討該俱樂部在經營管理策略，結果發現政治支援、經濟條件、社會文化和技術進步對其有顯著影響。建議政府加強資金支援和設施建設，制定規範化標準，並促進多方合作，後續研究應擴大樣本範圍，結合定量與定性資料，深入探討不同教學方法的效果及技術應用，推動青少年籃球俱樂部的發展。

In recent years, with the rapid development of China's economy and sports industry, people's living standards and health awareness have been continuously improved, and people's sports consumption level has been further improved. Basketball has always been one of the popular sports with high popularity and love by the masses because of its own fitness and fun characteristics. Wenzhou's youth basketball training market is also favored by the majority of students and parents, with the introduction of new policies, as well as the continuous development of economy and culture, Wenzhou youth basketball training market needs to adapt to the new environment. Whether it is the promotion of national fitness, the reform of sports in the high school entrance examination, or the promotion of "small basketball" by the Chinese Basketball Association and the emphasis on basketball coach training, such basketball training institutions need to make reasonable planning to promote their long-term development. Through a case study of a representative youth basketball club in Wenzhou, this research explored the impact of coaching quality improvement and weight training on the development of the club. Used a qualitative research approach, the club conducted a detailed review of the club's operating model, management strategies, and teaching methods through in-depth interviews, participatory observations and documents, as well as SWOT - PEST analysis. The results show that scientific training methods and the improvement of coaching quality could significantly improve the teaching quality of clubs and the sports performance of students. The conclusions of the study emphasize the importance of policy support, management optimization and talent training, and put forward corresponding development suggestions. This study analyzes the development of Wenzhou basketball clubs and finds that political support, economic conditions, social culture and technological progress have a significant impact on it. The professional level and teaching methods of coaches have a direct effect on student performance. It is recommended that the government strengthen financial support and facility construction, formulate standardized standards, and promote multi-party cooperation. Follow-up research should expand the sample scope, combine quantitative and qualitative data, and deeply explore the effects and technical applications of different teaching methods to promote the overall development of the club.

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