The Study Of The Development And Planning Of Themarketing Project In Shenyang's High-Level Wushu Clubs

As one of the Chinese traditional culture,it is no doubt that Wushu has its national and cultural meaning.From the ancient heritage which the master taught to prentice and the development of military Wushu,Wushu has developed to latter-day teaching model.The movie called "Shaolin Temple" in the 1980's made a craze in China,and made Wushu School buildings stand in great numbers.In the past 20 years, there were a great many of excellent Wushu athletes in these schools.However,with the development of the economy,most Wushu schools were inclined to shrinking and closing because of neglecting the systems of management.Some investors sold off house property and dismissed the workers.Although these phenomenon were caused by the decreasing economic development,the main reason was the misplay of the management system and exploiter scheme.Shenyang is the core of economical and cultural development in Liaoning.And it also has a good basic of Wushu culture,so this paper intends to doing research for the development of the high-end Wushu clubs in Shenyang,and will research from following aspects,such as project feasibility study,market orientation,culture orientation,teachers and students orientation,and project management and scheme.Also the paper uses modern theories of management and project management methodology to reach the theory with practice.The use of the universality of management theory to solve the actual problems and to support the process of a comprehensive conduct and systematic planning and pre-control. Forming a complete document of the project management and planning in high-end Wushu clubs in Shenyang is to direct the clubs to run well in the project management practice of the market development,and at the same time in order to strive to explore scientific and practical management models and programs of market development project in Wushu clubs. According to the development positioning of high-end Wushu clubs in Shenyang, it should be researched in-depth about the sites.So the decision was divided into the district of middle north and the district of middle south.The interval between these two districts which will work is half a year or one year.In the district of middle north,the building of the university of veterans cadres which belong to the administration of veterans cadres of Huanggu district in Shenyang.This building is an all-around and multifunctional building.It includes the gymnasium and recreation room.Now it is putting out to lease.It is already hired from the first floor to the third floor to be the gymnasium,swimming pool,tennis court and hotels.The fourth floor and the fifth floor is hiring now(totally 1250 square meters).It can be set off four standard fields.At the same time,the equipments are complete for the restaurant and bathhouse.In the side ofsouth,there are an elegant uptown—Chenglong garden,a business street,a supermarket-TESCO,a high school and Liaoning University.In the side of east,there are the government of province and the military area of province.In the side of west,there are business buildings where the business people assemble.The transportation here is very convenient.There are dozens of routes to go to the center of the city or the outskirts of the city.In the district of middle north,the buildings around RT-Mart in Heping district of Shengyang,which have multi-functional gymnasium above the 10 floors,are selected. With the size of more than 800 square meters,the gymnasium is used as the Street Dance Training Hall currently,and now is being rented.These buildings have bathrooms and some related leisure facilities.On the south of the area,it is the Telecom Tower;on the east,it is the streets of sporting goods,computers and commerce streets,and the Zhongshan Park;on the north,it is the Taiyuan Street,Liu Laogen Stage,and some hotels and restaurants;on the west,it is the Jindu Hotel, which is the busiest commercial area and the gathering center of high-end business men.In this region,the transportation is very convenient,the streets are spacious and the passenger-flow is larger.Especially,it is the gathering area of the major brands of sporting goods and also the gathering place of workers and fans of sports. After the investigation and argumentation,it is founded that these two districts are easier to cover the sports-doing people who are from both the north and the south.To develop the interval scheme,it selected the location according to the area. The advantages of both north and south area are quite equal.In the east of the north area has Beiling park which is well-known training center for Wushu exercisers to practice,original Shenyang Sport University was near the east,most of Shenyang high-end Wushu's club coaches are the teachers of Shenyang Sport University.North area has the sound foundation of masses,there not only have a lot of followers who are fond of fitness function of Wushu,but also many people who are preparing to ally the small Wushu's club around Chenglong garden.So the north area should be exploit first and then the north and south diverge after half year or one year later.The south area should be developed according to the market developing circumstances so that the energies can be focused and develop the market stably.The main strategies used on the market are as follows:1.The high-end strategy:at present,Shenyang area is lack of high-end Wushu club and many high-end talented person need high-end teaching service.Therefore, the developing strategies for the high-end Wushu club should be the breakthrough point.Seize the market and further develop the market of different social stratum after the market gradually matured.2.The culture characteristic strategy:Wushu is continuously developing while Wushu culture has been losing for the time being.What the Wushu amateurs need is Wushu culture,their passion for Wushu is mainly because of Wushu culture. Therefore to make the brand of Wushu culture is one of the most important strategies which make Wushu club occupies the market,make exercisers appreciate Chinese traditional healthy culture and ethical culture as well as seeking the relaxing atmosphere outside working pressure.3.The multi-dimensional propaganda strategy:use various kinds of methods to publicize the club.For example:performance of performing mission,multi-madia advertisements,television lectures,interviewing the famous teachers and so on.4.The targeted strategy:at the beginning of opening,high-end Wushu club can not be perfect,targeted teaching and feature teaching should be the main characteristics.To occupy special group of people,seeking stability first and then development.Base on the targeted strategy to lay the foundation for the future development of high-end Wushu club.5.The geographic strategy:club is for the high-end crowd,so the area should be the place gathered with high-end people,elegant environment and complete facilities.It should be in harmony with the club qualities and adapt to the exploitation of market.6.The famous teaching group strategy:teaching group are the key to determine the fate of the club,therefore making famous teaching group is a main strategy.Now the teaching group consists of Shenyang Sport University and retired athletes.7.The teaching resource integration strategy:in the light of current situation, some small dispersed clubs should be integrated and incorporated.Most of these clubs are in charge of the graduates of Shenyang Sport University,they are willing to ally through the previous communication,this may lay the sound foundation for the future development of clubs.8.The auxiliary services strategy.As the high-end Wushu clubs,it will provide the healing and health consultation as their assistant measures.And the clubs will give counseling and healthy visit-Services.Using these strategies to build brand of Wushu culture and to construct the training environment of traditional culture,also including the cultural connotation of teaching content and the teachers' personality cultivation of the traditional culture.All these will help the students find the a sense of spirit belonging,cultural identity and sense of values privity in order to seize high-end customers to develop quality brand.