Research On Development Orientation Of Sanda Sport-also On China' Sports Market-orientated Management

After30years of development, some achievements in Sanda sport have been made. Nevertheless, Sanda lacks of mass basis for the neglection of mass promotion and competitive performance industry. Focuses too much on competition Sanda, and desirably hopes to get involved in Olympics but has almost no chance. And Sanda also suffers from the controversy of "lost its traditional characteristics". After comprehensive analysis, find the development of Sanda sport is in its predicament which reflects the common faults of China' sports. From the perspective of management science, the dilemma is:their development directions deviate from the people's demand, thus leads to their own unsustainable development.Therefore, to make Sanda' development out of the dilemma, this thesis firstly study its fundamental reason, then try to find out effective management solutions and provides some feasible suggestions as well. What is more, since there are similarities between the dilemma of Sanda sport and China' sports, this thesis also work on the solutions of China' sports.By method of literature search, expert interviews, historical research, systems analysis, comparative analysis and case studies, this study find that:Previous studies lack the research on the underlying causes of Sanda' development dilemma. For China' sports, many believe that the management system is the main reason of predicament of Chinese sports while some other scholars reflect on the values. Compare to the angle of management system and the values, I consider that the study of orientation is more suitable for the fundamental reason of the China' sports' predicament.Similar to the orientation of China' sports, the development of Sanda sport is also gold medal-oriented. From the development course of Sanda, see that the gold medals are still the main driving force of Sanda. And other incentives, by contrast, are in surely subordinate position.Medal-orientation makes sports cannot effectively meet the Sports requirements of the people, and also leads to the unsustainable development of both China's sports and Sanda. From the perspective of meeting the people's needs, the development of China' sports oriented by gold medal has deviated from the people' s ever growing Sports requirements. From the angle of the cost, the centralized development mode of China'sports actually cost a lot. For their own development, medal-orientation will result in the sustainable development of China's sports and Sanda, and even cause Sanda cannot become a real sport.According to the development predicament of China's sports and Sanda, this thesis brings out the solution that is market orientation, and presents the brief introduction of this theory still unpopular in China.In order to testify the applicability of market-orientation on Sanda and China'sports, this thesis tests this theory by the cases of the successful transformation of judo and the development of Chinese traditional martial arts. Through the specific analysis of how the market-orientation solves the dilemma of Sanda and China'sports, this thesis also tests its effectiveness. What is more, study also finds that market-orientation theory point out the direction of development and provide implementation path for national traditional sports.At last, as for how to implement market-orientated management, this thesis provides series of operational suggestions according to related studies abroad.