| With the rapid growth of the national economy, people have their own health requirements are also increasing, and Tae Kwon Do with its unique charm to attract the majority of the crowd favorite, especially Compromise players to take the Beijing Olympic Games champion Wu Jing Yu, immediately set off in Jiangxi Province Tae kwon do heat, Hall Road, large and small moment where they stand.In this dissertation, I investigated the administrators, coaches and customers in several methods such as documentary analysis, questionnaire method, probability method, visit and forum and survey researches. Then I found out the existing problems of the market of tae kwon do market in Jiangxi and provided some corresponding countermeasures, drawing the following conclusions:1. The scale of market of tae kwon do in Jiangxi is developing continuously. There are 209 chartered tae kwon do halls, most of which are medium and small sized, spreading over 11 cities in Jiangxi. And the operating forms include sole traders and franchise.2. Some of the tae kwon do halls are in loss due to their limited spaces and infrastructures. Some others being in deficit is resulted from hostile competition and pricing in the same areas.3. The marketing objectives of tae kwon do halls are widely ranged, not well segmented. Most promotions are by leaflets assisted with sales of staffs.4. The number of male coaches is far more than that of females and most coaches are young people with limited education background. A great number of coaches do not hold a certificate. Quantities of the coaches are students majoring in physical training from non-sporting colleges. They are more likely part time coaches with relatively low salaries. Therefore coaches who have favorable looks and good teaching skills giving confidences are more preferred.5. The customers are almost pupils, with the aim of fitness, entertainment and making friends. A lot of them can last more than 2 years, with 2 to 4 practices per week. The longer period, the fewer students. And the customers are always satisfied. According to these, I have some suggestions:1. The government should publish some new control policies, avoiding the hostile competitions. The sports managing department should prepare for a reasonable overall arrangement, determine the objectives, scale and speed. At the same time, try to publish some regulations of the tae kwon do markets, setting the requirements of infrastructures and encouraging the large tae kwon do halls. Also, they should eliminate the irregular pricing and charges to protect the interests of customers.2. Introduced the concept of scientific management, improve management Tae kwon do for the current operating status of Jiangxi Province, from the implementation of the earlier tae kwon do in Beijing, Jiangsu, Zhejiang, Shanghai and other regions, the introduction of advanced scientific management, strengthen marketing ability of managers, and hire a professional marketing staff, Build a marketing team, through the rational deployment of personnel, increase market competitiveness.3. Enhance the management of the coaches, provide the continuous development of them. The continuous development such as training of coaches should provide the latest information and coaching methodologies. And the government may reinforce the regulations so that all coaches are with their certificate. Meanwhile, they ought to protect the coaches, esp. the salaries, strengthen the payment system with performance related payment.4. Position accurately to develop the markets Look for the appropriate market segmentation and position to satisfy different customers, in accordance with the customers'motivations and preferences. We can hold the public tae kwon do matches with performance of special effects. Enhance the sensationalization of media to fulfill the need of people in different ages. And we can also shout a slogan which is of great pertinence to stimulate consume. |
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