Research On Marketing Strategy Of Happy Taekwondo Club Service In Kunming

Taekwondo originated in North Korea. In the process of development, it combines the Chinese wushu and the fighting techniques and ideas of Japanese karate. Taekwondo gradually evolved into the modern athletic sports. Existing more than160countries all over the world taekwondo sport, the athletes reach more than80million people. Our public taekwondo hall nearly reach2500(Include home, school, club), learning taekwondo number is more than10million.Kunming is one of the earliest nation-wide popularization taekwondo sports. Taekwondo training work started in1986. But in view of the Yunnan public taekwondo training market service marketing research is still blank. Based on the "happy Kunming taekwondo club" as the research object, the article uses the interview method, questionnaire survey, field research method, literature review method to analyze the Kunming taekwondo training market marketing environment, competition situation and consumer behavior characteristics. According to the analysis of current marketing strategy, the happy taekwondo develop fast in Kunming with many problems. These problems seriously affected the sustainable development of the club, which includes:the imperfection of the organization; enterprise culture is not yet mature; Marketing mix strategy is not integrity; not has a clear brand image and personality; teaching quality is uneven; service marketing concept of staff is weak; hardware facilities is insufficient; legal risk management consciousness is poor; human resources and faculty couldn’t keep up with the development of club market; the comprehensive service ability is poor. Based on the above, the author combined the Kunming happy taekwondo club’s internal resources, external environment and competition situation of the actual situation, and used the service marketing theory knowledge to analyze and research the seven elements of the club, such as product, price, channel, promotion, personnel, tangible demonstration and service process. And the author presented specific solutions (7p’s) service marketing strategy to refactoring happy taekwondo club.It can improve the operating performance and enhance competitive advantage. At the same time, this study can also provide some specific public taekwondo industry development in Yunnan province for the development of ideas and improving measures.