Research On The Development Of Commercial Outdoor Sports Club In Changchun City Based On SWOT Analysis

Thirty-five years of China reform and opening up, the market economy ofChangchun developed steadily, the city’s GDP increased year by year and the nationalstandard of living has been greatly improved. Along with the physical life rich, theinteration of global culture and the growth of awareness of health, changchun citizen’ssports concept has been changed, the traditional way of fitness cannot satisfy therequirement of people for physical exercise and leisure activities. People pursue morehealthy, more freedom and more close to natural way of fitness. Outdoor sportsaccepted and loved by changchun citizen, has a good mass base since the1990s tochangchun. Commercial outdoor sports club arises with the market demand ofoutdoor sports and play an important load-bearing role to promote the development ofoutdoor sports, which is the rise of the21st century sunrise industry. In view ofChangchun outdoor sports started relatively late compared with big cities such asBeijing, Shanghai, the commercial development of outdoor sports club is still in itsinfancy.In this thesis, Changchun33commercial outdoor sports clubs are the main studyobject, by using literature research, SWOT analysis, surveys, site visits, statistics andother research methods to analyze internal strengths and weaknesses, externalopportunities and threats in order to put forward countermeasures to promote thedevelopment of commercial outdoor sports in Changchun, the conclusions are asbelow:(1) The strengths of Changchun Commercial outdoor sports club: Changchun tocarry out outdoor sports club is rich in natural resources; the organization’s activitiesare rich and colorful; Club can provide security assurance and alos a social platformfor the participants；effective use of low-cost marketing strategies.(2) The weaknesses of Changchun Commercial outdoor sports club: the weakbusiness ideas, lack of professionals, low customer loyalty.(3) The opportunities for Changchun Commercial outdoor sports club: theincreased government support, the further promotion of national fitness, the improvedliving standards and the changes of lifestyle.(4) The threats for Changchun Commercial outdoor sports club: the intense survival competition, unclear government management, the negative impact of hazeweather.(5) The development strategy of Changchun Commercial outdoor sports club: Tostrengthen the construction of professional talent team, improve outdoor securitysystem, change management philosophy, develope the management level, strengthencustomer management, enhance customer loyalty.