Xi 'an Tae Kwon Do Club Development Present Situation And The Countermeasure Research

With the "Korean wave" brought into the fitness market in recent years, taekwondo consumption has taken a certain proportion in the consumption of people’s lives. Taekwondo is very popular among the majority of young people since it was introduced to China. Due to economic development, the promotion of the sports industry market, and the characteristics of Taekwondo, Taekwondo Club has become one of the successful sports industries in China’s fitness market. At present, the population of practicing Taekwondo in China has been more than5million, and the number of Taekwondo Clubs has been up to2,000. As an ancient civilized city, Xi’an assembled all featured sports of the whole nation. Xi’an is also a relatively open and avant-garde city. With the introduction of advanced conception of Taekwondo, the development of Taekwondo meets its bottleneck after joining China’s sports industry. Taekwondo clubs in Xi’an market haven’t formed the scale effect. The site conditions, equipments and other technical environment, as well as the cultural environment and social environment of each club are still far from being satisfactory. Some of the Taekwondo Clubs only focus on profitability, lacking of equipments and environment infrastructure.And they are too limited to absorb the groups involved in the target. The club management of the coaches is not scientific, what’s more, the coaches’ teaching level is not standardized. These problems are likely to inhibit the development of Taekwondo industry in Xi’an.This paper mainly uses documentary analysis method, questionnaire method, interview method, observation method and so on to take European and Korean Taekwondo clubs, Taekwondo, Taekwondo club, Taekwondo club of Xi’an Institute of Technology, Xi’an and the Taekwondo club company registered in Xi’an for the case. Respectively, from aspects of the site conditions, equipments, technology environment, coach class, the coach’s teaching philosophy, propaganda, club culture, brand personality, club management, marketing strategies, and features of consumer groups, this paper does a full range of research on more than a dozen Taekwondo Clubs and makes sample investigations of nine operators,21coaches and340practitioners as survey objects at random. The survey results show that:most of Taekwondo clubs in Xi’an are of chain operations; facilities and equipments cannot reach the standard; coaches are younger and of low teaching philosophy; management concept and marketing strategy fall behind; taekwondo exercisers are youth-oriented and practicing groups are too narrow; Taekwondo trainers’level and standard of teaching is too low; the trainers’class is unspecific and unscientific; the operation principle and publicity ideas of Taekwondo Club are obsolete.On the basis of a comprehensive analysis about the problems of the Taekwondo club in Xi’an, this paper proposes the developing countermeasure.It is recommended that the professional quality and teaching philosophy of the coaches should be improved through all aspects of learning and training.Each club should set the network consulting model platform which combines with its teaching features. Varieties of operating channels and publicity efforts should be strengthened; The relevant regulations and incentive system for club coaches, staff and members should be perfected; and it is necessary to improve the Taekwondo club equipments and facilities from multi-channel financing and to improve the humanity environment of the Taekwondo Club, as well as to reinforce the education of the Taekwondo cultural connotation so as to ensure the orderly standardized, scientific, and healthy development of social Taekwondo.