SWOT Analysis Of Developing Commercial Sports Clubs In Jinan

It becomes a fashionably consumptive manner to buy health with money, along with the fast development of economy, improving of the standard of living, increase of leisure time, and the change of people’s consumptive consciousness. National body-health exercises become particular landscape, with closing of the11th national games. At the same time, many commercial sports clubs which are different level are set up in Jinan, a great deal of people who are rich and leisure take exercise in those club. So it is significative to study the actuality, characteristic, problem of commercial sports clubs especially clubs in developing.Taking SWOT as the basic, I analysis four aspect of developing commercial sports clubs (DCSC) in Jinan, such as strength, weakness, opportunity and threaten, by logistic analysis, questionnaire, interview and literature.In a word, it is the strength of DCSC which is diversification of service, particular service is becoming the hotspot of consumption, and the concatenate, luxuriant management. The weakness of DCSC is which is short of human resource, lesser scope of club, single manner of sales promotion, unsubstantial of information, and the exploitation of aged market. The opportunity of DCSC is that the market of sports clubs in Jinan become active because of the11th National Games, consumptive crowd is more and more excessively because of the change of consciousness, it is more and more normative because of the adjusting of industrial structure and the international development. The threaten of DCSC is that the infection of financial crisis, intensely competition among clubs, the lack of theoretically research which support growing of DCSC, working mode is different because of lacking of communion, and it is striking the development of DCSC because of the construction of seven engineering of exercising in Jinan.It suggests that DCSC should use stratagem of recovery by SWOT analysis of developing commercial sports clubs in Jinan in order to develop. First of all, improving structural obstacle, such as exploit of aged market, saving cost by associating with school and society, introducing electronic commerce, increasing drumbeating, and so on. What’s more, to increase anticipative retaliate by displaying recovery of decision and setting up recovery of alliance. The last but not least important is to prevent inducement of aggression by adjusting price.