Study On The Marketing Strategy Optimization Of Zhengren Taekwondo Club In Wenzhou City

Taekwondo is a martial arts movement that originated in the Korean peninsula, in its development process,learn from the Japanese karate and the essence of Chinese martial arts, gradually evolved into a modern taekwondo.At present, there are more than 160 countries in the world to carry out taekwondo movement, the number of people involved in taekwondo movement nearly 80 million[1].Taekwondo from the last century 80’s into China, after the 2008 Beijing Olympic Games in China began to flourish.According to incomplete statistics, China’s existing taekwondo club 2500, practice Taekwondo population of more than 10 million[2].In this paper, the marketing strategy of Taekwondo club in Wenzhou is taken as the research object,using literature, interviews, questionnaires,mathematical statistics and other research methods, based on the theory of marketing strategy, this paper analyzes the present situation of marketing strategy of Taekwondo club in Wenzhou from four aspects:product, price, channel and promotion,it is concluded that there are the following problems in the marketing strategy of the club:(1) the market positioning are not allowed, the target customers fuzzy; (2) lack of innovation products, differentiation is not obvious;(3) pricing is too single,the lack of high-end product pricing; (4) a single marketing channel; (5)promotional efforts are not enough; (6) one way to communicate;(7)corporate culture is not enough; (8) staff quality uneven ; (9) the lack of professional marketing team.In view of the above problems, this article through the Wenzhou City Taekwondo club PEST, market competition situation, a comprehensive analysis of consumer behavior,using the SWOT analysis method to get the advantages, disadvantages,opportunities and threats of the development of the Taekwondo club.Combined with the actual situation of the club,using STP theoretical analysis of the market segmentation, selection and positioning, and the marketing mix strategy is matched with the development of the club according to the positioning of the target market.At the same time, in Wenzhou City is Taekwondo club 4P marketing strategy based on the current, based on the expansion of personnel, tangible display, service process, three aspects of optimization strategy.Thereby enhancing the club’s competitive advantage, access to long-term development.