| The rapid development of the international taekwondo strongly promoted the development of the popular taekwondo sports industry in China.As the capital of China,Beijing economic and political development has played a leading role in all provinces and cities nationwide.Therefore,Study the market development of the popular taekwondo club in Haidian District of Beijing has some reference to the development of the national taekwondo club.This paper using literature data,questionnaire survey,interview method and other research methods.Using SWOT analysis of marketing theory cross inside and outside environment,comprehensive analysis of the development status of the popular taekwondo club in Haidian District,and put forward the corresponding SWOT strategic choice,which can promote the popular taekwondo market development more scientific,efficient and rapidness of of all the country.Research results show that:(1)The popular taekwondo clubs' internal environment advantages in Haidian District include: the number of clubs is increasing in reduction,the size of the club and infrastructure meets the standard requirements,the training area was 40% in 150 clubs and 200 clubs,and it met the standard requirements.the per capita area of Taekwondo Club between 4 and-5 was over half and reached 53.3%.the operation mode is diversified,Chain operation accounted for 66.7%,cooperative operation accounted for 26.7% and independent business accounted for 6.7%.the operator's age structure is better,Most of the ages are distributed between 30 and 40 years old,accounting for 53.3% and 26.7% below 30.taekwondo has the education value that ceremony before the final ceremony,the level test can continuously stimulate the interest of consumers.(2)The popular taekwondo clubs' internal environment disadvantages in Haidian include: the supporting facilities of the club are not complete,there are only 2 commodity sales offices,accounting for 13.3%,and 26.7% of the medical clinics.the structure of the department is not clear,there are only 2 personnel departments,accounting for 13.3%,accounting for 20% of the sales department and the marketing department.lack of comprehensive operators who understand both technology and management,low entry threshold for operators and large mobility of coaches,the overall level of the coach needs to be strengthened,For more than 3 years,the coaching experience is 20%,the bachelor's degree is the majority,the proportion is 86.7%,the postgraduate education and the junior college education are less,and the coach holding the first class athlete's certificate is only 33.3%.the business philosophy is similar,and the publicity is simple.(3)The popular taekwondo clubs' external environment opportunities in Haidian mainly include: the government appreciate and supports,the solid economic foundation,In 2017 year 1month for 6 month,the per capita disposable income of residents in Haidian District was 35852 yuan.and have a good national fitness environment,there are more than 2200 sports venues in Haidian District,with a total area of 6 million 872 thousand square meters.there are many sports colleges and universities,the rich taekwondo coach resources,the innovation of taekwondo market that promoted by the Internet + era.(4)The popular taekwondo clubs' external environment challenges in Haidian main include: the marketing competition between the clubs is becoming increasingly fierce,the development of national fitness has posed an alternative threat to the taekwondo projects,consumer mobility is strong,only 6.7% of the students in the club are over 70.and the consumers' age range is limited,Among them,pupils aged 6 to 12 accounted for 45.9%.(5)The popular taekwondo clubs' in Haidian District of SO strategic plan of the popular taekwondo club in Haidian District includes optimizing the course content,expanding the range of teaching target groups(divided into young people,youth groups,middle and old age groups)and optimizing the form products and attach products.(6)The popular taekwondo clubs' in Haidian District of ST strategic mode is highlight the key of the talent strategy,such as manage the operators,managers and coaches' selection,appointment and evaluation,Scientific selection,appointment of talents,establishment of training mechanism and reward and punishment mechanism.(7)The popular taekwondo clubs' in Haidian District of WO strategy is to enrich promotional methods from personnel promotion,network promotion,advertising promotion and public relations promotion,and promote sales promotion.(8)The popular taekwondo clubs' in Haidian District of WT strategy is to set reasonable prices(choose graded pricing method,humanized pricing method,price discrimination pricing method,package pricing method and so on),build high quality and well-known brand,and expand diversified marketing channels. |
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