Study On The Current Situation And Strategy Of Wuhan Skating Club Based On SWOT Analysis

After the Strategy of Developing Winter Sports from the North to the South of China was put forward,China successfully won the right to host the 2022 winter Olympics,and put forward a great vision that the population of Chinese skiers reached 300 million,which undoubtedly led the new trend of the development of winter sports.Skating is becoming increasingly popular because it is characterized by fitness,entertainment and fashion.Ice skating clubs,as an important carrier of skating development,arises at the historic moment,enabling regions of China,especially southern cities,can truly experience the charm of nature and enjoy the fun of "ice".However,it is worth studying whether the skating clubs,an emerging industry,can adapt to social progress and market development.On the basis of literature review,questionnaire survey,interview and mathematical statistics,this paper mainly uses SWOT analysis method to study and analyze the internal strengths and weakness as well as the external opportunities and threats of Wuhan skating clubs,and provides corresponding development strategies in order to promote the healthy development of Wuhan skating clubs.The conclusions are as follows:1.Strengths of Wuhan skating clubs:standardized venues and complete infrastructure;a variety of publicity methods that are conducive to the promotion of visibility;flexible form of charges that are convenient for the public to choose;good economic performance and great potential for development;the high technical level of coaches that is conducive to the development of teaching activities.2.Weaknesses of Wuhan skating clubs:high investment and operation costs,irregular membership management system,lack of managerial talents,imbalance of age structure of consumer groups,and serious venues idleness.3.Opportunities of Wuhan skating clubs:the encouragement of favorable policies and regulations,the successful bid for the winter Olympic Games by Beijing-Zhangjiakou,the rising social economy and residents' income,and the large urban population base.4.Threats of Wuhan skating clubs:incomplete implementation of policies and regulations,imbalance of residents' sports consumption structure,competition from other sports industry markets.By constructing SWOT analysis matrix of Wuhan skating club and matching various factors in pairs,the paper puts forward corresponding development strategies of Wuhan skating club.SO-growth development strategy:to rely on the Winter Olympic Games to increase publicity,to dig up potential consumers;to make use of the venue,to develop a variety of ice projects.WO-twist development strategy:to attract sponsorship and broaden income channels;to expand consumer groups,to improve venue utilization.ST-diversification development strategy:to strengthen communication with government departments and seek strong support;to formulate reasonable pricing strategy to improve market competitiveness.WT-defensive development strategy:to optimize the talent team and improve service quality;learn from successful experience and seek sustainable development model.