| Wushu is a treasure of Chinese traditional culture,and clubs are one of the important means to inherit and promote Wushu.At present,Wushu clubs in China can’t keep up with the rapid development of market economy and sports industry,and it is necessary to further improve and enhance the market-oriented operation mode to meet the needs of social development.Taekwondo Club complies with the changes of market demand,takes fitness and self-defense as market-oriented operation products,and builds a standard market-oriented operation mode.Wushu clubs adapt to the traditional cultural needs of consumers,take competition self-defense as market-oriented operation products,and build the basic conditions for market-oriented operation.However,Wushu clubs,as an important carrier of market-oriented operation,have obviously insufficient operational experience in martial arts education,personnel training,skills training and capital planning.It is urgent to learn from the market-oriented operation experience of Taekwondo clubs to explore the operation mode of martial arts clubs,further promote the process of martial arts industrialization,realize the development plan of martial arts industry,and provide new ideas for promoting Chinese martial arts and developing national traditional sports.Taking Dazhou city as an example,this study investigates the present situation of market-oriented operation of Wushu club and Taekwondo club by using the methods of literature review,questionnaire survey,expert interview,mathematical statistics,logical analysis and comparative analysis,compares and analyzes the differences of market-oriented operation of clubs in organization management,marketing promotion,teaching situation and after-sales service,and explores the business model of Wushu club under market-oriented operation.Through the research,it is found that the organization and management system and development content of Taekwondo Club are better than those of Wushu Club.Wushu club is obviously inferior to Taekwondo club in product marketing strategy,promotion means and publicity methods;Wushu clubs attach importance to competitive teaching and competition participation,while Taekwondo clubs attach importance to fitness activities and spiritual education;The popularity of martial arts clubs in Grade is lower than that of Taekwondo clubs,and students lack promotion channels.The service quality of Taekwondo Club is better than that of Wushu Club,and consumers are satisfied with daily service,after-school guidance and service channels.The enlightenment to Wushu clubs is as follows: 1.Cultivate representative business clubs,guide the scientific,institutionalized and market-oriented development of the clubs,and constantly establish and improve the Wushu system.2.Build a distinctive marketing plan by "experiential" marketing and "internet plus" marketing to shape the brand image.3.Build technical channels for talents,improve coaching team,enrollment team and educational administration team,and enhance market competitiveness.4.The club’s teaching standards are centered on teaching and research,and the service standards are centered on students and parents,so as to tap the market potential.5.Realize the marketization of performances,competitions,venues and facilities,and expand the relevance of products. |
