| Martial arts club is an important place to disseminate excellent traditional Chinese martial arts culture,but its current market-oriented operation mode cannot keep up with the rapid development of market economy and sports industry,and needs to be further improved and improved.,Taekwondo Club has successfully realized the transformation from "production-oriented" to "market-oriented",and built a market-oriented operation model centered on customers;while Wushu Club is still in the "production-oriented" stage,lacking the market demand.Sensitivity and pertinence.In addition,there are many problems in the operation and management of martial arts clubs,the construction of coaches,and the financing of funds.To this end,this study puts forward suggestions such as learning from the market-oriented operation experience of Taekwondo clubs,optimizing the management of Wushu clubs,improving the ability of coaches,and expanding funding channels,so as to promote the process of Wushu industrialization and realize the sustainable development of Wushu industry.This study selected Jinan City as the research object,and investigated the relationship between martial arts clubs and taekwondo from the perspective of 4R marketing theory by using various research methods such as literature review,questionnaire survey,expert interview,mathematical statistics,and comparative analysis.The status quo of the club’s market-oriented operations.Through research,it is found that from the perspective of 4R theory,martial arts clubs have the following problems:In terms of related marketing: 1.Jinan Wushu Club lacks corresponding course extension activities and services;2.The positioning of Jinan Wushu Club does not meet market demand;3.The products of Jinan Wushu Club are seriously homogeneous and lack product features.Response to marketing: 1.The channel of communication between Jinan Wushu Club and customers is single;2.The efficiency of Jinan Wushu Club in dealing with problems is low;3.The Wushu Club lacks action plans and firm execution.In terms of relationship marketing: 1.Jinan Wushu Club does not have enough understanding of the characteristics and needs of customers;2.The courses of Jinan Wushu Club are not interesting enough;3.The cooperation and communication between Jinan Wushu Club and external organizations is insufficient;4.The mutual relationship between Jinan Wushu Club The frequency of communication is low.Reward marketing: 1.Jinan Martial Arts Club relies too much on traditional publicity methods;2.Jinan Martial Arts Club’s marketing method is single and lacks diversity;3.Jinan Martial Arts Club lacks a complete training mechanism for coaches,and the training of subsequent coaches is broken.Based on the above problems,this study proposes an optimization strategy from the following aspects:Affiliate marketing strategy: 1.Increase parents’ participation in children’s after-school training and activities;2.Adhere to sports fitness and combat combat courses as the foundation,and give full play to the advantages of the project;3.Create new courses such as research equipment and fighting to meet the diverse needs of consumers demand.Response marketing strategy: 1.Create official website,We Chat official account,social media account,and establish diversified customer feedback channels;2.Set up special academic staff and responsibility coaches,and establish a rapid response mechanism;3.Periodically conduct clubs Communication between clubs,consumers and clubs..Relationship marketing strategy: 1.Improve student files to understand the characteristics and needs of students;2.Improve teaching methods and methods to stimulate students’ interest in learning;3.Actively cooperate with other clubs to promote resource sharing and mutual advantage;4.Establish Regular internal communication mechanism.Reward marketing strategy: 1.Strengthen digitalization and social media promotion;2.Actively explore diverse promotion methods;3.Actively train martial arts coaches to increase talent reserves. |
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