Category:
Finance, Business, Management, Economics and Accounting
ORIGINAL
Taekwondo
competition marketization development strategy based on SWOT-AHP model
Estrategia de desarrollo de la mercadotización de la competencia de Taekwondo basada en el modelo SWOT-AHP
Heming Liu1 *, Fugao Jiang1
1International College, Krirk University. Bangkok,
Thailand.
Cite as: Liu H, Jiang F. Taekwondo competition marketization development strategy based on SWOT-AHP model. Salud, Ciencia y Tecnología - Serie de Conferencias. 2024; 3:917. https://doi.org/10.56294/sctconf2024917
Submitted: 07-02-2024
Revised:
23-04-2024 Accepted:
29-06-2024
Published: 30-06-2024
Editor: Dr. William Castillo-González
ABSTRACT
China middle school students
Taekwondo League, as the highest level of taekwondo events for middle school
students, is an important part of middle school sports events. The development
of the league can not only enrich sports activities, mobilize the enthusiasm of
middle school students for sports, but also conducive to the improvement of
students will quality and psychological quality as well as training reserve
talents. With the rapid development of taekwondo League for middle school
students, problems such as imperfect market organization and operation system,
unreasonable competition system and imperfect management system of sports teams
have been exposed, which affect the sustainable development of the competition
to a certain extent. This paper mainly uses the SWOT AHP research method to
explore the market commercialization status quo, existing problems and
development strategies of Chinese middle school students Taekwondo League, so
as to provide theoretical basis for other related studies.
Keywords: Market Operation; SWOT Analysis; AHP Hierarchical
Analysis.
RESUMEN
China Middle School students Taekwondo League, como el nivel más alto de los eventos de Taekwondo para los estudiantes de secundaria, es una parte importante de los eventos deportivos de la escuela media. El desarrollo de la liga no sólo puede enriquecer las actividades deportivas, movilizar el entusiasmo de los estudiantes de secundaria para los deportes, sino que también conduce a la mejora de la calidad de la voluntad de los estudiantes y la calidad psicológica, así como los talentos de reserva de formación. Con el rápido desarrollo de la liga de taekwondo para estudiantes de secundaria, problemas tales como la organización del mercado imperfecta y el sistema de funcionamiento, el sistema de competencia irrazonable y el sistema de gestión imperfecto de los equipos deportivos han sido expuestos, que afectan el desarrollo sostenible de la competencia hasta cierto punto. Este documento utiliza principalmente el método de investigación DAFO AHP para explorar el status quo de la comercialización de mercado, los problemas existentes y las estrategias de desarrollo de los estudiantes de secundaria chinos de la liga de Taekwondo, con el fin de proporcionar una base teórica para otros estudios relacionados.
Palabras clave: Operación de Mercado; Análisis DAFO; Análisis Jerárquico.
INTRODUCTION
Under the
background of the rapid development of social civilization, economic
globalization promotes the exchange of sports culture in various countries,
people’s sports life is gradually enriched, and the sports competition market
is gradually concerned by the public. Therefore, the marketization of sports
competition has become a trend. Taekwondo, as a passionate and unique national
charm fighting sport, reverts the mission of modern sports athletics to pursue
higher, faster and stronger. In recent years, it occupies an important position
in the sports consumption of our country.(1) Taekwondo has been
included in the Olympic Games for many years, conforming to the global
mainstream situation, and constantly exploring the direction of marketization
and commercialization. At present, many fighting sports and the rise of
national fighting sports have brought great pressure and challenge to
Taekwondo.
China
Middle School Students Taekwondo League is organized by China Middle School
Students Sports Association and organized by each Taekwondo branch of China
Middle School Students Sports Association. As a national event, China Middle
School Students Taekwondo League has a high level of training and competition
and a large scale of participation, representing the highest level of taekwondo
for middle school students in China.(2) Its strict management system
guides Taekwondo to move forward continuously in the established direction. At
the same time, some domestic scholars who study sports events point out that
China’s sports event market is in the time point of system reform and path
innovation, Taekwondo, as one of the important sports events, should also
actively follow the reform trend and step on the shoulder of policy to promote
market-oriented reform. To this end, Taekwondo event marketization needs more
attention.
This study
mainly focuses on the sports event market, Taekwondo market, the operation
status of Taekwondo league for middle school students in China and the
marketization operation, and specifically analyzes the successful brand cases
of taekwondo event marketization strategy in China.(3) In order to
explore a suitable path for the marketization development of Chinese middle
school students Taekwondo league, to provide reasonable theoretical support and
effective empirical reference for the development of Taekwondo sports science.
METHOD
SWOT
analysis is a comprehensive analysis method commonly used in management. It is
mainly used to analyze the internal and external environment of the research
object. Through analyzing the four factors of internal advantages, internal
disadvantages, external opportunities and external threats, a
three-dimensional, comprehensive and systematic matrix thinking is formed.
Using SWOT analysis, this paper can intuitively and simply match various
influencing factors in the marketization operation of Chinese middle school
students Taekwondo league and help formulate corresponding countermeasures.
SWOT analysis is a comprehensive analysis method commonly used in management.
It is mainly used to analyze the internal and external environment of the
research object. Through analyzing the four factors of internal advantages,
internal disadvantages, external opportunities and external threats, a
three-dimensional, comprehensive and systematic matrix thinking is formed.
Using SWOT analysis, this paper can intuitively and simply match various
influencing factors in the marketization operation of Chinese middle school
students Taekwondo league and help formulate corresponding countermeasures.
On the
basis of finding the key influencing factors, the analytic hierarchy process
(AHP) decomposes the decision-related factors into the levels of objectives,
criteria, schemes, etc., which is a qualitative and quantitative hierarchical
weight decision analysis method. It can mathematize information that is
difficult to quantify and apply it to situations that are difficult to measure
directly.
Both SWOT
analysis and AHP analysis have advantages and disadvantages. The qualitative
analysis of SWOT alone cannot solve some complex problems. The semi-qualitative
and semi-quantitative AHP analysis coupled with SWOT analysis can increase the
accuracy and credibility of the analysis results, and the combination of the
two is conducive to the formulation of countermeasures more scientific and
reasonable.
RESULTS AND
DISCUSSION
SWOT-AHP analysis model
SWOT
analysis model, the situation analysis method, is a qualitative study of
internal factors, including the advantages and disadvantages of the internal
environment and the opportunities and challenges brought by the external
environment. It is an important tool for strategic decision-making in the
process of business operation. The Analytic Hierarchy Process (AHP) is a
strategic analysis method that combines quantitative and qualitative analysis
to solve multi-objective complex problems. When using analytic hierarchy
process (AHP) to construct system model, it can be divided into the following
four steps: establishing hierarchical structure model, constructing judgment
matrix (pair comparison), single hierarchical ranking and consistency test,
total hierarchical ranking and consistency test (See Table 1 for the scoring
experts on the marketization development factors of Chinese middle school
students Taekwondo League).
Table 1. Information of experts |
||||||||
Serial Number |
Specialist's name |
Gender |
Units |
Highest degree |
Exercise level |
Title position |
Coaching time |
Area of nationality |
1 |
Luo Wei |
female |
Sun Yat-sen University |
Master's |
Olympic champion |
Associate professor |
10 years |
Chinese mainland |
2 |
Wei Song |
male |
Shandong Agricultural University |
Master's |
International referee |
Associate professor |
20 years |
Chinese mainland |
3 |
Lee Jin-woo |
male |
Shandong University |
Ph.D. |
6 Black Belt |
Associate Professor |
10 years |
South Korea |
4 |
He Yun |
female |
Wuhan
Institute of Physical Education |
Master's |
International referee |
Instructor |
17 years |
Chinese mainland |
5 |
Yang Weiwei |
female |
Shandong Modern Vocational College |
Ph.D. |
National Division I athlete |
Instructor |
8 years |
Chinese mainland |
8 |
Zhou Xiaoming |
male |
Chinese
Middle School Students Taekwondo Association |
Undergraduate |
International referee |
Vice President |
23 years |
Chinese mainland |
CONSTRUCTION OF SWOT AHP
MODEL FOR MARKETIZATION OPERATION
SWOT analysis of
marketization operation
Advantage analysis
1.
The demand of school and
market promotes the marketization operation of Chinese Middle School Students
Taekwondo League (S1):
·
School demand: taekwondo
into the teaching system still has a lot of room for development. In recent
years, Taekwondo has gradually entered the campus of some primary and secondary
schools, and has become a characteristic course, and some have formed a special
high-level Taekwondo training team. Taekwondo League for middle school students
in China has the dual functions of selection and demonstration, the scale of
the event is large, the amount of start-up capital is high, and many schools
cannot afford it independently, which requires the help of the marketability of
the event. If the power of social investment can be used to improve the capital
structure, the further development of Taekwondo will come naturally.(4)
·
Market demand: the
marketization operation of China Middle school students Taekwondo League will
be the joint choice of the organizers and investors. China Middle School
students Taekwondo League has display and appreciation, which means that there
are sufficient conditions to set up advertising space in the competition venue
to attract commercial investment. It can be seen that the marketization
operation of Chinese middle school students Taekwondo League is a win-win
choice.(5)
2.
The unique charm and value
of Taekwondo give Chinese middle school students Taekwondo League market
operation potential (S2):
·
Training sense of
competition: taekwondo training process is very competitive and technical, must
bravely face the opponent’s attack, which requires learners to have a correct
treatment of success or failure, gains and losses and happiness and sadness of
the psychological quality, practice taekwondo can be a good training sense of
competition and fighting spirit.
·
Training physical fitness:
taekwondo is a fighting sport. Learners can speed up emergency response through
daily practice and learn self-defense skills that can be used under different
circumstances. Adhering to practice will improve their physical fitness and
outperform ordinary people in strength, endurance, speed, explosion,
flexibility and coordination.(6)
·
Training the quality of
will: taekwondo emphasizes the basic skills and physical training, which is
boring and painful. Practitioners must experience the bitterness and fatigue in
the process of practice, learn to overcome psychological obstacles, challenge
the physical limit and be willing to participate in it, so as to lay a solid
foundation for future actual combat training.
·
Exercise the mind: taekwondo
is violent, rough and brave in the eyes of the audience who do not understand.
After real practice, we will find that it is rich in methods and skills, and we
need to flexibly use various techniques and tactics in actual combat.
3.
High-level competitions
encourage Chinese Middle School Students Taekwondo League to Market Operation
(S3):
·
Through field investigation
of Chinese Middle School Students Taekwondo League from 2017 to 2023 and
summarizing the grade data of athletes participating in the competition, the
number of athletes in Group A whose sports grade is above the national level
accounts for 10 % of the total number. The number of athletes in Group B whose
sports level is above national level 2 accounts for 20,258 % of the total
number. The national level one athletes and level two athletes occupy a certain
proportion in all the competitors, which reflects that the Chinese middle
school students Taekwondo League athletes have a high level of competition.(7)
Disadvantage analysis
1. Too tight schedule (W1):
· The athletes of the Chinese middle school students Taekwondo League are all primary and middle school students. The students have a tight schedule and the time is very limited. However, due to the constraints of the competition system, the organizer and the organizer must efficiently complete hundreds of competitions of different groups within the prescribed two to three days, which makes the entire event arranged in a hurry, difficult to arrange more eye-catching opening ceremony, award style and other ceremonial stage packaging, which leads to the performance of the competition, viewing greatly decreased, making the audience feel boring.
2. Low participation in competition commercialization (W2):
· The commercialization degree of Taekwondo league for middle school students in China is basically in the initial stage of market-oriented development. There are many Taekwondo champions of the World Middle School Students’ Games and the National Youth Taekwondo Championship (Group B). The professional level can actually be comparable with similar Taekwondo commercial competitions. At present, the competition system of the league still mainly relies on government departments and host schools, and the source of funds and control are difficult to be attributed to the market, which causes difficulties for market operation.(8)
3. Restriction of Competition System and competition Rules (W3)L:
· The current regulations of China Middle School Students Taekwondo League in China are officially formulated by the Taekwondo Branch of China Middle School Students Sports Association. Individual competition and team competition are classified as the standard, and single-defeat elimination system is adopted to advance through the ranks. In addition, all the participating athletes are from all over the country in middle school students, the competition time is very limited, resulting in some of the sub-competitions cannot participate, the true level of athletes is difficult to fully show.
Opportunity analysis
1. Relevant national policy support (O1):
· The Outline for Building a strong Sports Country issued by The General Office of the State Council in 2019 (hereinafter referred to as the Outline) points out that by 2050, a modern socialist sports country should be fully built, and sports should become a landmark cause for the great rejuvenation of the Chinese nation in the middle of this century. Sports have increasingly become an important symbol to highlight a country’s comprehensive strength, and competitive sports are the top priority in the development of sports. In view of the development of competitive sports, the Outline puts forward a series of strategic tasks, among which the establishment of a modern competition system with Chinese characteristics is the key task of building a powerful sports country.(9)
2. Development of School Sports Industrialization (O2):
· In recent years, many sports events for middle school students have gradually entered the road of market commercialization and achieved ideal social repercussions, among which the successful examples are: the National Middle School Basketball Championship (CSBA), the NIKE National high School Basketball League, the national youth campus football League, etc., which are marketized, commercial operation is very representative of the middle school sports boutique events.
3. The prosperity of fighting sports industry (O3):
· The market prospect of fighting sports is promising in recent years. The UFC series of mixed martial arts, which emerged from the United States, has attracted the attention of all countries in the world and achieved rapid development. CCTV5 began to broadcast the World Taekwondo Championship and the World Taekwondo Grand Slam series. Watching Wu Jingyu’s injury return from the world peak to the young Zhao Shuai wearing the national flag in 1995 broke historical records repeatedly. These events have one thing in common: they make full use of new media and the Internet, use the power of news media to integrate event resources, guide public opinion, and improve the entire industrial chain of competitive sports events.
Challenge analysis
1. Insufficient social influence (T1):
· Taekwondo is a minority sport, and the public pays less attention to it and knows less about various events. There are almost no empty seats in tens of thousands of national stadiums for basketball, football and volleyball competitions, and it is even difficult to get a ticket for some finals. Taekwondo is a highly competitive sport that mixes speed, strength, passion and blood. However, in reality, the attendance rate of Taekwondo competitions is relatively low. Most Taekwondo competitions are athletes, parents and stadium staff who have no competition tasks. Besides, the TV media platform rarely reports on the competitions, so the social influence is low.
2. Lack of media communication channels (T2):
· Nowadays, it is no longer relying solely on the traditional income source of ticket revenue but has begun to seek diversified income channels such as commercial sponsorship, product advertising, new media live broadcast, and peripheral products. This is an inevitable trend of conforming to marketization, finding new ideas, stimulating new demand, and maximizing market value. China middle school students Taekwondo League has made use of these new media ways to try, but it is only a beginning, its development space needs to be explored and in-depth.
3. Lack of fund chain (T3):
· The funds of the regional branch competitions of China Middle School Students Taekwondo League mainly come from the accommodation, food and beverage expenses, transportation expenses, registration fees and social sponsorship paid by the participating teams all over the country. Among them, due to the temporary lack of social influence of the league and the lack of publicity professional ability, there are very few social enterprises to sponsor the competition. To promote the marketing operation of the tournament, certain start-up funds will be needed to expand the influence of the tournament and attract greater and stronger resource investment from all social parties. Therefore, the lack of funds seriously restricts the development and marketization and commercial operation of this event.
Quantitative analysis of marketization operation
The SWOT-AHP model is used to analyze the judgment matrix of the advantages, disadvantages, opportunities and challenges of the marketization operation of Chinese middle school Taekwondo League, as shown in table 2:
Table 2. Inter-group judgment matrix of strengths, weaknesses, opportunities and challenges |
|||||||
Strengths |
Weight |
Rating |
Intensity |
Underdogs |
Weights |
Rating |
Intensity |
S1 |
0,3177 |
4,8 |
1,5250 |
W1 |
0,1016 |
4 - |
0,4064 |
S2 |
0,1692 |
2,8 |
0,4738 |
W2 |
0,0414 |
3,1 |
0,1283 |
S3 |
0,0645 |
3,2 |
0,2064 |
W3 |
0,0132 |
2,3 |
0,0304 |
Chance |
Weight |
Rating |
Intensity |
Challenge |
Weights |
Rating |
Intensity |
O1 |
0,1058 |
3 |
0,3174 |
T1 |
0,0711 |
2,5 |
0,1778 |
O2 |
0,0541 |
1,7 |
0,0920 |
T2 |
0,0231 |
1,6 |
0,0370 |
03 |
0,0711 |
1,2 |
0,0853 |
T3 |
0,0104 |
1,1 |
0,1144 |
Calculate the eigenvalues, eigenvectors and determine whether they pass the consistency test according to the above judgment matrix:
Table 3. Details of conformity test |
||||
|
Lambda Max |
CI |
CR |
Pass the conformance test |
S |
3,0285 |
0,0142 |
0,0274 < 0,1 |
is |
W |
3,0613 |
0,0306 |
0,0589 < 0,1 |
|
O |
3,0127 |
0,0063 |
0,0122 < 0,1 |
|
T |
3,0408 |
0,0204 |
0,0393 < 0,1 |
Development strategy selection of marketization operation
Calculation of strategy vector
The calculated force value describes the coordinates of each factor on the corresponding half axis of the coordinate system, and connects successively to obtain the strategic quadrilateral, as shown in figure 1.
Total strength, total weakness, total opportunity and total threat strength are as follows:
S=∑ Si= 1,5250 + 0,4738 + 0,2064 = 2,2052
W=∑ Wi= 0,4064 + 0,1283 + 0,0304 = 0,5651
O=∑ Oi = 0,3174 + 0,0920 + 0,0853 = 0,4100
T=∑ Ti= 0,1778 + 0,0370 + 0,1144 = 0,0414
According to the values of S, W, O and T, the center of gravity P point of the overall strategy quadrangle is determined, which is used as the basis for the selection of the overall strategy type. By calculating the center of gravity coordinates of P point:
P (X, Y) = (2,2052-0,5651) /4, (0,4947-0,3292) /4= (0,4100, 0,0414)
P (0,4100,0,0414)
Figure 1. Overall strategic quadrangle
Overall strategic quadrangle
The four variables of total strength S, total strength W, total opportunity strength O and total threat strength T are each half axes to form a four-half dimensional coordinate system.
As can be seen from the figure, point P is located in the first quadrant, belonging to the SO pioneering strategic area. Therefore, the overall strategy should be based on SO strategy, make full use of its own advantages and objective opportunities, but also take into account the ST resistance strategy, as far as possible to avoid the threat of external environment.
Market operation and development strategy
Improve the market organization and operation mechanism
Chinese middle school students Taekwondo league to gradually expand the market participation share, can consider the implementation of similar “step-by-step development” strategy, the “step-by-step development” applied to the internal and external system transformation: (1) external mechanism, the State General Administration of Sport Science and Education Department, China Middle School Students Sports Association, Taekwondo sports management center and other administrative departments of the management system reform step by step. That is, the management center should be properly separated from the functions of full operation, pay more attention to the competitive environment and the health of the market environment of Taekwondo League, and help, guide and improve the operating system of the market organization. The operation function will be handed over to the market management, continue to perform the supervision function, and research and promulgate the event policies and regulations more conducive to market operation, ensure fairness and justice, openness and transparency, and support the market operation of Taekwondo from the system. Chinese middle School students Taekwondo Branch should strengthen the initiative to promote the establishment of middle school students Taekwondo promotion committee in all provinces and cities across the country, and the association should also give technical support to the provincial and municipal promotion committee in all aspects; (2) the internal system, the national provinces and cities of middle school students take the initiative to set up taekwondo characteristic training team, to cater to the development of middle school students taekwondo league, and gradually with the social market. Give priority to the development and support of China’s provinces and cities and regions sports reserve key object units, and eventually form a driving role.
Innovation of competition rules to meet market demand
In order to adapt to and promote the marketization operation of Chinese middle school students Taekwondo League, all links should seek market opportunities from the perspective of the audience, and it is particularly important to adjust and innovate the competition rules. The adjustment of competition rules should not only ensure the fairness, justice and safety of the competition, but also make efforts to improve the audience’s viewing experience. The China Taekwondo League for middle school students takes the WTAe League’s competition rules as its general outline. Although relevant staff are constantly learning and improving the competition rules, they can’t meet the audience’s psychological needs on the whole. For reference to the successful and influential commercial taekwondo competitions in China at this stage, the competition regulations are relatively open, boldly breaking the competition rules, not using protective gear to fight, and strengthening the rules to encourage the hit at the same time, the intensity of the competition and the spectator are greatly improved. Chinese middle school students Taekwondo League players have a high competitive level, the league can learn from some successful commercial competitions, boldly break the competition rules, add exhibition matches to meet the audience’s psychological needs, improve the attention of the competition to win the market.
Reform of sports team management system
Materialization of taekwondo teams in middle schools: compared with commercial competitions, taekwondo teams in middle schools usually only carry out concentrated short-term training before participating in competitions, and the time and effect of daily training cannot meet the competitive level required by Taekwondo leagues. Therefore, in order to improve the overall level of athletes participating in competitions within the system, expand the scale of competitions and promote the marketization of Taekwondo competitions, it is necessary to first call for the establishment of professional taekwondo clubs in middle schools, which are managed and trained by middle schools, and set up a semi-professional team of league athletes, which can not only fully complete the tasks of competitions within the system, but also provide training for professional taekwondo teams. The team can also achieve the goal of professional competitions; Second, organize the management personnel in the club to realize the function transformation to the direction of brokers, responsible for urging and improving the daily training level and training intensity, and selecting professional taekwondo stars; At the same time, the middle school clubs can establish a convenient sharing network for venues, coaches, experience, etc., and then form a market pattern with taekwondo characteristics, from which to explore the new direction of taekwondo marketization process.
Strengthen the training of Taekwondo reserve talents: after Taekwondo entered the official competition of the Olympic Games, there are a very large number of practitioners in our country to pursue. Taekwondo clubs in our country are all over the streets and alleys, and the practitioners are basically teenagers. As the Chinese government attaches great importance to the public fitness and the construction of sports power, Taekwondo has attracted much attention as a national characteristic skill and attack sport. At present, when the education circle calls for the cultivation of students’ core qualities, Taekwondo has become an important issue in primary and secondary schools and colleges. From the perspective of the professional sports market, the training of Taekwondo reserve talents can directly affect the marketization and development level of the project. It is necessary to strengthen the work intensity of Taekwondo reserve talent training, set up and perfect the talent training system. At present, the reserve strength of Taekwondo in our country mainly comes from the Taekwondo students studying in sports colleges and universities, so it is particularly important to attach great importance to the development of the reserve talent cultivation base. Upgrading and updating the basic construction of teachers, training sites and supporting equipment in grassroots schools, improving the quality of Taekwondo reserve talents, making our Taekwondo talent training echelon present a scientific development trend, and adapting to the future Taekwondo professional arena is an important guarantee. In addition to the training of reserve talents in schools, we should also pay attention to the training of reserve talents in clubs, gyums and other enterprises, strengthen the contact between schools and social enterprises, create cooperative relations, support the development of amateur Taekwondo clubs, and provide a high-quality development platform for outstanding reserve talents in our country.
Build brand events and train sports stars
Event brand is the core product of the event, and excellent brand is the cultural basis for audiences, media, enterprises and other people to recognize and even have emotional dependence on an event. Sports stars are the image representatives of the brand, and one or several outstanding athletes have high news value, which is enough to represent the quality standard of an event. At present, the commercial taekwondo league competitions in China are evenly matched, the competition is fierce, and there is not yet a very prominent and well-known event brand. Therefore, the important weapon for Chinese middle school students Taekwondo League to build a market-oriented operation system is to create high-quality event brands.
Strengthen cooperation with sports intermediaries
At present, the organizers and co-organizers of various sports events are mainly responsible for ensuring the smooth operation of the events and coordinating the work of various departments, and few special teams are responsible for the marketing of the events. In such a market environment, sports intermediary came into being. It can connect sponsors and sponsored parties, provide more professional and standardized sponsorship channels and publicity means for sports events, and is one of the service forces to promote the marketization of sports events. Chinese middle school students Taekwondo League should actively cooperate with sports intermediaries and make use of the bridge of intermediaries to contract out the event marketing, so as to obtain more professional and specialized publicity services, which can not only focus on the quality construction of the event, but also save the publicity cost of the event. More efficient and low time cost to promote the market operation of Chinese middle school students Taekwondo league.
Development of sports event sponsorship and sports advertising market
Establish strategic partnerships with social enterprises: sports events and business sponsorship are mutually beneficial. To achieve the desired effect of commercial sponsorship and advertising, it needs the joint efforts of many beneficiaries. The organizers and organizers of sports events should establish close cooperative relations with social enterprises and integrate the advantages of all parties to play, in order to ensure the stability of sports sponsorship and sports advertising. To this end, the Chinese middle school students Taekwondo League should increase the publicity of the event at the same time, should be closely connected with the cooperative enterprises, with the help of TV networks and other new media platforms, sports events and commercial advertising clever combination, to achieve a win-win situation.
Enrich the carrier of sports advertising: fast-paced life and work fragment people’s time, and short news and short videos have become the new advertising carriers that dominate people’s fragmented time. Sports advertising should also conform to the development trend of The Times. It should release news, spread event news and share event content through mobile phone media terminals, and interact with the audience in real time through wechat, Weibo and other tools. The Taekwondo League of Middle school students in China should create more streamlined advertising content and rely on the network new media platform to rapidly expand the event publicity.
Pay attention to the guarantee system and strengthen the construction of medical team
First of all, relevant documents should be supplemented in the pre-competition preparation process to list the foreseeable danger situation in the course of the competition and find out reasonable solutions. Secondly, all teams should be focused on basic first-aid knowledge popularization before the game, so as to ensure that athletes do not suffer secondary injuries in the case that medical personnel cannot arrive on the field in time. Finally, China Middle School Students Taekwondo Association can develop and build a special medical team, which is recruited and trained by the association and is responsible for the association. Compared with the current emergency personnel only relying on local hospitals in the competition area, this measure can improve the targeted treatment of taekwondo athletes by the medical team and can also be used as a link in the market operation of Taekwondo league.
Strengthen the team and expand the influence of the competition by grasping the policy
In line with this is the enrollment policy of some colleges and universities in our country. Some sports colleges, normal colleges and comprehensive colleges and universities are gradually opening research directions such as traditional national sports and sports training and setting up enrollment places for high-level taekwondo athletes. Under the condition of dual preferential policies of sports association and relevant departments of the state, Taekwondo sports events should grasp the policy, on the one hand, let the event enter the campus, get more young people’s attention and love, actively supplement the amateur taekwondo training team, and expand the scope of participants to ordinary college students; On the other hand, give full play to the authority of the event results, provide more direct and convenient opportunities for taekwondo athletes to study, and strive to improve the overall cultural literacy of Taekwondo athletes.
CONCLUSIONS
Through the research, it is found that Chinese middle school students Taekwondo League has advantages in promoting school and market demand, showing the competitive charm of taekwondo and promoting the high-level competition of the project; The development of school sports industrialization, the increasing prosperity of fighting sports and the active promotion of relevant state departments provide better opportunities for the development of the league. At the same time, due to the lack of social influence of the league, the lack of communication media channels and the lack of fund chain of the tournament also pose a certain threat. Through the SWOT AHP hierarchical analysis, the marketization development type of Chinese middle school Taekwondo league is selected as: overcoming threats and grasping opportunities SO strong development path. According to the overall strategy model, firstly, the market organization and operation system of the league is established, and several levels such as development principles, development goals, implementation measures and competition guarantee mechanism are set up. Strengthen the means of commercial cooperation, enrich the cooperation projects between enterprises and competitions, vigorously build brand competitions, train tournament stars, and strengthen cooperation with sports intermediaries to achieve win-win results. Rational use of relevant national policies, expand the diversity of events, promote the reform of the management system of sports teams, expand the number of participating teams, expand the influence of events, improve the security mechanism, strengthen the construction of medical teams to ensure high-level athletes’ physical fitness. In order to promote the marketization of sports events in China.
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FINANCING
Fund Project: Education and Physical Education Teaching Project for Higher Vocational Colleges in Guangdong Province in 2022 (Project Number: 2022G080;).
CONFLICT OF INTEREST
The authors declare that there is no conflict of interest.
AUTHOR CONTRIBUTION
Conceptualization: Heming Liu, Fugao Jiang.
Data curation: Heming Liu, Fugao Jiang.
Formal analysis: Heming Liu, Fugao Jiang.
Research: Heming Liu, Fugao Jiang.
Methodology: Heming Liu, Fugao Jiang.
Drafting - original draft: Heming Liu, Fugao Jiang.
Writing - proofreading and editing: Heming Liu, Fugao Jiang.