A Study on the Management of Taekwondo Centers in Miaoli Area

• Main Authors: Min-Hui Chen, 陳明蕙
• Other Authors: Yu-Kuang Yuang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/52030604768258124596

碩士 === 國立體育大學 === 體育推廣學系碩士班 === 97 === Taekwondo can be regarded as one of the most popular sports in Taiwan in terms of the great amount of its participants. Hence, the competition of Taekwondo became keen, and the market develops at very fast speed. Some training centers run well while others were in bad shape and closed. Under such circumstances, the issues on the marketing strategies and business management of Taekwondo training centers were brought forth in this stnay. 9 managers out of the 14 registered Taekwondo centers in Miaoli area were invited as the participants. The participants were interviewed with semi-open-ended questionnaires in order to gain insightful information on this issue. The SWOT the Strategy Matrix Analytic methods were, then, applied to help gain in-depth understanding of the advantages and disadvantages the centers of this area have and also the opportunities and competitions they are facing. Overall, the data collected was analyzed and interpreted for the purpose of bringing forth significant information and suggestions and, eventually, better strategies of management for this particular sports training centers. The results of the study are summarized as the following: 1. The management of Internal resources: Miaoli area has the advantages based on its location and convenient transportation. In addition, high-quality coaches are available complete curriculum plans and teaching methods are also applied to which can fulfill the learners and their parents’ expectation. The rich resources and coaching quality are able to inhance interactive relationship in the training environment, considered as an outstanding factor of managing advantages. On the other hand, however, there are still some challenges; for example, the lack of well-equiped facilities and the needs for better learning atmospheres and technical knowledge. It is also found that the coach’s knoeledge and abilities for better treatment of sports injuries are a major concern and need to be improved. 2. The management of External Environment: Miaoli is a comparatively spacious area, where the competition among Taekwondo centers is not so fierce and many of the participants are area-oriented and prefer to take part in the local centers. Additionally, sports promotion has been a top priority of the government policy and supported by the communities. With the increasing awareness of health and life quality of the public, the needs for more sports activities have been voiced and requested by more of the community members in Miaoli. These aforementioned aspects of this particular sports, then, provide the managers of the centers more opportunities to develop their business in terms of its quantity and quality. On the other hand, however, the circumstances of the economic recession, less family income, fewer children and academic-oriented education phenomenon are challenging the promotion of the Taekwondo centers in the communities. Furthermore, the prevailing internet video games and increasing after-school learning centers also make it less available for younger learners to get involved in the activities of Taekwondo sports. The above-mentioned are the threats for the external environment. 3.Strategies for the management of the Taekwondo center: (1) In terms of the SO strategy, innovative strategies should applied and more effective marketing and production strategies to the activities and management should be obtained. (2) In terms of ST strategy, the center’s service quality should be improved and multiple managements of the products should be developed. (3) In terms of WO strategy, it is suggested to reduce the cost of management and to increase the quality of the center’s professional competencies and facilities. Also, it is significant to utilize the area’s market for branding the business.