Research On STP Strategy Of Huaian HWD Taekwondo Club From The Perspective Of Social Demand

Popular Taekwondo is currently active in the national fitness market in the form of commercial fitness clubs.However,in the face of increasingly fierce market competition and complex social needs,many Taekwondo clubs’ marketing has gradually deviated from the social needs.Therefore,it is of great significance for the healthy development of the whole sports fitness industry to put forward solutions to the problems faced by the club.In this context,this paper takes Huaian HWD Taekwondo Club as the case study object,takes STP strategy as the theoretical guidance,and uses the methods of literature review,field investigation,questionnaire survey,Kano model analysis and interview to analyze the current situation of the implementation of STP strategy of HWD Taekwondo Club,aiming to reveal the problems existing in the application of STP strategy of the club,Around the market segmentation,target market selection and market positioning,the corresponding improvement measures are put forward.The results show that:The existing STP strategy of HWD Taekwondo Club has the following problems: insufficient market segmentation variables,broad but imperfect segmentation products;Lack of consideration of target marketing target and improper choice of target marketing strategy;Lack of consideration of market positioning and neglect of industry competitors.In view of the above problems,the corresponding optimization paths are: comprehensive application of key variables of market segmentation,focusing on the creation of fine segmentation products;Follow the target market selection criteria and scientifically select the target market strategy;Adjust their own market positioning and attach importance to their competitors.Finally,it is suggested that the optimized STP strategy can be implemented smoothly and effectively from the aspects of club organizational structure,venue facilities,service mechanism and funding sources.