Characteristic Town Of Sports And Leisure Events In Yanbian Prefecture SWOT Analysis And Countermeasure Research

With the rapid development of China’s economy and the continuous improvement of people’s living standards,leisure sports have gradually become an important way for the public to improve their health level.The development and construction of sports and leisure characteristic towns can not only provide a new platform for the popularization of national fitness,but also promote the integration and aggregation of sports and other industries and promote the transformation and upgrading of industrial structure.Yanbian Prefecture is a hot land of football,with profound football culture.In 2021,Yanji City and Longjing City in Yanbian Prefecture were both listed in the "first batch of National County Football models",indicating that Yanbian’s football career has been recognized by the state.The development and construction of sports and leisure town with football as the core in Yanbian has unique advantages.Under this background,this study utilizes a case study of Longjing hailanjiang football culture town and scientifically puts forward some countermeasures for the development of Longjing hailanjiang football culture town.Accordingly,the current study aims at providing theoretical implications for the construction of sports and leisure Characteristic Towns in China.Based on previous literature,this study summarizes the basic situation of Longjing Hailanjiang football cultural town using field research,expert interviews,and questionnaire surveys.Meanwhile,the study employees the SWOT method to analyze the town’s own advantages,disadvantages,development,opportunities,and challenges.The results show that the football cultural town has an advantageous geographical location with a profound football culture.In addition,the football cultural town includes rich competitive resources and excellent hardware conditions,such as competition venues and related facilities.And there are some disadvantages in infrastructure construction,professional staffing,publicity,and promotion.However,since the supportive policies from central government,the rapid development of tourism and the implementation of the national fitness strategy,football culture town has ushered in new opportunities for development.Meanwhile,poor climatic conditions,increasing competition in the domestic soccer industry and insufficient development of the town’s sports industry have also posed challenges to the town’s development.Finally,the current study builds SWOT matrix and summarizes the development strategies for Longjing Hailanjiang football cultural town.From the S–O strategy perspective of theme deepening,the football cultural town should integrate sports events and tourism resources,create a new model of "sports events + tourism" and deeply dive football cultural resources.From the W–O strategy perspective of brand image,the football cultural town should broaden the ways of professional talent excavation and improve the efficiency of publicity and promotion.From the S – T strategy,the football cultural town should improve the utilization rate of venue resources,promote the integration of diversified industries,improve the event planning.From the W – T strategy of operational capabilities enhancement,the football cultural town should perfect infrastructure construction,and integrate new market elements in the construction process.