| In 2016,in the "13th Five-Year Plan",the General Administration of Sport of the State put forward a clear direction for the development of sports,sports service industry accounted for more than 30% of the added value of the target.The introduction of relevant policies has not only demonstrated the great determination of "reducing the burden" of education in China,but also caused some changes in non-education training institutions.As the country attaches more importance to the physical quality of children and adolescents,various related policies have brought opportunities for the development of sports industry.Children’s fitness training market has gradually become a sports service industry recognized by consumers and supply and demand parties.Training institutions for children’s physical fitness play an important role in promoting children’s physical health.However,in our country,the market of physical fitness training for children started late.At present,the unified market regulations have not been formed,and there are still shortcomings in all aspects.Through the investigation and research of the children’s physical fitness training market in Chengdu,this study conducted research and discussion on the development of the children’s physical fitness training market in Chengdu,and analyzed the development opportunities and strategic choices of the children’s physical fitness training market in Chengdu.Various factors affecting the development of children’s physical fitness training market were found,and relevant suggestions and development strategies were put forward to provide theoretical support for the development of children’s physical fitness training market in Chengdu.Specific research steps are divided into the following aspects:The first is to summarize the relevant theories and research on children’s physical fitness at home and abroad.It includes research on physical fitness,research on children’s physical fitness,research on market management and operation of physical fitness training,and research on market development strategy of children’s physical fitness training.Firstly,the research uses the sports industry development theory and the general system theory in the sports industry economics theory.Combined with the SWOT analysis method,it establishes the internal advantages,internal disadvantages,external opportunities and external challenges of the children physical fitness training market in Chengdu.The second is the analysis of Chengdu urban children physical fitness training market development status.Although the physical fitness of children in Chengdu urban area started earlier,all conditions are available,superior resources.However,as an emerging industry,this industry faces great challenges in its future development.There are still problems such as differences in the level of teachers,lagging institutional management,diverse forms of content,lack of market norms and lack of consumer awareness among parents.The third is to collect the data information in the questionnaire and analyze the basic situation.Then,a qualitative analysis of the data is carried out by using SWOT analysis method.On this basis,the analytic hierarchy process is used to make a quantitative analysis of the data obtained before.The specific situation is as follows:two rounds of expert questionnaires were conducted successively using the five-level Likert scale.The coefficient of variation and Kendall concordant coefficient were used to test the consistency of experts and determine the evaluation index.The AHP is used to establish the judgment matrix,calculate the weight and test the consistency of the index.The strategic radar map was constructed according to the weight index,and the weight of the four strategic factors was cross-multiplied,Smax=S1=0.1026,Wmax=W1=0.0589,Omax=O1=0.0753,Tmax=T1=0.0627.The calculation results are as follows: SO=0.0077,ST=0.0064,WO=0.0044,WT=0.0037.The strategy with the highest intensity is SO pioneering strategy.Research Conclusion: The optimal strategy for the development of the children’s physical fitness training market in Chengdu urban area is SO pioneering strategy.The development of the children’s physical fitness training market in Chengdu urban area has both external opportunities and internal advantages.Give full play to its internal advantages and explore more external opportunities.According to the sequence requirements,it can be divided into the following strategies: SO pioneering strategy,ST fighting strategy,WO striving strategy and WT conservative strategy. |
