Study On Competitive Strategy Of Martial Arts Teaching And Training Institutions

With the continuous improvement of people’s living standards,coupled with the impact of the novel coronavirus epidemic,people’s demand for the pursuit of physical health has been greatly increased,and the sports industry has increasingly attracted people’s attention and national emphasis.In recent years,the development of sports training industry is particularly rapid and plays a decisive role in the process of Chinese sports industry to high quality development.The issue of "double reduction" policy has led to the transformation of disciplinary training institutions to quality-oriented education and training,and the competition in the sports training market has become increasingly fierce.As an indispensable component of Chinese physical training industry,Martial arts training industry also ushered in new development opportunities.At present,the lagging development of Martial arts education and training institutions cannot meet the diversified consumption demands of the people.This study takes the competitive strategy of martial arts education and training institutions as the research object,adopts research methods such as literature analysis,case analysis,field investigation and logical analysis,and uses analytical tools such as PEST and Porter’s Five Forces model to analyze the macro environment and industrial environment of martial arts education and training institutions.Combined with the analysis of the internal advantages and disadvantages of typical cases and the key factors of industry success,the value chain activities of martial arts education and training institutions are analyzed in terms of cost and difference,so as to determine their competitive advantages.Finally,the differentiation competition strategy is chosen as the main competition strategy of Martial arts education and training institutions.Specific conclusions are as follows:Sports industry,martial arts industry development and education and training related policies support and tilt the martial arts education and training industry,the development of martial arts education and training industry ushered in the tuyere of policy dividends;With the improvement of economic level and the change of consumption structure,the proportion of people’s investment in sports service industry is rising year by year.After the COVID-19 epidemic,people’s health concept has changed,and the consumption structure has promoted the change of education concept.Martial arts education and training institutions have ushered in new development opportunities in the post-COVID-19 era.In the industry environment,the biggest threat to martial arts education and training institutions is the bargaining power of suppliers,followed by alternative products or services and the bargaining power of buyers,and the least threat is the threat of new entrants and competition from existing competitors.The internal advantages of Martial arts education and training institutions lie in the perfect teaching system,excellent teacher conditions and strong consumer stickiness.The internal disadvantages are that sales and reception personnel need to improve their awareness of martial arts professional knowledge,professional competition ability needs to be improved,venue operation cost is high,some positions lack salary incentive,and staff loyalty is low.The key factors for the success of martial arts education and training institutions in the industry are the stable and reserve of high-quality teaching staff,the quality and radiation range of service products,the deep cooperation between schools and enterprises and the professional site facilities and equipment.By analyzing the value chain activities of Martial arts education and training institutions and the feasibility of the three competitive strategies,it is concluded that the competitive advantages of Martial arts education and training institutions in the main activities and auxiliary activities are differentiated competitive advantages,and it is appropriate to choose differentiated competitive strategy as the main competitive strategy.The implementation path of differentiated competition strategy of martial arts education and training institutions is product differentiation strategy,human resources differentiation strategy,service differentiation strategy,brand differentiation strategy;The implementation guarantee of differentiated competition strategy of Martial arts education and training institutions includes organizational guarantee,human resource guarantee and technical guarantee.