文档介绍：学科类: 学号:100602050352
学校代码: 密级:
2014届本科生毕业论文
跆拳道营销策略研究
院系: 经济管理学院
专业: 市场营销
姓名: 朱武强
指导教师: 郑璐
答辩日期: 二〇一四年三月
毕业论文诚信声明
本人郑重声明:
所呈交的毕业论文《跆拳道营销策略研究》是本人在指导老师的指导下,独立研究、写作的成果。论文中所引用是他人的无论以何种方式发布的文字、研究成果,均在论文中以明确方式标明。
本声明的法律结果由本人独自承担。

作者签名:
指导教师签名:
年月日
摘要
跆拳道运动起源于朝鲜半岛,是以搏击格斗为基础,以修身养性为核心,以磨炼人的意志、振奋人的精神为目的的一项体育运动。跆拳道健身娱乐场馆遍布城市的街头巷尾,而中国武术套跆健身娱乐场馆在现代都市的数量却十分稀少,跆拳道的发展并不是偶然的,关键问题在于跆拳道迎合了市场的需求。本文先是对跆拳道作了简单介绍,再用SWOT分析法对跆拳道的优势、劣势、机会和威胁进行分析,对跆拳道有了更进一步地了解。通过4PS策略,产品、价格、渠道和促销总结出了跆拳道成功的一些营销策略和手段,有重视人才的培养,利用现代的营销理念等,最后就是分析跆拳道的成功之处对中国武术发展的启示。
本文有大量有关跆拳道营销策略的国内外文献作为理论基础,并通过文献综述法、逻辑分析法等方法总结并分析了跆拳道的成功之处,旨在为中华武术的发展起到一些借鉴意义。
【关键词】跆拳道营销策略跆拳道发展武术
Abstract
Tae kwon do movement originated in the Korean peninsula, is based on bat fighter, cultivate one's morality raises a gender as the core, to temper the will of people, encouraging the spirit of the people, for the purpose of a sport. Taekwondo fitness entertainment venues throughout the streets of the city, and the Chinese wushu set of kick and entertainment venues in the modern urban populations are very scarce, the development of taekwondo is not accidental, the key problem lies in the tae kwon do to meet the demand of the market. This article first introduced simply, and then use the SWOT analysis of taekwondo, the paper analyses the strengths, weaknesses, opportunities and threats, the tae kwon do have a further understanding. Through the 4 ps strategy, product, price, channel and promotion, summarized the tae kwon do some essful marketing strategies and means, with attention to the cultivation of talent, use of modern marketing concept, etc., the last is to analyze the ess of the tae kwon do the enlightenment to the development of Chinese martial arts.
In this paper, a large number of domestic and foreign literature about taekwondo marketing strategy as the theoretical basis, and through the method of literature review, logical analysis and other methods to summarize and analyze the ess of tae kwon do, to have some r