A Market Research and Analysis of YT Sport School

1、a market research and analysis of yt sport school论文摘要北京yt体校是xx区直属的一所专业体育学校，该校设在xx体育馆内，以该体育馆为我校训练基地。该体育馆建于1989年,1990年作为北京亚运会比赛场馆圆满完成亚运会比赛任务，也是北京市最早向社会开放的亚运会场馆。我校培养和输送了许多优秀的体育人才，其中包括为中国取得奥运会跆拳道金牌的罗薇和奥运会摔跤金牌的王旭。同时，我校也设有各项目业余体育培训班，由体校专业教练员进行直接授课。业余培训班中符合要求的优秀学生可以转入专业队进行培训，为国家队储备优秀的体育人才。1997年起，我校就已开设跆拳道业

2、余培训班，并培养出了一大批优秀的教练员与裁判员。随着2000年陈中在奥运会上取得第一块跆拳道金牌开始，近年来中国在奥运会以及世界锦标赛跆拳道项目上都取得了优异的成绩，随之，本地跆拳道培训学校也如雨后春笋般地增加起来，形成了跆拳道运动的市场化，我校招生率与以前相比明显下降。本论文通过设计问卷调查，加以实施后将调查结果与目标学校进行对比分析，找出我校的不足与现在市场的变化与需求，为学校提供最新的市场信息数据，以帮助招生部门制定新的招生计划，从而有效地提高招生率。本论文前期通过学校内部讨论、swot分析法等方法，找出问题所在，确定了本项目的目标。在计划执行过程中，通过对目标人员进行分组问卷调查后对调

3、查结果进行整理，并将整理后的数据与目标学校进行对比分析来了解市场的需求与变化从而得出市场调查报告。在后期计划评估部分，本论文将通过对招生部门人员的问卷调查或面对面交流等形式征询对市场调查报告的意见及反馈。经过前期周密的调查与分析及制定可行性计划，以及中后期严格地执行、分析与评估，此次问卷调查与数据采集工作顺利完成并达到了预期的目的。实践证明，通过问卷调查和数据分析，能够快速有效地掌握当前的市场信息，及时了解市场的变化与需求，使学校顺应市场变化，及时制定出新的招生教学计划，这对有效地提高招生率以及提升竞争力是至关重要的。关键词：问卷调查 市场调查 数据分析abstract this disser

4、tation presents a detailed report of project implemented to educe a market analysis report. in recent years, more and more taekwondo training classes have been set up which made the student number of our sport school decreased gradually. it is hypothesized that if the market research and analysis ar

5、e well implemented and we could get a better customer understanding and a market analysis report, then it will help our school to find better way to enlarge the enrollment. a 9-week project was launched to design and carry out questionnaires and analyze the market. scientific research methods of col

6、leagues survey, such as focus group, face to face interviews, and swot analysis were used in the analysis of the problems. i also adopted flowchart, project framework and several other methods in the design, implementation and evaluation of the project. project framework, activity flow chart with ta

7、me scale and project progressive checklist were used to monitor the project implementation. with all t members efforts, the project has finally achieved its goal; we have educed a market analysis report for the enrollment department. as a result, the new enrollment plan will be made on the basis of

8、the report.key words: questionnaires market analysis table of contentspages1. introduction 1.1 project background112. project rationale and project hypothesis2 2.1 project rationale2 2.2 project hypothesis23. problem analysis23.1 current business situation23.2 needs and wants analysis3.3 the swot an

9、alysis334. project design 4.1 project objectives 4.2 planning of activities 4.2.1 activities planned to take place 4.2.2 critical path of the planned activities 4.2.3 time-scale of activities 4.2.4 people involved and their responsibilities 4.2.5 cost analysis 4.2.6 plan for monitoring and evaluatio

10、n of the project 4.3 risk analysis 4.3.1 the potential risks analysis 4.3.2 protective measures to be taken4445567789995. project implementation and monitoring95.1 project implementation 95.1.1 general introduction of time, place of project implementation95.1.2 the working steps of implementation95.

11、2 monitoring of project116.project findings and discussion116.1results6.2discussion11117. conclusion11bibliography12appendix 1: the project framework13appendix 2: questionnaire 14a market research and analysis of yt sport school1. introductionour school, beijing yt sport school is a sport training s

12、chool with a very good reputation; it belongs to a state stadium beijing xx district xx stadium. we now have professional team of taekwondo and judo, and amateur training classes of taekwondo and karate.however, taekwondo market is becoming more and more competitive. in recent years, more and more t

13、aekwondo training classes have been set up in our district, and some elementary school and middle school have set up their own taekwondo class. it made the number of our students decreased gradually. especially after this winter holiday, the number of students of the weekend-class decreased slightly

14、 as usually, but the number of students of tuesday and thursday-class decreased sharply. there are no more than 10 students at a class sometimes. the leader and coaches all feel an unprecedented pressure.in order to enlarge enrollment in the future, the schools leader had made a decision to carry on

15、 an enlarge enrollment project. the first part of the project is a market survey, which will mainly in the charge of the author, to have a better understanding of the situation we are facing. after i had a preliminary discussion with my colleagues on this issue, we have made a brief plan including s

16、econd measures.the first measure is questionnaire. we plan to design some set of questionnaires aim to our target groups and carry them out. the questionnaire is the main measure of our market research. i think its important and would help us a lot on customer understanding.the second measure is mar

17、ket analysis. there will be a team including 2-3 staff in charge of it. we will choose t 3-4 taekwondo training schools which are in the same scale of size and capital as us to be the reference and collect their information in the sake of educing a report on advantages and disadvantages of our schoo

18、l.1.1 project background our taekwondo school is located at xx district xx stadium. the school was founded in beijing almost 10 years ago. we now have professional team of taekwondo and judo. the professional team mainly trains athletes for the national team. as a type of physical exercise, we also

19、set up some amateur training classes of taekwondo and karate for sport enthusiasts. we now have 10 coaches and assistant coaches for amateur taekwondo training classes. since it is off-season, the student of taekwondo classes are 100 or so; when it gets in midseason, the number of students will be 1

20、20-40. i am a coach of taekwondo class. over the past few years, about 20 students have got their black belt successfully each year, and lots of students of our school have won the medals in taekwondo matches.as an earlier established taekwondo training school, the market competition was not very in

21、tense at that time, so we have been ignoring the changes of the training market. we just walk with our own pace. along with the success chinese taekwondo players have made in olympic games, taekwondo has been more and more popular in china these years. lots of taekwondo training school had been set

22、up, so had our school. some elementary school and middle school started their taekwondo class, too. since then, it is harder and harder to get learners enrolled as their choices widened.in order to make the market research more efficiently, an interview was carried on by me. through the interview, s

23、ome suggestions were come up with.in order to make better plans for a better survey, a better understanding of the current situation is necessary. so we carried out a swot analysis of it; it consists of our strength, weakness, opportunity and threats.2. project rationale and project hypothesis2.1 pr

24、oject rationaleregarding to the market research and analysis i would like to refer to the books i have read such as “sports and entertainment marketing”, “modern marketing practical writing” and “theory and strategy of sports marketing”. i quote some useful rationale for my project as below:1. organ

25、izations need to know about their competitors share of the market.2. many organizations rely upon continuous market research.3. there is a good chance that large competitors have a site on the world wide web. scan the information they provide on a regular basis.4. in order to discuss the differences

26、 between itself and its competitors, an organization needs to make direct comparisons.5. when discussing competition in business it is important to be able to balance negative aspects against positive aspects, or weaknesses against strengths.6. market research can focus on different aspects of custo

27、mer opinion. it can also collect different kinds of information.7. questionnaire is a common way of market research, is the most important approach of information collection, data processing and analyzing.8. we can get feedbacks from customers or consult experienced experts by face-to-face interview

28、 or telephone interview or survey questionnaire.2.2 project hypothesisit is hypothesized that if the market research and analysis are well implemented and we could get a better customer understanding and a market analysis report, then it will help our school to fine better way to enlarge the enrollm

29、ent.3. problem analysis3.1 current business situationas an earlier established taekwondo training school, the market competition was not very intense at that time, so we have been ignoring the changes of the training market. we just walk with our own pace. along with the success chinese taekwondo pl

30、ayers have made in olympic games, taekwondo has been more and more popular in china these years. lots of taekwondo training school had been set up, so had our school. some elementary school and middle school started their taekwondo class, too. since then, it is harder and harder to get learners enro

31、lled as their choices widened.3.2 needs and wants analysisin order to make the market research more efficiently, an interview was carried on by me. they are organized as follows: 1 director of taekwondo teaching department 4 coaches they are the colleagues who in charge of enrollment and teaching. t

32、hey are asked to give open answers to the following questions, which are set according to our desire of enlarging enrollment.l do you have any experience of market survey?l what kind of market research ways do you think will be efficient and helpful?l do you know how many new taekwondo schools there

33、 are in our school-hood? how much do you know about them?l can you give some suggestion or advices on market research of enlarge enrollment?l did you find its more difficult to attract new students to our school than before?l have you ever got complaints from students or parents? about what?suggesti

34、onsl designing different questionnaires for different target groups and carrying them out.l take advantages of internet to browse competitors websites to get more information about them, like their location, customers and teach methods.l regarding ourselves as interviewees to design the questionnair

35、es. after designing, we could try it out by ourselves in advance. l paying attention to the market changes all the time by all means.l new taekwondo skills like taekwondo dance are needed. l we have to update the teaching facilities in time.3.3 the swot analysisin order to make better plans for a be

36、tter survey, a better understanding of the current situation is necessary. so we carried out a swot analysis of it; it consists of our strength, weakness, opportunity and threats. our conclusion is shown as follows:strengths:l our school has a high reputation in the local area. l our school is one o

37、f the sponsors of taekwondo level test, black-belt test, referee qualification and coach qualification.l we have a strong coach team with high quality and rich teaching experience.l the professional taekwondo mats and teaching facilities are used at our school.l our school located at our stadium, an

38、d the rent is free.l we organize exchange training with korean taekwondo delegation each year. all of our students have exclusive opportunities to experience it.l all our classes are designed with high quality.weaknessesl for lack of market research experience, colleagues maybe impatient with the ta

39、sk and quit it.l the questionnaires might be refused or be filled perfunctorily.l the air in our classrooms is not as good as these are basements.l as our school is an old one, the teaching facilities are not so update and new as the other schools. opportunitiesl our school leaders strongly support

40、this task, so the budget for the market survey will be easily approved by them.l all staff is willing to help.l its easy to carry on the questionnaires among our students.l because most of our students are students at school, the questionnaires for potential customers of schools will be carried out

41、easily with our students help. l some elementary school, middle school and a university are in our school-hood. and there are a lot of potential trainees in them.l the current taekwondo training market is optimistic. along with the success, chinese taekwondo player have achieved in olympic games. ta

42、ekwondo has been more and more popular in china these years.l now beijing is carry on the national fitness campaign. more and more people realize that doing exercises is the best way to keep fit.threatsl there will be a mess period at the beginning with difficulties to design the questionnaires.l it

43、 will be difficult to carry out the questionnaires out of school. l there are lots of choices of sports.4. project design4.1 project objectivesthe problem that i will research is that our sport school is losing students in the intensive market competition. i am a taekwondo coach working for beijing

44、yt sport school, a professional sport school in training athletes for the national team and taekwondo amateur training. along with the success chinese taekwondo players have made in olympic games, taekwondo has been more and more popular in china these years. as we all know, the 2008th olympic game

45、will be held in beijing china. by then, there will be more and more people join in sports. therefore, i conduct this project in order to help our school to enlarge enrollmentthe goal of my project is to help our school to enlarge enrollment. the objectives are to get a better customer understanding

46、and educe a report on advantages and disadvantages of our school in order to help our school to increase enrollment rate by at least 10% by the next winter holiday.4.2 planning of activities4.2.1 activities planned to take placewhat i need to do is to think of all the things we will have to do to re

47、ach the goal and objective set up previously. i design a list of all the stages that i will go through and all the things that need to be done. the project is going to be carried out in the following stages:stage 1. analyzing needs and wants and getting proposali could carry out an interview of the

48、school leader and coaches in order to find out the needs and wants. according to the feedbacks we could lay a plan of the project.stage 2. designing and printing the questionnaires we could consult an experienced marketing consultant before designing the questionnaires, and then we could design it i

49、n a better way. then, we will conduct a pretest to make sure that all the questions are impersonal and reasonable and modify the questionnaires. after modifying, we have to look for a printery to print the questionnaire and wait for delivery.stage 3. carrying out the questionnairewe have to classify

50、 the questionnaires in different target groups as soon as they are delivered. and then will be the important step of the project is to carry out the questionnaire in different target groups.stage 4. processing data and analyzing the questionnaireafter all the questionnaires filled, we could start to

51、 process data and fill the data in to our prepared analysis forms to analyze the questionnaire.stage 5. carry out the market analysis and educing a market analysis reportlast but not least, we would choose 3-4 taekwondo training schools which are in the same scale of size and capital as us to be the

52、 reference and collect their information on the internet, and carry out a market analysis with both the questionnaire data and the competitor data to educe a market analysis report on advantages and disadvantages of our school. thus we have completely finished the whole jobs in this project.4.2.2 cr

53、itical path of the planned activitiesthe first and important step is that i will carry out an interview of the school leader and coaches in order to find out the needs and wants; i will also request them to give me some suggestions to the problems. according to the feedbacks we could lay a plan of t

54、he project.secondly, i will go to an experienced marketing consultant, who is my friend; she would give me some suggestions in market research and questionnaire designing. and then we have to design the questionnaire for different target groups. a pretest will be conducted to make sure that all the

55、questions are impersonal and reasonable, according the pretest, we will modify the questionnaires. after modifying, we will look for a printery to print the questionnaire and wait for delivery.thirdly, the preparation of carrying out the questionnaire will be classifying the questionnaires for diffe

56、rent target groups as soon as they are delivered. and then, the important step of the project is to carry out the questionnaire inside and outside our school on schedule.after that, we will start to process questionnaire data and fill the data in to our prepared analysis forms to analyze the questionnaire.last but not least, we will choose t 3-4 taekwondo training schools which are