태권도장 활성화를 위한 시론적 논의

Marketing Strategies for Vitalizing Taekwondo Studios

The purpose of this study is to suggest marketing strategies for vitalizing taekwondo studios. To attain the goal, ethnographic research was done with seven executives of Korea taekwondo Association and parents to figure out their complaints about the studios. To vitalize taekwondo studios, this study will provide discussions and marketing strategies. The subjects had an interview, and after transcribing their interview in general and discussing it, this author has gained following results: According to the general results of this study, first, environment in taekwondo studios is particularly more appropriate for children than other facilities to conduct physical activity. Since taekwondo training is scientific and systematical, children can attain physical development, social adaptability, sociality development, and emotional development. Also, with taekwondo, children can get character education, too, with a spirit of taekwondo. Second, taekwondo training helps elementary students to cultivate taekwondo skills and also have peer relationship at a taekwondo studio; therefore, they become more positive and vigorous and can realize sociality development righteously in colorful environment. In other words, taekwondo training allows them to be equipped with the sound body and soul. Third, taekwondo helps adolescents to have righteous character. It is a martial art aiding them to have just and righteous values. In addition, taekwondo lets them enhance physical self-efficacy and self-esteem with an indomitable spirit and helps them to be confident wherever they go. Fourth, for the middle-aged and late middle-aged, facilities like a shower or individual locker should be equipped as they demand those. Aside from taekwondo, programs like taekwon POPS, core training, or self-defense martial arts programs should be induced for physical beauty care. Lastly, for the aged, taekwondo is an exercise influencing their functional fitness, body composition, and vascular elasticity postiviely.