天行apple

12014RetiredAthletesinChina2CONTENTCONTENTCONTENTCONTENTTOPICTOPICTOPICTOPICPAGEPAGEPAGEPAGE1.
ExecutiveSummary32.
ProblemAnalysis42.
1TheSportsSysteminChina52.
2CurrentSituationofRetiredAthletes82.
3CurrentPoliciesandSolutions103.
ProblemSolving123.
1ProposedBusiness123.
2MarketingMix123.
3SWOTAnalysis203.
4Implementation213.
5One-yearFinancialPlan223.
6ContingencyPlan234.
Reference255.
Appendix2531.
ExecutiveSummaryStartingfrom1984,thefirsttimethatnewChinatookpartintheOlympicGamessinceitwasestablished,Chinahasmadeagreatprogressinsportsundertaking.
Nowadays,Chinaisoneofthegreatestsportingnationsintheworld.
However,asthenumberofregisteredathletesgrows,thenumberofretiredathletesalsoincreaseseveryyear.
Ithasbecomeabigproblemforbothcentralgovernmentandlocalgovernmentonhowtoarrangethoseretiredathleteswhooncedevotedtheiryouthtothecountry.
Inthisreport,theChinesesportssystemandthecurrentsituationofretiredathletesinChinaisgoingtobeanalyzed.
Then,basedonthecurrentsituationofChina,asocialenterprise,calledTianXingJianSportsCentre,isproposedinGuangxiProvinceasatrailtohelptheretiredathletesre-employedandofferingskilledandeducatedworkforcetothesociety.
Someservicesaregoingtobeofferedtotheretiredathletesaccordingtotheirownpreferencesandabilities,forexample,theinvestmentcourses,lowinterestloanapplication,interestclassandinterpersonalskillstrainings,aimingathelpingathletesbetterintegrateintothesocietyafterretirement.
Finally,byconductingaSWOTanalysis,proposingafinancialplanandcontingencyplan,thefeasibilityoftheideaofTianXingJianSportsCentreistestedanditisbelievedthatTianXingJianSportsCentreishelpfulinsolvingtheproblemofretiredathletesinChina.
42.
ProblemAnalysisWiththerapiddevelopmentofChina,thecompetitiveedgeofChinaintheinternationalsportfieldisraisingandChinahasgraduallyclimbeduptothetopofmedalstally.
In1988,Chinahadgot4medalsfromSeoulOlympics.
In2008,Chinawon100medalsincluding51goldmedalsatBeijingOlympics.
ItisfoundthatChinagetsgreatdevelopmentinthesportsaspect.
However,behindtheglory,therehavebeenmanysacrificesfromtheathletes.
TheChinaathleteshavetogetintosportschoolsforintensetrainingsinaveryyoungage(around5to6yearsold)andgiveuptheiracademiceducationandevenchildhood.
However,mostofthemcannotreceivewhattheyshoulddeserveafterretirement,evenforthosewhohadbeenthechampions.
Takeaformernationalweightliftingwinner,ZouChunlanasanexample.
ShehasbeennamedasadisposableChinaathleteinanewspaperarticle.
Atthebeginningofhersportlife,Zoureceivedassuranceofherlife-longlivingfromhercoachbutthenshegotnothingafterherretirement.
ShegotobviousAdam'sappleandbeardashormonalpillshadbeentakentoboostherpowerforweightlifting.
Togetherwithherloweducationallevel(only65%-70%oftheretiredathletescanfulfilltheprimaryschoolgraduation)andlimitedskills,shecanonlyworkatbathhouseandfacethechallengesintherealworld.
Doubtlessly,China'ssystemcansqueezemoreelitesforgraspingthemedalsatOlympicbutatthesametime,more"disposableathletes"aregenerated.
ReferringtoChinaSportsDaily,almost80%of300,000retiredathletesinChinaarefacingunemployment,disabilityandunderprivileged.
Andmanyretiredathletesare5sufferingfrominjuryandhealthillnessbroughtbytheharshtrainings.
45%oftheretiredathletescannotgetplacementfromthegovernment.
47%oftheathletesinsportteamsdidnotevengetanofficialrecognition,whichmeanstheycannotenjoysocialormedicalinsuranceafterretirement.
Itisobviousthattheproblemofretiredathletes'settlementisinsevereconditioninMainlandChina.
Theseareringingthealarmofpublic.
ASocialEnterprisenamedasTianXingJianSportsCentrewillbeproposedtoactasaplatformforthoseretiredathletestostrengthenthemselvesandrejointheworkforce.
2.
1TheSportsSysteminChinaThesportssystempracticingbyChinaiscalled,'theNationalSystem'.
Thesystemviewsthenationalinterestasthedestination.
Thereforethesystemholdstheideaofusingtheresourcesfromalloverthecountrytoconqueroneorseveralspecificarearatherthanconqueringallsportsareas.
Inaddition,inthissystem,governmenthasallthecontrolsovereveryissue,asthesystemiscompletelyrunbythegovernment.
Underthesystem,athletesinchinaneedtoundergoharshtrainingsasitisnoteasytogetintotheNationalFirstTeam,whichisthedreamofalltheathletes.
InordertobecomeamemberintheNationalFirstTeam,athletesfirstneedtobeinthesportsschool,andthenbeselectedtothedistrict-levelteam,followedbythecity-levelteamandtheprovincialteam.
Aftertheprovincialteam,potentialathleteswouldthenbeselectedintotheNationalSecondteamandiftheyaregoodenough,theywouldthenbepromotedtotheNationalFirstteam.
Therefore,asanathleteinChina,youneedtobeprofessional;howeveritisnotthateasytobecomeaprofessional.
Asdatashows6that,'Everyyear,thereareabout100,000studentsgraduatefrom"sportsschool".
Andeveryyear,onlyabout2,700quotasinprofessionalteamscanbeprovided.
Thechanceofbeingaprofessionalislessthan3%.
'(Huang,LiSheng),thereforethecompetitioninChinaisreallyintense.
FromtheYouTubevideo,thesituationintheChina'ssportsschoolisbeingpresented.
Thevideoshowstheharshtrainingsthatarefacedbythechildrenwhoenteredthesportsschoolataveryyoungage.
Thetrainingsinthesportsschoolaremainlyachievement-orientedwhichmaybringsomeverystressfultrainingtothechildren.
Also,inthevideo,aforeignathletecommentedontheChinasportsschools'situationas'jailsin19thcentury',whichshowsthatsomesituationsinthesportsschoolsarereallyterrible.
AdvantagesofthesportssystemAsthesystemisranbythegovernment,theultimategoalsofthesystemcansurelybereachedeffectively,sincethegovernmentcanensurethatthesystemistakingadvantagefromthecountry'soverallstrength,likethegovernmentcanusethemosteffectivesetofhuman,financialandmaterialresources,topromotethedevelopmentofChinesecompetitivesports.
Besides,astheathletesneedtogothroughalotofselections,thereforetheabilityoftheathletesintheNationalFirstTeamcanbeguaranteed.
Withthehigh-qualityathletes,theycansurelyincreaseChina'scompetitivenessandthusChinacanbeabletoachievegoodresultsininternationalcompetitions.
Forexample,inthe20087BeijingOlympics,ChinawonthemostgoldmedalinthetotalwhichwaswroteanewchapterinOlympichistory.
Moreover,asthissystemcontainslotsofselectionswhichproducehigh-qualityathletes,ithelpsChinatogaingreaterinternationalinfluenceinsports.
Ascountriesnowadaysnotonlycompleteonhardpower,butalsoonsoftpower,likethecompetitivenessinsports.
Thereforebydevelopingcompetitivesports,producinghigh-qualityathletesandachievingsignificantresultsininternationalsportsevents,China'sinternationalinfluencecanbepromoted.
DisadvantagesofthesportssystemAsalltheissuesarearrangedbythegovernment,thesportsinstitutionsororganizationshavetodependalotonthegovernmentdepartment.
Anapprovalfromthegovernmentdepartmentisneededforgettingthedevelopmentfunding,settingstaffwages,assigningsportseventoftheathletes,gettingconstructionsfee,etc.
Thismaycauselowworkingefficiencywithinthesystem.
Asonesingleissueneedtogothroughseveraladministrativeprocesses,itmayproducetheproblemofwasteoftime.
Besides,theathleteshavelimitedmobility.
Accordingtotheadministrativedivisionsystemmanagement,athletescanachieveverticalmobilitybyhardwork,butlateralmobilityisnearlyimpossible.
Thisrestrictionontheissueoffreeflowoftalenthasbroughttheproblemofwastinghumanresourcestotraintheathletewhoisplayingthesportswhichisactuallynotthemostsuitableforhim.
Also,itmayalsodamage8theself-autonomyoftheathletes,astheyarenotallowtochoosethesportswhichtheythinkisthemostsuitableforthem.
Moreover,thereistheproblemoftheretiredathletes,whichistheproblemthatwouldbefocusedinthisreport.
Asthereisahugeamountofretiredathletes,alotofsupportiveservicesorarrangementsareneededinordertosustaintheirlivingaftertheirretirements.
However,accordingtothegovernmentpracticeinnowadays,onlyaone-timepaymentwouldbegiventotheretiredathleteswhoarenotenough.
2.
2CurrentsituationofretiredAthletesAsallthetrainingandselectionactivitiesareallundertheNationwideSystem,thereareseveralgeneralcharactersofretiredathletesasfollowed.
LoweducationGenerallyspeaking,alltheprofessionalathletesinChinaarerequiredtostudyinsportschoolinordertotraintheminayoungandsuitableage,buttherearethreedifferentkindsofschoolintotalforyoungsterstostarttheirsportscareer.
Thefirstkindisthe"wholeconcentration"(三集中)sportsschools,inwhichstudentsspendalmostalltheirtime,includingtheirstudy,sportstrainingandaccommodation.
Thiskindofschoolisconvenienttomanage,thetraininghourisabundantandfixed,andsoathletesperformthebestbetweenthethreekindsofschool.
Thistrainingpatterniswellacceptedinalloverthecountry.
Amongdistrict-levelsportsschool,theproportionof"wholeconcentration"schoolsisabout50%,incity-levelisnearlytwothirds,andalltheprovincialsportschoolsareinthispattern.
9Secondoneistheamateursportsschool.
Studentsattendprimaryschoolsandmiddleschoolsasusual,butgotraininginamateursportsschoolafterclassfor1to1.
5hours.
Thethirdkindofsportsschoolswereheldbytypicalprimaryschoolsormiddleschoolsbyaddingathletestrainingschemeasoneofthepartsoftheirschoolcurriculum.
Theperformanceofathletesfromthesetwokindsofschoolisusuallylesssatisfyingthanthosefromthe"wholeconcentration"schoolsandbetterinacademicaspect.
Butthefirstkindisstillthemainstreamofall.
Whilethe"wholeconcentration"sportsschoolsperformingverywellinChinesesportssystem,italsomakessomeproblems.
Theeducationisthebiggestproblemcausedbythe"wholeconcentration"sportsschools.
Intheseschools,studentsspendalmostalloftheirtimeatschoolunderamilitarizedmanagement.
Theyhaveafixedtimetablearrangedbytheschoolwithlittletimetostudyandalmostnotimeforentertainment.
AccordingtothesurveymadeinPutiancity,only65%-70%ofthestudentscanfulfilltherequiredprimaryschoolgraduation.
MaterialConditionafterRetirementAthleteasacareerhasahighmorbidityeveninascientificandsafetrainingcondition,themorbidityofathleteswasmorethan20%(incomparison,themorbidityofpoliceis6%).
Normallythecareerlifeofathleteswillstopifthereareseriousinjuredandevenaftertheendingofsportscareer,sequelsmayalsobringretiredathletesintotrouble.
Moreover,undertheChinesesportssystem,unscientifictrainingwasusedfortimesinordertogetabetterresultinshortterm.
Therearecaseslikeusingtheandrogenstostrengthenupfemaleweightlifteroroverweighttrainingcauseddeformationofbones.
Thusathletesalwaysneedafirminsuranceforthemto10maketheirlifeeasierifthishappens.
Butthecurrentsituationofwelfareafterretirementisratherpoortoathletes.
45%oftheretiredathletescannotgetplacementfromthegovernment,whichtheyshouldget.
47%ofthetrainingathletesinsportteamsdidnotevengetanofficialrecognition,whichmeanstheycannotenjoyanyfreesocialormedicalinsuranceafterretirement.
CorruptionThematterofcorruptionappearsfrequentlyinChinesegovernment,soastheadministrationofsports.
Whendistributingtheallocationtoretiredathletes,betterjobswillbedistributedbytheleaders,normallyinaccordancetotherelativerelationshiporbenefitexchange.
Mostoftheathletesdonotcomefromrichfamiliesandbecauseofthat,theyusuallygetaratherpoorallocationafterretirement.
2.
3CurrentPoliciesandSolutionsTherearefourmainarrangementsfromgovernmentfortheretiredathletes.
CoachIfanathleteisveryoutstandingduringhisorhercareersuchasLiuGuoliang,afamoustabletennisplayerwhoarerecruitedasthecoachoftheChinanationaltabletennisteam,heorsheareverylikelytoberecruitedasthecoachfornationalteam,provincialteam,andetc.
However,thevacancyforteamcoachisverylimitedandhighlydependsonthereputationandachievements.
Formostretiredathletes,theymaynothavetheopportunitiestobeacoach.
FurtherStudyInsteadofbeingrecruitedasacoach,someathleteswouldchoosetofurtherstudyin11theuniversitiesorinprofessionaltrainingschoolsafterretirement.
However,furtherstudyrequiresacertainlevelofeducation.
Sincemostoftheathleteshaveveryloweducationlevel,itwouldbedifficultforthemtostudy.
Inaddition,theeducationfeewouldalsobeabigburdentothemsincemostoftheretiredathletesdonothavetoomuchmoney.
AdministrativeWorkAnotherarrangementistodosomeadministrativeworkinsportsinstitutions,socialenterpriseandpublicinstitutions.
Theadministrativeworkrequiressomebasicinterpersonalskillandcommunicationskill.
Onlyasmallnumberofretiredathletesequippedwithsuchskillandcandothejob.
Duetothelong-termenclosedtraining,mostathleteshavedifficultiesincommunicatingwithothersandsomeofthemevencannotwrite.
Totheseathletes,administrativeworkmaynotbeagoodchoice.
One-offSubsidyNow,themostcommonwaytoarrangetheretiredathletesistogiveone-offsubsidywithoutanyafterwardguarantee.
Mostly,thesubsidywouldrangefrom10,000to100,000RMBwhichishighlydependsontheachievementtheyearnedduringtheircareer.
One-offsubsidyiseasyforgovernmenttomanagebutitisnothelpfultoathletes.
Withoutanytrainingandskills,oncetheyspendoutthesubsidymoney,theirlifewillchangedramatically.
Althoughsomeofthemmayhaveveryhighsubsidyduetotheirgreatachievement,withoutanymoneymanagementskillsandknowledge,theywillsoonbecomepoor.
Therefore,one-offsubsidycannotsolvetheproblemfundamentally.
123.
ProblemSolvingBasedontheanalysisabove,withthegoalofhelpingretiredathletesintegrateintothesocietyandre-employed,asocialenterprise,calledTianXingJianSportsCentreisproposed.
3.
1IntroductiontotheproposedbusinessTianXingJianSportsCentre(天行健體育中心)isasocialenterpriseaimingathelpingretiredathletesre-employedinordertoimprovetheirlivingsituationafterretirement.
"TianXingJian"comesfromafamousChinesesayingfrom《周易》:"天行健,君子以自強不息"whichmeansthenaturerunslively,humansshouldalsobedeterminedandpositive.
Thispositivemeaningcanencourageandinspireretiredathletes,especiallythoseonesinbadsituation,tobehopefulagainandchangetheirsituationbytheirownhands.
TianXingJianSportsCentreservesasajobtrainingandintermediarycenter.
TianXingJianretrainsathleteswithsocialknowledgeandskill.
Theshort-termgoalofitisimprovingthelifeofretiredathletes.
Andthelong-termgoalistoincreaseskilledandeducatedworkforceinChina.
3.
2MarketingMixVariablesProductArangeofservicesisgoingtobeprovidedinthecenterforthoseretiredathleteswhoareregisteredasthemembers.
Firstly,forthefinancialaspect,grantswillbegathered13fromthefoundationforthoseinurgentneed.
Aftertheretirementoftheathletes,theycanreceiveasumofmoneyorcompensationfromthegovernmentandtheirdepartment.
However,theamountofthemoneyisfarfromadequatetomaintainthelongtermlivingoftheretiredathlete,andtogetherwiththatitisdifficultforthemtofindajobwithastableincomeafterwards.
Itisnecessarytoprovidefinancialaidforthemembers.
Also,helpingthememberstoapplyforloaninlowinterestratefrombankwillalsobedonebythecenter.
Financialplanningandinvestmentofthemembersisgoingtobeadvisedbythecenter.
Financialplannerswillbeprovidedforthememberssoastoassistthemtomanagetheirownsavingswell.
Whentheycanreserveacertainamountofcapitalafteraperiodoftime,theycansupporttheirlong-termlivingeasierandevenrunasmall-scalebusinessthemselves.
Temporarysettlementisgoingtobeoffered.
Aftertheirretirement,theyneedatransitioninordertoadapttothesociety.
Thecenterwillactasaplatformformembersbyhiringthemsothattheycanexperiencethedailyoperationinacomputer.
Atthesametime,morehelpersareavailableforcenterasonlyfourpeoplewillbehiredasthefixedfulltimestaffandmorehelperswillbeneededforworkssuchasassistancefortheinterestclassesprovidedforpublic.
Trainingcourseisintegralforstrengtheningretiredathlete'sskillsandability.
Astheyaregraduatedfromsportsschools,alltheyhadreceivedissportstraining.
Inotherwords,theyhavelackofskillsrequiredinworkplace.
Awidevarietyoftrainingcoursesshouldbearrangedformembers.
Languagetrainingisthefirststep.
MostoftheretiredathletesgotnotmuchaboutacademiceducationandonlyknowMandarin,14buttoseekajobopportunity,useofotherlanguagessuchasEnglishisindispensible.
Inthelanguagetrainingcourse,basiclanguageknowledgewillbetaughtandin-classspeechwillbedonebythememberstopracticespeakingskills.
Apartfromthelanguages,theirinterpersonalskillsarealsoneededtotrainup.
Astherewerelittlechancesforthemtointeractorcommunicatewithothersandtheyseldomgotgroupdiscussioninsportschool.
Interpersonalskillstrainingwillbeofferedformembers.
Socialskillsincludingcommunicationskillsweuseindailylifeforinteractionwillbetaught.
Learningtheseinterpersonalskillscanallowthemtocommunicateandcooperatewithothersfromsocietyinamoreefficientway.
Basiccomputerknowledgeandwordprocessingskillsareessentialifmemberswanttobeofficersorrunabusinessafterwards.
Itisnotsurprisingthatthoseretiredathleteshaveneverusedthecomputerandunderstandnothingaboutthedigitalworld.
So,teachingbasiccomputerknowledgetothemisamust.
Computerroomswillbeprovidedformemberstolearntheoperationofsomefundamentalsoftwareandhowtobrowseonlinethroughdifferentwebsites.
Trainingsofspecificskillswillbeavailabledependingontheirwillingnesstowardstheirfuturecareer.
Forexample,trainingsofhaircuttingwillbeofferedifthememberswanttobehair-stylistsorrunhairsalons.
Afterreceivingarangeoftrainingfromthecenter,preparingforjobseekingwillbedone.
Regardingtotheirlimitededucationallevel,assistantswillberecruitedforhelpingtowriteupcomprehensiveandstandardizeindividualpersonalprofilefor15everyretiredathlete.
Aftergettingtheirownprofile,memberscanstarttosendtodifferentcompaniestoseekforworkingopportunities.
Thememberscangetjoballocationbythecenter.
TherearethreemaintypesofjobincludingPEteacher,speakerforsharingtalksandcoach.
MemberswillbemostlysendingtotheprimaryschoolsorsecondaryschoolsinruralareaasthedemandofPEteachersinruralareaisrelativelyhighbecausepeoplearenotwillingtoworkatruralarea.
Whenthedemandishigher,theworkingopportunitiesforthememberswillalsobehigher.
Forthosewhoaremoresuccessful,theycanbeinvitedtotheuniversitiesorhighschoolstobethespeakersforsharingtheirexperiencewiththestudents.
Moreover,mostofthemembershavereceivedspecificsportskillandtraining.
Theyarecapableenoughtobecoachesinsportschools.
Throughthecooperationwithsportschools,itishopedthatthechancesofbeingcoachescanbegotforthemembers.
Thememberscanalsobehiredbythecentertobethecoachesofinterestclassesprovidedforthepublic.
Lastbutnottheleast,psychologicalcounselingissignificantforthosememberswhosufferfromdepressionandshadowsbecauseofthefailureandrigoroustrainings.
Mentalcounselingcanrelievetheirpressureandhelpthemtoturnanewleafoflife.
Also,regularmeetingswithcounselorswillbearrangedforthemembersinordertofollowuptheirstatus.
PricePricingstrategieswillbeappliedtosetarangeofchargeandfee.
Firstofall,5%commissionwillbechargedofthemembers'everymonthlysalaryintheirfirstyear16afterrejoiningtheworkforce.
Toensuretheinterestofbothparties(retiredathletesandcenter),acontractshouldbesignedbeforemembersstartingtheircareertomakeapromiseaboutallofthechargeandfee.
Astheperviouspartstated,therewillbeseveralservicefromcenterincludingCVwriting,joballocationandhelpingtoapplyforloanwithlowinterest,procedurefeewillbesettochargememberswhentheyusingtheservices.
Also,ifmemberswanttojointhetrainingcoursesprovidebycenter,theyneedtopaythecoursesfee.
Ascenterinvitesprofessionalsandexpertstoservethemembers,acertainamountofmoneywillbegivenforthoseprofessionalsassalary.
Somesportsinterestclasseswillbeopenedforpublic.
Classeswillbeformedbydifferentlevelsincludingyoungage,adultageandoldage.
Thesepublicclasseswillbetaughtbythemembers.
Toprovidesalaryforthemembersandearnincomeforthecenter,theparticipantsofinterestclasseswillbecharged.
Rewardswillberequiredwhensendingamemberasaguestforsharingtalksincolleges.
Therewardsfromcollegeswillbethesalaryforthememberandrevenueforthecenter.
PlaceTianXingJianSportsCentreisproposedtobelocatedatNanning,GuangxiProvince(廣西省,南寧市).
Guangxiprovincialsportsteamscontributealottothenationalsportsachievements.
17From1977to1985,athletesfromGuangxiwon30goldmedalsininternationalgames,42inAsiaand245inChina.
TherearemanyfamousathletesexampleslikeLiNing,etc.
.
However,GuangxiisnotaverydevelopedprovinceinChinaespeciallyineconomy.
AccordingtothedataprovidedbyChinesegovernment,bycalculation,Guangxicontributedonly2.
52%oftheGDPinChinain2013.
Consideringthetaxation,asaresult,theallowanceforsportsprogramisnotenoughtoprovideacomfortableretirementforathletes.
Thebasicone-offsubsidyforretiredathletesinGuangxistartsfrom5,000RMB.
NanningisthecapitalcityofGuangxi.
NanninghasaconvenienttransportationincludingarailwayjunctionfortheNanning-KunmingandHunan-GuangxiRailways.
InNovember2008constructionofahighspeedrailwayfromNanningtoGuangzhoubegan.
Nanninghasawarm,monsoon-influencedhumidsubtropicalclimate,withanannualmeantemperatureof21.
82°C(71.
3°F).
EntityshopisgoingtobeusedasthedistributionchannelofTianXingJianSports,whichmeansthatanentityshopisgoingtoberented.
Becausethecustomersareretiredathletes,fortheirconvenience,TianXingJianSportsCentrewillbelocatedinaratherneardistancefromGuangxiSportsSchool,WestofGongyuanRoad,theeastofRenminRoadBeiyiliandthesouthofZhonghuaRoadofXingningDistrict.
Accordingtothehousinginformationofthisdistrict,wecanrentunder90squaremetersatabout3,000RMBpermonthwithinadistanceof2kilometersfromtheGuangxiSportsSchool.
18PromotionPromotionworkswillbedoneontwosides,thesideofretiredathletesandthesideofcompanies.
Asononeside,theretiredathleteswithuniquebackgroundsandskillaresearchingforjobopportunities,andontheotherside,thecompaniesarelookingfortalents.
Ourcenterwillthereforeworkwithbothpartiesaimingtoreachawin-winsituationbymatchingtherightpeoplewiththerightjobs.
Forthepromotionsthatwillbecarriedouttotheathletesandpublic,successfulexampleswouldbeshownsoastotelltheathletesthattheycanalsobesuccessfulinotherfields.
FromthesuccessfulexamplesofAdecco,acompanywhichhasthesameobjectiveswithourcenter,wecanfoundthatawaterpoloathletecannowbecameamarketingspecialist.
Besidesusingsuccessfulexamples,traditionalpromotionstrategy,likepromotingthroughTV,newspaperandadvertisementwouldalsobeused.
Toattractmorepeople,theadvertisingtechniques,likecelebritiesappealwouldbeused.
Forexample,TianLiang(田亮)andLiNing(李寧)mightbeinvitedtopromoteourservices.
Forthepromotionstargetingthecompanies,thebenefitsofhiringretiredathleteswouldbestated.
Thecharacteristicsoftheretiredathletes,likegoodattitude,teamspirit,abilitytoplan,prioritizeandorganizeprojectsandgooddiscipline,wouldbepresentedinthepersuasivepromotions.
Aftergainingaccesstothepromotions,thecompaniesareexpectedtohaveabetterunderstandingtowardstheretiredathletes.
Inordertoprovidefurtherinformationtothecompanies,thecompanieswhohavepartnershipwiththecenterwillbeallowedtogainaccesstothecollectionofresumes19oftheretiredathletes.
Thereforecompaniescanchoosetheonewhotheythinkisthemostsuitabletoworkintheircompanies.
StakeholdersTherearefivemainstakeholdersofTianXingJianSportsCentre.
Theyaretheretiredathletes,thegeneralpublicpartners,themanagementteam,thesponsorsaswellasthegovernment.
Asfortheretiredathletes,whattheycaremostiswhetherthecompanycanhelpthemsolvetheprobleminaneconomicway.
However,whatthegeneralpublicandpartnerscareiswhethertheycangetbenefitsfromtheserviceweprovide.
Asthemanagementteam,whattheycareisthesuccessofthebusiness.
Sincemostofthemoneycomesfromthesponsorship,itrequiresTianXingJianSportsCentretomaintainagoodimageandreputationtoretainthesponsorship.
Finally,whatthegovernmentcareisthelegalaspectofthebusiness,forexample,whetherthecompanyhavealegallicenseforoperating.
203.
3SWOTAnalysisStrengthsWeaknessesGoodimage---solvingsocialproblemsComprehensiveservices---varietyofchoicesCustomizedservicesLimitedsourceofcapitalWeakbargainingpowertowardsgovernmentNon-officialcertifiedOpportunitiesThreatsGrowingsocialawarenessPositivegovernmentpoliciesLargeamountofpotentialcustomersUndevelopedindustryGovernmentinterventionsSinceTianXingJianSportsCentreisestablishedtosolvethesocialproblems,oneofthestrengthsforthebusinessistohaveagoodimage.
Inaddition,thecompanyisprovidingcomprehensiveservicesbyprovidingavarietyofchoicesandcustomizedtheservices.
However,itmaybedifficultforTianXingJianSportsCentretogeneratetoomuchmoneyandtheyhaveaweakbargingpowertowardgovernmentbecauseoncethebusinessisproposedandaskedgovernmentforcapital,thegovernmentmaythinkitisadenyofthecurrentworkofthegovernment.
Thus,itwillbedifficultforthecompanytoaskgovernmenttohelpsolvethefinancialproblems.
Althoughitisdifficult,thereisstillsomeopportunitiesintheindustry,sincethesocialawarenesstotheproblemisgrowingandgovernmentisalsotryingtosolvetheprobleminapositivelywayinsteadofneglectingit.
Inaddition,therearealargenumberofathletesretiredeveryyear,whichmeansthattherearealotofpotentialcustomerstothebusiness.
Finally,asanundevelopedindustry,theremaynothaveanyregulations21andlawstoregulatethebehaviorofdifferentcompetitors.
Thegovernmentmayalsointervenethebusiness.
3.
4ImplementationCurrently,therearefourdepartmentsintheproposedbusiness,Executive,PublicRelationship,MarketingandOperatingCommittee.
Executiveleadershipisactuallytheleaderoftheorganizationandmainlyresponsibilityforthegeneralmanagement,keydecisionmakingandworkingasthelegalpersonoftheorganization.
PublicationRelationshipdepartmentismainlyfocusontherelationshipmanagementwithdifferentstakeholdersandestablishthepublictrustforthecompany.
Asanimportantdepartment,marketingismainlyinchargeofapplyingthemarketingstrategies,maintainingthecustomerrelationshipaswellasdothepromotions.
Finally,operatingcommitteeisresponsibleforthedailyoperationanddealwiththeaccountingthings.
ExecutiveLeadershipPublicRelationshipMarketingOperatingCommittee223.
5FinancialplanRevenues:Commission48,000(40*12*2000*5%)Procedurefee4,000(40*100)Trainingcourses(toretiredathletes)20,000(40*500)Interestclasses(topublic)6,000(60*100)Chargeofprovidingspeakers12,000(500*12*2)Others(funds,sponsorshipandetc.
)200,000TotalRevenues290,000Expenses:RentExpense24,000(2,000*12)SalariesExpense96,000(4*2,000*12)InsuranceExpense20,000OtherExpense(e.
g.
operation,ads)130,000TotalExpenses270,000NetIncome20,000233.
6ContingencyPlanInthefollowingplan,situationsthatmighthappenwouldbeconsideredandpreventionsorsolutionswillalsobeprovidedsoastoavoidorsolvetheproblems.
Aftertheestablishmentofthecenter,thesituationoflossofkeypersonmightbefaced.
Whenakeypersoninthecenterdecidestoleavebecauseofhealthproblemorretirement,itmayaffecttheoperationofthecenter.
Therefore,inordertominimizethelossofthecenter,insurancewouldbeprovidedtothekeyperson.
Also,managerswouldidentifypotentialsuccessorsorleadersfromtimetotime,sotherewouldbepeopleabletotakeuptheworkofthekeypersononcetheydecidedtoleave.
Cross-trainings,referringtothecross-teamorcross-departmenttrainings,wouldbeprovidedtotheworkersothattheycanknowmoreabouttheoperationofthecenterand,again,beingabletotakeuptheworkofthekeypersononcetheydecidedtoleave.
Whenencounteringdeficit,thesituationwhentheexpensesishigherthantherevenue,promotionandoperationcostwouldbecutdown.
Asthecenterisfacingdifficultiestosupporttheoperation,servicewhichisthemostsuccessfulwouldbeconcentratedandthecenterwouldbespecializedinit.
Asthatserviceisprobablythemostwell-knownservice,thereforelesspromotioncostandhumanresourcesareneeded.
Asalotofpersonaldataoftheclientsishandledbythecenter,theproblemoflosingdatawilleventuallyleadtoseriouslyproblem,likeinformationsecurityandthecredibilityofthecenter.
Therefore,back-upandup-dateofthesecuritysystemwouldbecarriedoutonaregulatebasic.
I.
T.
expertwouldalsobehiredsothatadvisesand24suggestionsregardingthesecuritysystemwouldbeavailable.
However,ifthesituationreallyhappens,astatementofapologywouldbereleasedwithinonedayandthesecuritysystemwouldbeup-datedandre-establishedwithin48hours.
254.
ReferenceHuang,LiSheng,"AProbeintotheTrainingPatternofJuvenileAthletesofChina",inJournalofYichunCollege,169-172.
中國運動員自小離家殘酷地獄集訓嚴苛像19世紀監獄屈手腳狂哭,retrievedfrom:http://www.
youtube.
com/watchv=qkLZRYvVBEIBringeliteathletestogetherwithgreatcompanies,retrievedfrom:http://athlete.
adecco.
com/5.
AppendixTimelineGoalsActionsShort-termBrandawarenessandmarketpresenceAdvertisementsTV&NewspaperPoster,bannerandleafletsFreetrailMedium-termCustomerbaseandbetterorganizedThroughwordofmouthSocialactivitiesandeventstopromotethesuccessfulexamplesLong-termReputationandbecomethetopchoiceofretiredathletesLong-termcontractwithdifferentinstitutionssuchasbanks,schoolsandsportsteams.
26