Successful marketing strategies for martial arts schools

Hyunmin Choi; Jin Sam  Yong

doi:10.18002/rama.v20i2.2515

Autores

Hyunmin Choi Department of Taekwondo, Youngsan University https://orcid.org/0009-0007-8029-3518
Jin Sam Yong Department of Taekwondo, Youngsan University https://orcid.org/0009-0003-3391-5987

DOI:

https://doi.org/10.18002/rama.v20i2.2515

Palavras-chave:

Artes marciais, desportos de combate, escolas de artes marciais, estratégia de marketing, STP, marketing eficaz

Entidades:

Youngsan University Research Fund 2025

Resumo

Este artigo aprofunda-se em estratégias de marketing eficazes para escolas de artes marciais, com foco nas ideias de três academias de taekwondo bem-sucedidas nos Estados Unidos. As informações foram recolhidas através de entrevistas com os fundadores dessas escolas, seguidas de uma análise das suas estratégias usando os princípios-chave de marketing de STP (Segmentação, Segmentação e Posicionamento). Nesse contexto, as academias de taekwondo de sucesso geralmente estão estrategicamente localizadas em áreas urbanas e suburbanas com alto tráfego de pedestres, promovendo um forte envolvimento da comunidade e atraindo crianças de famílias de classe média e alta que buscam disciplina, bem como programas voltados para a família. Para aumentar as matrículas e a retenção, essas escolas implementam estratégias de marketing direcionadas, incluindo imagem de marca premium, divulgação nas redes sociais e programas especializados que enfatizam o crescimento pessoal e o desenvolvimento de habilidades, com forte ênfase nos elementos culturais e na tradição asiáticos. Ao examinar esses exemplos do mundo real, escolas de artes marciais de qualquer estilo ou localização podem obter lições práticas para atrair e reter alunos.

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Biografias Autor

Hyunmin Choi, Department of Taekwondo, Youngsan University

Hyun Min Choi (PhD) (South Korea) is an assistant professor at Youngsan University. He researches in the fields of martial arts, taekwondo, and sports. He coached the Afghan taekwondo national team at the Beijing Olympics (2008) and the Thai taekwondo national team at the London Olympics (2012). He specializes in sports sociology and is a training expert. He previously worked at the Kukkiwon Research Institute and the World Taekwondo Federation. E-mail: sbvfef@hanmail.net

Jin Sam Yong, Department of Taekwondo, Youngsan University

Jin Sam Yong (PhD) (South Korea) is an adjunct professor in the Department of Taekwondo at Youngsan University. He researchers in the field of taekwondo studies. He worked as a director for the Busan Taekwondo Association for five years and served as the vice-president of the Asia-Pacific Marina Society at Pukyong National University. E-mail: yong_032@hanmail.net

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