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Empowering High-Quality Development of the Chinese Sports Education Market in Light of the “Double Reduction” Policy: A Hybrid SWOT-AHP Analysis

Author

Listed:
  • Zelin Liu

    (School of Education and Psychology, Tianjin University of Sport, Tianjin 301617, China
    These authors contributed equally to this work.)

  • Xiyan Duan

    (College of Physical Education, Hunan Normal University, Changsha 410081, China
    These authors contributed equally to this work.)

  • Hongling Cheng

    (Department of Police Physical Education, Tianjin Public Security Profession College, Tianjin 300382, China)

  • Zhaoran Liu

    (College of Physical Education, Hunan Normal University, Changsha 410081, China)

  • Ping Li

    (College of Physical Education, Hunan Normal University, Changsha 410081, China)

  • Yang Zhang

    (Independent Researcher, Orlando, FL 34786, USA)

Abstract

Background: The “Double Reduction” policy changed the education market landscape overnight in China. This study aimed to develop a strategic development model for the sports education market within the context of the “Double Reduction” policy. Methods: This study employed a hybrid model of SWOT (strengths, weaknesses, opportunities, and threats) and AHP (analytic hierarchy process). First, SWOT factors were identified by a literature review and survey. In 2022, 30 managers and 251 parents from Changsha and Tianjin were surveyed regarding the sports education market. Second, five decision-makers from the Changsha sports education market performed a pairwise comparison of the AHP analysis, which was used to determine weights, consistency ratios, and intensities of SWOT factors. Third, the strategic vector method was used to develop the strategic development model. Results: Sixteen SWOT factors were determined. The strategic quadrilateral’s center of gravity is positioned in quadrant II (−0.0595, 0.0246). The strategic azimuth is 157.5°, and the strategic coefficient is 0.49. The strategic vector is located at the striving zone of the adjustment type. Conclusions: A conservative business strategy should be implemented in the current sports education market. Four novel strategies were proposed to support the high-quality development of the Chinese sports education market.

Suggested Citation

  • Zelin Liu & Xiyan Duan & Hongling Cheng & Zhaoran Liu & Ping Li & Yang Zhang, 2023. "Empowering High-Quality Development of the Chinese Sports Education Market in Light of the “Double Reduction” Policy: A Hybrid SWOT-AHP Analysis," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2107-:d:1044186
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    References listed on IDEAS

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    1. Lijia Guo & Jiashun Huang & You Zhang, 2019. "Education Development in China: Education Return, Quality, and Equity," Sustainability, MDPI, vol. 11(13), pages 1-20, July.
    2. Lee, Seungbum & Walsh, Patrick, 2011. "SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport," Sport Management Review, Elsevier, vol. 14(4), pages 361-369.
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