The Development of the GROW-SWOT Model and its Implementation on the Operation of Amateur Youth Football Clubs in Guangzhou

Abstract

Youth football in China, especially in Guangzhou, a city known for its economic and athletic advancements, experienced rapid growth. This highlighted the necessity for an effective management approach to improve the performance of amateur youth football clubs, given the increasing public interest in youth sports. The objectives were to study the current situation of amateur youth football clubs in Guangzhou, to develop the GROW-SWOT Model with 4M Management Theory and its implementation on the operation of amateur youth football clubs in Guangzhou, and to evaluate the feasibility of the development model on the operation of amateur youth football clubs in Guangzhou. The study employed the Research and Development (R&D) methodology. Quantitative research used a questionnaire survey to investigate 185 consumers of amateur youth football clubs in Guangzhou, conducting descriptive statistics on the data. Qualitative research included interviews with 15 managers, 10 coaches, and 5 consumers from these clubs, integrating the GROW model and 4M management theory with SWOT analysis.The study results were as follows: 1. The current development situation of amateur youth football in Guangzhou was positive, youth had a strong love for the sport and parental support, and the coaches and training facilities were of high quality. However, issues such as a lack of professional knowledge among managers and a limited income stream were noted. 2. Based on the survey results, the PLACE model was established, encompassing five critical factors: P for Parental support, L for Love of youth for football, A for Amenities and facilities, C for Coaches comprehensive level, and E for Economic environment. 3. Through evaluation by connoisseurs and interviews with relevant stakeholders, the PLACE Model demonstrated high feasibility, guiding policymakers, and promoting sustainable development in the operation of amateur youth football clubs.

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