The Research On Marketing Strategy In Shanghai Pudong Natatorium

Facing the fierce market competition, any company has to carry on the continuous innovation, for innovation is the source to the existence and development of one company. The management idea of large-scale sports facilities is to make the guidelines and base for management. But, now the idea of the management of the large-scale sports facilities is backward. And the method of the management is simple, obsolete and lacks innovation.Many managers still can't get rid off the restriction of the old idea and method of administrative management. In the running of the facilities, they "wait, depend and want". Their notion and action hide bound by convention and "ask noting to have performed meritorious service, no mistake only".They arc not willing to develop the new item, try the new methods, and change the idea. Therefore, the method and level of management is backward and low.Furthermore, some managers have not formed the marketing management idea. They are not willing to develop the new market and wait for the customers coming themselves. Marketing means and tactics lack innovation and the ability of innovation is low. All those factors influence the result of management of the facilities.This research analyzes the macroscopic environment of the running of the sports facilities in Shanghai, including management and running tactics.Based Pudong Natatorium, the paper provides the theoretical support for on the management of the Natatorium.