The Study On The Application Of Marketing Mix In Socialize The Service Of Nanchang Universities’ Sports Venues

With the improvement of people’s living standard, the increase of leisure time,the change of the way of life, the structure of people’s social demand has changedconstantly. In the sports aspect, the mass sports, especially the entertainment sportswhich takes the fitness and leisure as the main content, has got rapid development andpeople’s focus. Nowadays, the concept of "spend money on health","health first" andlifelong sports consciousness has strengthen. The sports consumption demand isincreased; the desire of participating in sports is stronger; the sport has became animportant part of people’s life. However, the lack of physical exercise places has beena common problem. College sports venues as part of the sports resources can be fullyused to serve the social demand, under the condition of satisfying the college teachingand training. A plenty of college sports venues are "vanity project", even being idledwithout people’s interest. University’s stadiums as public products have certain socialattribute. It is the basis of teaching, training, the development of athletics sportsenterprise and mass sports fitness. Under the market economy, the university’sstadiums completely free to the public are not realistic. It has certain significance ontrying on market-oriented path, adopting the way of marketing mix of Nanchanguniversities’ sports venues, socializing service and realizing the sharing of the sportsresources.Nanchang as the capital city of Jiangxi province has successfully held the7thNational City games in October2011. Under the background of such a good sportsatmosphere, the facilities of Nanchang universities’ sports venues have improved to acertain extent, which added a "new image" to Nanchang universities’ gymnasium.This research mainly adopts the method of document research, questionnairesurvey, interview, comparative analysis, field survey, mathematical statistics, logicanalysis and other research methods. And this study also has applied the sportsmanagement, sports economics, sports marketing and other related disciplines theoryto study the sports venues construction, management and administration of sportsvenues, sports resource allocation and utilization; Conducting the survey of currentsocialization service situation of10Nanchang universities’sports venues, includingthe Nanchang university’s sports venues socialized service policy, charging form,social service, social service projects and social services in the marketing problems;The study takes the comprehensive utilization of SWOT to the various factors in the social service of the current Nanchang university sports venues, and a detailedanalysis of Nanchang university sports socialization service provides feasibility basis,combined with the characteristics of universities and colleges in Nanchang city sportsvenues as well as the marketing mix strategy of its use. Mainly uses the modernmarketing theory:"4p+4c+4v" marketing mix;"Network marketing+service"marketing mix;"Experience marketing and sports marketing" marketing mix; tries onsocialized the Nanchang university sports venues service, as well as solves the needsof Nanchang physical training places of the masses to a certain extent and gets thereasonable use of Nanchang university sports venues. The study also providesNanchang university sports venues resources a reasonable configuration and use,shares and optimizes the college sports resources, gives theoretical reference for thehealthy socialized development of college sports venues.