The Optimized Research On Off-season Marketing Tactics Of Shenzhen’s A Natatorium

With the influence of temperature change throughout the year， as well asconsumer preferences， the market in swimming pool industry has obvious specialpoints in the slack seasons. Zero profit or deficit makes swimming pool in the slackseasons a challenge to the business marketing strategy and marketing tactics, whichnot only should be a short-term action in tactics，but also an advantage of long-terminvestments for marketing strategy.This paper focuses on the combination of theory and practice as a guidingprinciple， and it use the slack season marketing theory and marketing tactics as theinstruction. According to The Marketing Theory of7Ps，and based on the presentsituation of A swimming pool in Shenzhen and the marketing environment in slackthe it faces, this article presents how A swimming pool should carry out thecorresponding marketing tactics to over the hump when facing the slack-seasonmarket.In this paper， related literature at home and abroad， first of all， it is researchon the theory of off-season marketing strategy. It including evolution of the basicideas of marketing strategy theory and off-season marketing strategy. Secondly，Using the method of SWOT analysis A swimming pool’s macro environment andmicro environment facing the slack seasons market. It is concluded that its advantageand opportunity as well as the disadvantages and threats. And then，through theanalysis of the off-season marketing tactics of Shenzhen’s A swimming pool, it showsthat A swimming pool have many problems existing in the marketing strategy.Thirdly， the targets of the off-season marketing tactics and club marketing strategyare put forward. According to them optimizing the off-season marketing tactics. Itincludes the adjustments of seven aspects including Participant， Product， Price，Place， Promotion， Physical Evidence， Process Management. In Participant， itis mainly to control human capital cost and motivate employees out of theslack-season depression; In Product，it implements the product diversification strategyand the strategy to improve the quality of service; In Price，it takes high pricepromotion strategy; In Place，it pays attention to the personnel communication andinhuman communication which includes media marketing-Wechat， news，activities， events， and the atmosphere–the packaged environment; In Promotion，it takes advertising and public relations strategy; In Physical Evidence， it mainly focuses on displaying of physical environment and communication; In ProcessManagement， it adopts the service standardization process management. At last，inorder to carry out the marketing strategy，it emphasizes the guarantees of theexecution, the positivity and the technology of implement.