The Research On The Online Marketing Strategies Of Children’s Sports Training Institution In Beijing

E-commerce, with the internet as the main carrier, is rapidly changing the traditional mode of business operation, making the online marketing a new profit opportunity for traditional enterprise development. How to conform sports training to the development trend of high-tech, diversifying marketing via the internet, and expand the market for the commercialization of sports training institutions become the issues that the enterprise management and marketing staff are concerned about. Although there are many literatures and researches related with the online marketing, studies of the marketing strategies of sports training institutions are limited in number, and there is hardly any study on the online marketing strategies of children’s sports training institutions.By using the methods of literature review, case study and interviews, this paper explores the characteristics of the online marketing strategies of children’s sports training institutions in Beijing. And here comes the conclusions:1. Children’s sports training institutions propaganda is inseparable from the support of various marketing strategies, and the network marketing strategy has become the market mainstream marketing strategy of children’s sports training. Carrying out online marketing is beneficial for enterprises or institutions to the establishment of a greater market space and better development.2. CUBK online marketing has adopted the strategy of establishing specialized portal websites and webpages for enterprises; product strategy for online sales; price strategy that charges the training course fee according to the sequence of the registration; distribution strategy that posts online information of cooperation and joined courses; promotion strategy that offers preferential prices for group-buying courses; customer service strategy that puts exclusive QQ number on the official website with consultants for answering the questions. These strategies are functionable in enhancing brand awareness, increasing customer stickiness and attracting more attention, but are not very satisfactory in terms of customer experience satisfaction and the customer trust degree. There is lack of professional web marketers.3. The online marketing strategies that have been adopted by Beijing children’s sports training institutions are websites/webpages, Weibo/ Micro message marketing on school and parent, BBS strategy, search engine strategy and so on, but there are still some shortcomings, for example, the low level Internet marketing, blind marketing without highlighting the characteristics of children’s sports training institutions.4. To improve the online marketing effect of children’s sports training institutions in Beijing, some strategies, such as network advertisement in the portal site in order to increase the level of professional, using some real cases for product promotion to increase WeChat propaganda and to enhance customer trust, optimizing the agency itself official websites and other Internet marketing platform to enhance the experience of customer satisfaction, can be adopted.