Study On The Marketing Strategy For The Sport Tourism Products Of Yesports

With rapid economic development and people’s rising living standard in China, there has been greater demand for tourism products. As a new sector emerging with China’s social development, sport tourism has been very attractive to the capital market, and will inevitably become an investment hotspot. At present sport tourism has taken shape and been experienced rapid development in China,which however has been far from what expected to be an explosive growth. Despite the springing up of sport tourism companies, there has been no representative company with a major market share. The sport tourism sector is still faced with the problems such as how to formulate an appropriate product marketing strategy allowing quick market occupation.Founded in 2011, YESports Tourism Corporation (hereafter YESports) is one of the earliest sport tourism companies in China, mainly operating in spectator-oriented sport tourism. Over years of development, YESports has expanded to generally all the first-tier Chinese cities, contributing to its certain recognition in the local markets. However the company remains perplexed by various negative factors such as limited business scale, weak brand influence, limited marketing channels and inadequate staff, in the face of imminent market threat with the continuous market entry of competitors. Starting by introducing the development status of sport tourism products, this paper probes into the current market environment and marketing status of the sport tourism products of YESports based on the relevant research results, addresses the strength and weakness of as well as the opportunities and threats facing the YESports products (SWOT analysis), and, by STP analysis, defines the target consumer group and a more reasonable market position for these products. The paper further proposes an optimization plan for improving YESports’ products, prices, channels and promotional strategy including the specific actions for implementing these strategies, in the expectation to benefit YESports in maintaining and developing market for its sport tourism products.