The Research Of Changchun Swimming Clubs’ Marketing Statues And Strategies

In order to adapt to the changing market environment,seek for a more profitable margin and reach the development target,the swimming club should create practical marketing strategies.By analyzing the current status and problems of the swimming clubs in Changchun,,the author proposes efficient marketing strategies hoping to be helpful for the swimming clubs’ further development and also build a better business model.This research takes the swimming clubs in Changchun as the object of study.Through literature review,questionaire investigation,statistic methods and logical analysis to analyzes the currrent operating situations of the swimming club.By using 4R marketing theory from Reaction,Relativity,Relation,Retribution these four aspects,the author analyzes the current operating problems in marketing management situations of the representatives of swimming clubs in Changchun.,i.e.FeiYu Swimming Club,YuanHang Swimming Club,XinHangXian Swimming Club,YuMiao Swimming Club,BiShuiLanTian Swimming Club,YouYongZhiGuang Swimming Club.The conclusions are as follows:1.The general operation situations of swimming clubs in Changchun are not satisfactoryThe research results show that :though the geographical areas of swimming clubs mostly located in the business areas,which enjoys geographical advantages,but the number of club members is not prominent,the clubs where the number of members exceed 1000 or more only 6 clubs,and the profit situation is not positive..2.The implementation situation of the clubs’ marketing relativity strategy is not satisfactoryThe research shows: the quality of the clubs’ service in Changchun is not consistent;customer satisfaction surveys is not sufficient;the clubs are not fully aware of customers’ personalized demands and they are not good at customer relationship management.3.The implementation of the clubs’ marketing reaction strategy is not clearThe research shows: the positioning of target markets of the clubs is not appropriate;the clubs’ operation is highly influenced by seasons;brand promotion of the clubs heavily relied on customers’ recommendation;the clubs cannot meet customers’ diverse requirements.4.The implementation of the clubs’ marketing relation strategy is relatively goodThe research shows:the research shows the clubs’ consideration of customer interest is good,and customers are satisfied with the clubs’ priority consideration of customer’s interest and the clubs work crew’s interaction.5.The implementation of the clubs’ retribution strategy is not satisfactoryThe research results show:the clubs’ promotion forms are monotonous,the promotion results are depressing;brand stretching occupies a small portion of operation profit;fierce competition leads to decreasing of the profit margin;talents draining leads to the increasing overheads.Up to the research conclusion as above,the author’s suggestions are as follows:1.Increase the service quality;emphasize on the customer’s satisfaction investigation;set up the membership database to strengthen CRM system.2.Accurately position of target market;meet the customers’ diverse demanding;to strengthen the effect of oral spreading;strengthen the importance of brand shaping.3.Implement the loyal membership plan;increase the attention on the customers4.Carry out more promotion activies via internet;introduce talents training program.