Research On Marketing Strategy Of Taekwondo Club In Liuzhou City Based On STP Theory

In recent years,with the development of our economy and the development of "Sports" 13th Five-Year "plan","National Fitness Program(2016-2020)"promulgated,people's living standard is increasing,and more and more attention to sports,to exercise the demand from scratch,this is undoubtedly a huge opportunity for business Taekwondo Club in China,but with the operation of the Taekwondo club's development and progress,facing the fierce competition environment and market structure changes,China' s operation of the Taekwondo Club in the management development process,existing problems have gradually emerged,the main problems are:the club organization is not perfect;the enterprise culture has not yet mature;service marketing management ideas are not clear;analysis of the market environment is not comprehensive,accurate market positioning is not on;Lack of depth analysis of consumers;can not attract and retain customers well;human resources and teachers can not keep pace with the market development of the club,poor overall service capacity and so on.Therefore,in order to make the operation of the Taekwondo Club can quickly adapt to the increasingly fierce competition in the sports industry environment,how to make the correct marketing situation analysis,how to carry out market segmentation,target market selection and market positioning research,reasonable marketing strategies and marketing strategies on the design is particularly important,is an important problem operating the Taekwondo club must be solved,has a practical significance and research value is more important.This paper uses literature method,interview method,field survey method,questionnaire survey method,mathematical statistics,logical analysis and other research methods,expounds the students status and operation status of Liuzhou operating the Taekwondo club.By comprehensively analyzing the macro environment of the basic situation,management of Liuzhou City Taekwondo Club market and micro environment,then the theory of STP analysis on Liuzhou operating the Taekwondo Club market,faced by geographical factors,population factors,gender characteristics,age structure,consumption motivation of Liuzhou operating the Taekwondo Club market segmentation the market,then combined with the target market selection criteria,business analysis of Taekwondo club's own actual situation and select target market.Through the above analysis,combined with the advantages of the club,Liuzhou Taekwondo Club market positioning,the club market positioning as high-end club market.In the market positioning,the use of 4P marketing strategy for Liuzhou City operating the Taekwondo club to make suitable for high-end Taekwondo Club Marketing Strategy in product,price,channel,promotion four aspects,and draws the following conclusion:The application of 1.STP strategy theory in the operational Taekwondo Club is suitable and profitable.At the same time,it has important enlightenment and significance to the operational Taekwondo club.2.,the specific situation faced by the operational Taekwondo Club in Liuzhou provides an opportunity for the effective study and utilization of STP strategic theory.3.any market can not be a single large,not a club can do everything,there will definitely be a advantage and a disadvantage,so we need to pinpoint their location of the club,for the funds of the club,we should avoid the edge,the development of other aspects the advantage of.The 4.main variables of natural quality factors should be Liuzhou operating the Taekwondo Club choice,according to income,education and age of the three variables combined with the analysis of the existing consumer market:under the age of 10 consumer groups,consumer groups,10-15 years old 15-20 years old group of consumers,consumers over the age of 20 group.So as to better realize the pertinence of its marketing strategy,as well as the uniqueness and professionalism of the service.5.Liuzhou City operating the Taekwondo club to brand positioning as the focus of the marketing strategy,not only to clear their own strengths,but also cultivate their own brand culture,based on the innovation of the teaching course to enhance the value-added services.The significance of this paper lies in:through the analysis of Liuzhou City operating the Taekwondo Club,not only to make all its activities aimed at marketing strategy is determined by the market environment and customer preference direction,pay attention to subtle changes in customer needs and services,so that it can better meet the needs of the market,seize the opportunity.And through the analysis of this article on the operation of Taekwondo Club in Liuzhou and the analysis of the conclusions,the other Taekwondo clubs how to adapt to the future of the Taekwondo market to provide reference.