Research On The Development Trend And Countermeasure Of Swimming Training Market In Xiamen City

With the progress and development of the society,the material life of the people has been greatly satisfied,and the demand for spiritual culture and sports health is increasing day by day.Swimming,as a sports program,is deeply loved by the masses.Swimming training market is developing rapidly in recent years,under the influence of the physical examination of various kinds of swimming training carried out in full swing,this article according to the sports marketing theory to swimming training market definition,using the literature material law,questionnaire survey method,interview method,field survey method,mathematical statistics and other research methods,to Xiamen 12 swimming training institutions as the research object,from the subject,object,two generous training institutions in the face of Xiamen swimming training institutions in the management and marketing were investigated,and compared with three outstanding city,at home and abroad countries,the lack of analysis and study of Xiamen swimming training market and advantages,And propose corresponding optimization strategy and future development trend.The following conclusions are drawn from the study:(1)the training market is booming and the training mode is diversified.Xiamen swimming training institutions is numerous,swimming training market has formed a certain scale,with growing economic steady development,the swimming venue construction,swim into the examination policy,swimming performance requirements,Xiamen swimming training market is booming.It mainly focuses on summer training,gradually diversified training forms,and gradually transferred from short-term and summer training to long training mode.Among them,the individualized private education and the overseas study tour mode are the most prominent,the institution management has the self-built swimming pool and the chain management.(2)the training courses are diverse and meet consumer demand.Xiamen swimming training market courses are divided into private,short-term and long training classes.Most of the training institutions have 10 periods of private education,60 minutes each class,and the teaching content is breaststroke.In the short term,there are 15 sessions in the summer,and 90 minutes in each class.The breaststroke teaching is the main one,and the freestyle and backstroke are complementary.Long training classes in large training institutions,more than 2times a week training,butterfly frog from four strokes full teaching.(3)the organization has a large number of high-quality talents,and the students have a deep understanding of swimming.The teaching staff is too young,and 50% of the teachers are engaged in training less than 2 years,and the teaching experience is not enough.60 percent of the part-time faculty,83 percent of the teachers have bachelor's degree or above,but the teaching experience is shallow.The overall education level of the management manager is on the high side.66.66% of the managers have no relation to sports.The motivation of students' swimming participation is to improve their ability to save themselves,strengthen their body and prepare for the examination.The environment of facilities is the most important factor for students to choose.The price impact is the most important factor.(4)the social swimming training institutions are not standardized.Comparative study on the leading swimming training market at home and abroad,xiamen haven't a targeted the local characteristics of administrative documents,excellent city training level,training direction Yu Changxun trend,the higher frequency at least twice a week training,training mode combining system,market and school cooperation,make full use of social forces to do sports.The school training assumes the responsibility of popularizing education,and the external club is responsible for the high level of elite education.However,few schools in xiamen are involved in swimming training,and the social swimming training institute is responsible for major swimming training.(5)Xiamen games grew rapidly,with the development of training and training.Xiamen's swimming events are gradually increasing,and the first two places of xiamen primary and secondary school swimming championships are eligible to apply for the junior high school sports special growth,which is the traditional swimming competition in primary and middle schools in xiamen city.The national children's swimming division can produce the proof of eligibility.Club major league links the national club system.Multiple matches complement each other and provide a platform for learning from each other to promote long-term development.(6)the organization's marketing method is single and lacks innovation.The promotion and marketing methods of swimming training are single,with a certain degree of combination of new media.WeChat has a high degree of participation in product promotion.Most training places have insufficient attention to the publicity and marketing of swimming training.The conclusions of the study are as follows:(1)to promote the participation of female teachers in Xiamen city swimming training market,and strictly require the certification;We will increase the training of managers and teachers and standardize the employment system.To promote the training of comprehensive sports talents in sports colleges;Promote the new media media and deepen the public awareness of swimming.(2)in Xiamen city swimming training market object: for swimming training products to the market positioning,development to study the high-end market,increase the chain operation side became popular in the market,pay attention to the development of potential customers.Expand individual advantage,enrich the private education service;Green cycle management,long training training;Pay attention to the word of mouth,membership management,cultivate loyal users,expand the hot market.We will carry out targeted training.