Research On The Current Situation And Marketing Strategy Of Basketball Training Institutions In Nanchang Under The Background Of "Internet+"

At the two national conferences,Premier Li Keqiang made the following instructions on the development of the sports industry: In the future,China will further promote sports reform,increase the supply of sports products and services,improve the level of sports health services,and make sports a part of a healthy lifestyle.The sports industry related policy dividends are continuously released and sports resources are diversified,forming a new development model of “sports +training institutions”.At the same time,the Internet + strategy,computer network technology,information technology,etc.gradually penetrated into the sports industry.Combine Internet technology with the sports industry to become the "Internet +" model.This model has better solved various bottlenecks in the development of sports training institutions,so research on this market has become a new research topic.At present,China's research results on sports training market can no longer meet the development of modern sports training institutions.At the same time,"Internet +Sports" as a new development area of the sports industry,at the beginning of its development,there are many problems that hinder the development of the sports industry.Therefore,based on policy guidance,theoretical vacancies and practical needs,the thesis takes this as an entry point and conducts in-depth research to promote the healthy development of sports training institutions.The paper mainly uses literature data method,expert interview method,field survey method,data statistics method,questionnaire survey method,combined with marketing related theories,taking Nanchang basketball training institutions as practical research cases,using PEST and SWOT analysis methods for Nanchang basketball.The training organization conducted a comprehensive analysis and concluded that the existence of basketball training institutions in Nanchang: the imperfect basketball training development system,the government's economic investment disadvantage,the low degree of professionalization of market developers,and the low level of basketball training coaches hindered Nanchang basketball.Training institution marketing development.At the same time,Nanchang basketball training institutions still have a large market upside in the aspect of network marketing.Based on this,the article combines the PEST advantage and opportunity strategy of the basketball training institution in Nanchang under the guidance ofChina's macro-policy guidance and actual market development.By improving the basketball training development system in Nanchang,expanding the capital investment of sports projects,and improving the quality of market developers,Improve the teaching level of basketball training instructors and promote the marketing development of basketball training institutions in Nanchang.Secondly,through the Internet + technology,user demand as a publicity point,based on the entire network data as the cornerstone,the "Internet +" marketing strategy planning,and further strengthen the core competitiveness of basketball training institutions in Nanchang City.It aims to provide reference value for the development of similar enterprises in the industry.