Market Positioning And Marketing Countermeasures Of Sanda Training Under The Background Of "Internet +"

Along with the development of the market economy and the enhancement of the concept of sports consumption,the people's demand for sports has changed,and leisure and entertainment has become the first choice.As a traditional sports competition in China,Sanda is no longer suitable for the current sports.Demand,and how to promote Sanda better marketing is an urgent problem that needs to be solved now.Under the influence of the national fitness era and the Internet era,Sanda has ushered in new development opportunities and challenges.As the political,economic,cultural and technological center of Shandong Province,the development level and speed of Sanda are at the forefront relative to the province.The distribution of training venues is mostly in Lixia District,Licheng District and Shizhong District.The Changqing District is the least,the regional development is unbalanced,and its development potential has yet to be explored and expanded.In order to promote the promotion and development of Sanda in Jinan City,this paper takes the training market of Jinan Sanda as the research object,and uses the relevant theoretical basis of marketing,using literature data method,questionnaire survey method,expert evaluation method and mathematical statistics method to analyze Sanda.Training market characteristics,investigate the demographic characteristics,consumption status,satisfaction of Sanda training consumers,the general situation of sports consumers,discuss the target market of Sanda training,comprehensively evaluate the influencing factors of Sanda training market expansion,and This proposes marketing strategies for the Sanda training market,and the results show that:1.The target audience of the Sanda training market in Jinan is mainly limited to young people.The market size is small.The functional development of Sanda training is limited to physical functions,non-experienced products and services,limited added value,student experience and learning enthusiasm.Both are limited.Based on the current total consumption of sports consumption and project distribution and consumption satisfaction in Jinan City,in the context of “Internet +”,in order to expand the future Sanda training market,we should focus on the special group of urban high education young people.2.The urban residents' sports activities in Jinan City are mainly engaged in outdoorleisure projects.The proportion of people in the fighting competitions is low,and the satisfaction with sports and fitness services is low.The time,income and the geographical location of the venues have become obstacles to Jinan.According to the above analysis,the factors of sports consumption in the city are: in the case of residents participating in sports events and watching the events,Sanda is a marginal or niche project.It has certain limitations of indoor venue training,so it promotes its marketing.According to the niche market and long tail theory,we should explore products or services that can satisfy consumers' needs and enjoyment,pursue personalized service and demand,and build the sports life style and subculture of Sanda lovers as the niche point of their marketing.3.Influencing the expansion of the Sanda training market in the context of “Internet +”,the quality of coaches,the number of coaches,the development of online curriculum resources,and the development of offline course resources are among the highest,reflecting human capital and Content capital is the most important factor.The key to the expansion of the Sanda training market under the background of “Internet +” lies in the “internal cultivation”,that is,the transformation of the idea of ??simply providing skill-based courses,relying on innovative practitioners,and tapping the Sanda movement.The rich content and content carrier of the project.4.In order to provide consumers with more fresh and experienced Sanda training products and services,to form good consumer satisfaction and loyalty,according to 7P marketing theory to integrate products,prices,channels and promotional strategies,unique Sanda training content,Through the integration of social media,the formation of multi-level distribution of prices and channels,creating a "full industry chain",stimulating more people to have an interest in Sanda,and raising awareness of Sanda through marketing models is a top priority.