Research On The Development Of Swimming Training Market For Children In Meizhou City Based On SCP Analysis Model

The opinions of the central committee of the communist party of China and the state council on strengthening youth sports and enhancing their physical fitness(zhongfa[2007]no.7)pointed out that "to strengthen the physical fitness of young people and promote their healthy growth is a major event related to the future of the country and the nation".To implement the spirit of the central document,in recent years,governments at all levels and relevant departments have taken many measures to promote the development of sports activities for young people and children,so as to strengthen the physical fitness of young people and children.As one of the most popular sports,swimming plays an important role in improving the health of children and teenagers.In 2018,guangdong provincial education department took the lead in making swimming a compulsory subject in the senior high school entrance examination.In this context,the study of meizhou children's swimming training market has important practical value and theoretical significance.In order to understand the current situation of the development of the swimming training market for children in meizhou city,find out the problems existing in the swimming training market for children in meizhou city,put forward reasonable Suggestions to solve the problems,promote the further benign development of the swimming training market for children in meizhou city,and promote the in-depth implementation of the national fitness program in meizhou city.This paper USES the methods of literature review,interview and questionnaire to collect the data needed for the research,and USES mathematical statistical analysis,theoretical analysis and other methods to analyze the collected data.According to the SCP analysis paradigm theory in economics,the SCP analysis framework of the swimming training market for children in meizhou was established,and the market structure,market behavior and market performance of the swimming training for children in meizhou were investigated.The main conclusions are as follows:1.The basic situation of meizhou children's swimming training market is as follows:In terms of training time,most of the swimming training for children is carried out in the summer vacation,and each training cycle is 10 days.The majority of a single session is 60 minutes.In terms of the standard of training content,more than 80%of natatorium administrators think that students can swim 25 meters in deep water at one time,and a small number of natatorium administrators think that they can master only one swimming style.In terms of the recruitment of coaches,more than 80 percent of the venues have one or two permanent coaches,and less than 10 percent of the venues employ temporary coaches.In the hiring of swimming coaches are required to have swimming social sports instructor certificate and lifeguard certificate.In terms of the number of employees and operation mode of the swimming pool hall,more than half of the total number of employees in the swimming pool hall are 6 or less.Most of them are contracted by individuals,and nearly 30%of the 7-9 employees are cooperative,while less than 10%of the 16 employees are hiredIn terms of training costs,the swimming pool hall spends 501-1000 yuan for each training session for each trainee,accounting for more than half.The profit mode and profit situation of the swimming pool hall,swimming training is the main profit mode of the swimming pool hall,and the profit situation of the swimming pool hall is generally good or even.2.The swimming training market for children in meizhou belongs to the low-concentration and oligopoly typeAccording to the interviews,the concentration ratio of meizhou children's swimming training industry is 75 CR8<85.According to the classification of bain's market structure,meizhou children's swimming training market is of low concentration and few decision type.Through the analysis of swimming training market,respectively,the number of students and the number of staff training market,children's swimming training market analysis meizhou city low number of relatively concentrated,according to the data analysis of the lorenz curve radian do not coincide with equal wiring,meizhou city,to the various swimming training of children's swimming training market of pool pavilion is a big gap between the number of admissions.According to the questionnaire survey and interview,it can be seen that the price differentiation of training is relatively small,but there are great differences in location,faculty and teaching level.There is a big difference in the proportion of male and female swimming coaches.Technical barriers to entry of training industry are relatively high.The government has a strong supervision of the swimming training market for children,and it will randomly test the water quality and sanitation and check the consistency of coaches' certificates.The exit barrier of meizhou children swimming training market is low and the exclusivity of assets is low.The market behavior generated by the practitioners of the children's swimming training market will have an impact on the structure of the market.Advertising behavior,organizational adjustment behavior and strategic behavior in market behavior also affect market performance,but market structure cannot be directly changed by market behavior.Government policies have an important impact on the development of the swimming training market for children in meizhou.3.The market behavior of meizhou children's swimming training industry conforms to the law of market developmentThe price behavior of the children swimming training market in meizhou is in line with the local people's economic development level and is consistent with the family's sports consumption level.Participants chose training courses based on teaching quality,not price.Therefore,practitioners must improve the quality of teaching if they want to maximize profits.Among them,advertising behavior has a relatively large impact on children's swimming training.When most parents are not familiar with the swimming pools,they can only rely on the advertising around them for reference and selection.The publicity of the training is mainly made up of leaflets and banners.A few large swimming pool pavilions also choose billboards and new media network publicity.Most of the operators of the children's swimming training market in meizhou invest in human cost to distribute leaflets,and most of them use information advertising(to convey the existence of training classes,teachers,teaching quality and price,etc.)when putting in advertisements,which makes them weak in the application of new media.In the children swimming training market of meizhou city,few large-scale horizontal merger of swimming pools.In order to expand the enrollment volume,the non-price strategy behaviors adopted by swimming training classes mainly include pre-sale training courses,bundled sales and tie-in sales,and even cost reduction by signing continuous lease.4.the performance of meizhou children's swimming market is mainly reflected in the control of advertising costs and reasonable control of the size of training classesIn terms of the performance of meizhou children's swimming training market,the vast majority of operators of the whole meizhou children's swimming training believe that the venues are profitable.In the market of children's swimming training in meizhou,most of the training courses are reasonably priced,in line with the local people's sports consumption level and consistent with the local economic development level.In most cases,the boss is not only the coach but also the staff responsible for enrollment publicity and logistics service.Therefore,the lowest cost of investment is relatively small.Most of the swimming pool training classes are one coach + one teaching assistant,which is highly matched with a 10-person training class,so that the teaching arrangement can be well satisfied and the teaching quality can be improved.According to the questionnaire analysis on the current situation of the children's swimming training market in meizhou,98%of the parents are satisfied with the training method adopted in the swimming training class,among which 32%are very satisfied.Parents are quite satisfied with the teaching level and teaching effect of swimming training,which shows that the teaching level of the training class in the whole swimming training market for children in meizhou city can be recognized by most people.This also indirectly shows that meizhou children swimming training class number control is more reasonable.