A Study On Marketing Strategy Of M Balance Bike Club

For the past few years,preschool children product and service market ushers in unprecedented opportunities together with government policy support,consumption upgrade and execution of two-child policy.In the past two years,balance bike has progressively entered the public view.Balance bike is a two-wheeled sports event suitable for preschool children aged 2-6.By keeping pedaling on the ground to forge ahead,balance bike can exercise children's balance and coordination capacity.Meantime,balance bike-related family activities and events also turn diversified.Nowadays,balance bike has become a popular sports event among preschool children.Despite the explosive growth for a while,the emerging sports event remains in a niche stage with a huge space for further development.Exactly out of this reason,many institutions,individuals and organizations take notice of its alluring market prospects.Since early 2017,balance bike sports-related service institutions present blowout growth momentum across the country.Since the first half year of 2017,all sorts of sports event related to balance bike have been successively held.It is obvious that balance bike sports turns increasingly popular only after half a year's development.However,no mature operation model can be consulted as balance bike just emerges in recent years,and it sets the trend in China just few years later than foreign countries.Balance bike clubs in different regions learn from each other and altogether fumble along the way in operation.In addition to lots of pending management issues in operation,there still lack normative standards and mature operation pattern across the whole industry.My entrepreneur team founds the first balance bike club in Zunyi City of Guizhou Province and encounters plenty of unexpected difficulties and problems in operation and management process.Accordingly,research purpose of the paper is to instruct practice with management theories,formulate more scientific and reasonable marketing strategies and improve present business operation conditions.By way of literature review method,field investigation method and questionnaire method,the paper probes into the universal marketing and management problems existing in balance bike clubs,and combines with the real conditions of M balance bike club to design more sound marketing strategies.First of all,the paper carries out an in-depth analysis on the development process and operation features of M balance bike club,and points out the problems of its available marketing strategies with interview and questionnaire method.Secondly,it employs analysis instrument to analyze current marketing environment of M balance bike club,and investigates potential consumers to learn about their consumption needs and behaviors.Subsequently,it applies STP theory instrument in research analysis,gives a new positioning for M balance bike club,proposes an improvement plan for marketing strategies according to the real conditions of M balance bike club,and respectively starts from the perspective of product,price,place,promotion,participant,physical evidence and process management to design overall marketing strategies.In consideration of the short development history of balance bike sports culture in the wild growth stage,only few researches have been made about the operation condition of balance bike clubs,and not too much experience of former researchers can be drawn.The contribution of the paper is its citation of an individual case to analyze children balance bike club industry.The paper applies particular investigation methods to obtain first-hand research data and provides statistical evidence for the formulation of marketing strategies.Throughout the research,the paper expects to instruct practice with management theories,help M balance bike club practice advanced marketing philosophy,improve consumer satisfaction,continually boost core market competitiveness,and achieve social value and economic value by promoting children sports culture.