Research On Marketing Strategy For "My Gym" Childhood Center In Beijing

"MyGym" was founded in 1983 by William Caplin and Yakov & Susi Sherman(Yakov & Susi Sherman).In 2009,MyGym entered China and quickly occupied China The early education market is well-known and powerful.As of 2018,a total of 30 provinces and regions nationwide have opened more than 400 "MyGym" early education centers,which have certain competitive advantages in the industry.However,the relatively small number of customers signed in Beijing has led to the slow development of the "MyGym" early education center in the Beijing area and the shrinking market.It is necessary to make targeted marketing strategies based on the actual local conditions and the characteristics of "MyGym".In the research process of this article,I first sorted out the current market situation,problems encountered,own characteristics and advantages of "MyGym" in Beijing,and pointed out that the main problems of the current marketing work are the shrinking market,low customer satisfaction,Insufficient brand influence,poor participation of the audience at the event,etc.In order to explore the causes of marketing problems in depth,a detailed analysis of the marketing environment is made.In the analysis of the macro-marketing environment,Beijing has a greater demand for early education.Although there are many early education centers and service organizations of the same type,"MyGym" still has a large development space and market space.In the micromarketing environment,by analyzing the industry environment,competitors,regional markets,customer needs and other content,it is found that there are relatively many early education products and enterprises in the Beijing early education market,and each is in a state of decentralized competition,each with its own characteristics."MyGym" has a relatively small market share and continues to shrink,facing a certain survival crisis.Finally,conduct a SWOT analysis,formulate the SO strategy that should be selected for the "MyGym" early education center,expand advantages,continuously innovate,and effectively play the advantage position of its own product capabilities.Based on market demand and new opportunities,the expansion of the Beijing regional market Share,increase product awareness,build brands and create effects,and enhance customer satisfaction goals.In order to formulate a targeted and practical marketing strategy and solve the problems in marketing,this study conducted a segmentation of Beijing's early education market based on geographic area and parental psychological dimensions,and finally determined that the target market was a prosperous downtown area,and the economic level High,focusing on cultivating children's personalized development of the 0-6 yearold child market,and clarifying the mid-to-high-end positioning of "MyGym" products and services.Based on the above analysis,under the guidance of 4Ps theory,formulate targeted marketing strategies,namely STP strategy,4P combination marketing strategy.Among them,the implementation of differentiated strategies in terms of products and services,the formation of personalized sectors and services in the industry,reflecting the targeted;price,according to different customer groups,price segmentation to meet different needs and enhance product price competitiveness;in terms of channels,Adopt multichannel strategy,and pay attention to the development of network channels,increase investment in physical marketing,improve the quality of marketing personnel,incentivize them,and achieve direct and resale effective cooperation to form a comprehensive three-dimensional marketing channel network;strengthen the design of promotional activities and increase the attraction of activities Power,set up activity patterns for groups of different ages to enhance visibility and brand influence.In addition,strengthen environmental construction,improve parental satisfaction,and provide support for corporate brand building.It is hoped that through the research in this article,it will be able to lay the foundation for the "MyGym" early education center Beijing market customers;gradually increase the influence and popularity of "MyGym" in the Beijing area,and form a strong brand effect;Provide useful reference for expansion,product design and marketing performance growth.