Research On The Marketing Strategy Of Weitai Badminton School In Hengshui

In recent years,with the development and progress of the country and society,with the improvement of people's living standard,people have begun to pay more and more attention to the issue of health.The government also has continuously increased the investment and construction of sports infrastructure,and the consumption on sports and fitness has increased day by day.There is also an increasing emphasis on the health of adolescents.The sports training industry,which mainly focuses on young people,is developing rapidly,among which badminton training is increasingly popular.But in some small and medium-sized cities,such as Hengshui city of Hebei Province,the development of badminton training industry is slow.There are three main reasons.Firstly,the costs on badminton are relatively high,ant it is not easy to popularize badminton in the less developed areas.Secondly,people's consumption consciousness has not been awakened and the corresponding demand has not been fully tapped.Thirdly,the operation and management of badminton training institutions is backward and the profit level is not high,which is not conducive to the expansion of the scale.Weitai Badminton Training School of Hengshui City is taken as the research object in this paper.According to the marketing strategy theory in marketing management as the basis,the methods of literature,interview survey,questionnaire survey,mathematical statistics,etc.are applied to analyze the Weitai Badminton School's marketing environment,operating status,basic situation of consumers and consumer demand motivation.Hengshui city has not always attached great importance to physical education,but in recent years the policy environment gradually improved;The economic level is relatively backward,but developing rapidly;Weitai school's management and operation level is not high,the profit level is low,the scale development is slow;Market supply and demand structure is slightly unbalanced,the demand of basic level is still to be explored,the supply of high-end level is insufficient;The competition pressure of Weitai school from similar badminton training institutions is not too great,and the competition pressure mainly comes from other sports training programs.The aspect of consumers has shown a strong community character.The core demand and motivation of the parents for badminton training is the physical health,mental health and development of children.Students' family income level and parents' educational level are relatively higher,and their family situation is generally better.According to the above situation,SWOT analysis is carried out on the feather school: the strongth of Weitai school include professional coach team,scientific training methods and good condition training place.The weekness of the school is mainly limited by the badminton project itself,the management level is not high,lack of high-level professional coaches,etc.Opportunity aspect,mainly is the sports policy of the national,Hebei province and Hengshui city are favorable to the school's development;In terms of threats,it is mainly due to the increasing number and scale of other sports training institutions in the market,which has caused certain competitive pressure on Weitai school.Then,STP is applied to re-position the marketing target of Weitai School to satisfy the needs of middle and high-end market with adjustments of products and market target.And a series of marketing mix strategies are formulated for Weitai school from the aspects of improving product design,formulating flexible pricing strategy,combining multiple channels,combining multiple promotion methods,establishing complete coach management mechanism,establishing enterprise identification system,and formulating service standards.