Research On Marketing Strategy Of Xuzhou Olympic Sports Fencing Club

In recent years,with the improvement of people's living standards and the strong support of policies,the sports and health industry has developed rapidly,and various sports training institutions have sprung up and thrived.Xuzhou Olympic Sports Fencing Club responded to the policy call and was established in 2018.Relying on the high-quality resources of Xuzhou Olympic Sports Center,the club has engaged in extra-curricular fencing training for children and achieved good results.However,due to the low popularity of fencing sports and the lack of experience in the development of fencing clubs in second-and third-tier cities,the club now faces problems such as insufficient club members,which need to be addressed urgently.In this thesis,we systematically analyze the current conditions of Xuzhou Olympic Sports Fencing Club,and through student survey and market survey,accurately locate the problems that the club is facing.Then,combining the basic theories of marketing,we use SWOT analysis and the Porter Five Force Model to analyze the market environment facing the club.Finally,we provide solutions for the club's current problems,and develop detailed marketing strategies and marketing strategy optimization measures for the club,using the STP model and 7P marketing mix strategy.This thesis uses field research method,literature analysis method,survey questionnaire method and other research methods.It focuses on the formulation of the marketing strategy,marketing strategy and guarantee measures of Xuzhou Olympic Sports Fencing Club,and provides systematic planning guidance for the future development of the Club.Since fencing clubs have just emerged in second-and third-tier cities,there is still little research on the marketing of fencing clubs in these cities.Therefore,the research results of this thesis can provide references for the development of other fencing clubs.