| In recent years,the country has continuously released the sports dividend policy and the sports industry has developed rapidly,which has made people's awareness of participating in physical exercise continuously enhanced.As a popular sport,badminton is deeply loved by the people.In order to meet the people's badminton training needs,small and micro private badminton training institutions in Changsha have emerged rapidly,which is conducive to promoting the development of badminton training institutions to a certain extent.However,there are also some newly established training institutions that have not yet developed.announce bankruptcy".Type in order to better promote changsha small private badminton training institutions in the development of changsha,let more love sports consumers to better participate in badminton,understand and know the real badminton,badminton the sport project can grow in changsha,this article USES the literature material method,interview method,questionnaire survey method,field survey method and mathematical statistics were investigated,using the method of stratified random sampling questionnaire survey,10 small micro private type with changsha badminton training organization marketing strategy as the research object.The research conclusions are as follows:(1)The investigation results of the market situation of private badminton training institutions in Changsha city show that:From the perspective of operators,training institutions are mainly distributed in school districts and residential areas,and most of the sites are rented.These two areas have a large flow of people,which is conducive to the development of training.From a consumer point of view,to participate in training is given priority to with primary and secondary school students,mostly by relatives and friends know to training institutions,to participate in the main purpose of the training is to keep fit,they preferred to choose training institutions factor is the teaching level of the coaches and charges,to some extent this show parents has formed the consciousness of physical exercise,want their children to learn a sport skill,and the degree of professional learning for training has certain requirements;From the perspective of coaches,most of them have received professional training and study,and most of them have bachelor degrees.However,the fluidity of coaches is relatively high,and there are many part-time coaches,which indicates that the technical level of coaches is relatively high,but the systems of various training institutions are not perfect enough.(2)Based on STP theory,this paper analyzes the market segmentation,market target selection and market positioning of small and micro private badminton training institutions in Changsha.Market segmentation is mainly analyzed from demographic variables,geographical variables,psychological variables and consumption motivation variables.The selection of target market is mainly analyzed from the aspects of development scale and potential,attractiveness of market segment structure,training market target and ability,etc.The market positioning is mainly analyzed from the aspects of competitive advantage,curriculum innovation and information communication channels.(3)Based on the theory of STP,relevant knowledge of marketing is used to put forward corresponding strategies to solve the current problems from the aspects of product marketing,price marketing,marketing channels and marketing promotion.Product marketing strategies mainly include: strengthening the comprehensive ability of coaches and enhancing the participation enthusiasm of students;Create special courses for training institutions and improve value-added servicesfor peripheral products.Price marketing strategy mainly adopts differential pricing method.Marketing channel strategy mainly adopts online promotion strategy and corporate sponsorship strategy.Marketing promotion strategies include holiday promotion,advertising promotion and experience promotion. |
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