Research On Belly Dance Marketing Strategy Based On STP Theory

In 2004,belly dance entered China as a dance sport.The diversified environment of China’s sports market is very beneficial to the operation and development of belly dance.However,in the process of competition with many fitness sports,the belly dance industry does not have the ability to distinguish and adapt to changes in consumer demand,and does not establish a marketing model suitable for its own development,resulting in a lack of market competitiveness.In China,it is healthy In the body market,it gradually moves towards "Marginalization".This paper uses the methods of literature,questionnaire,expert interview and mathematical statistics to analyze the marketing environment of belly dance,investigate the basic situation of consumers,and explore the current problems of belly dance marketing.This paper uses SWOT model to summarize the advantages and disadvantages of belly dance in the development of Nanjing sports fitness market,and subdivides the belly dance consumer market according to STP Theory: first,identify and understand the consumer preferences of each sub market,then select the sub market with development value and potential as the target market,and finally,according to the actual situation of market segmentation and target market,Determine the market position that conforms to the consumption preference of the target market,and then take the corresponding marketing strategy.The main conclusions of this paper are as follows:(1)The marketing environment of belly dance in Nanjing has both favorable and unfavorable factors for its industry development.Economic development provides good material conditions for belly dance,but social and cultural environment makes consumers have serious cognitive errors on belly dance.(2)STP marketing theory has important theoretical guiding significance for belly dance marketing.It not only provides theoretical basis for belly dance clubs,but also points out the business direction of making belly dance marketing strategy based on consumer demand.(3)The target consumers of belly dance in Nanjing are 18-45 years old,and the average monthly income of their families is more than 4001 yuan.The target market of belly dance is divided into short-term course experience market,exercise demand market and long-term interest development market.The product positioning of belly dance is to meet the needs of consumers and highlight the performance style of dance fitness Course products.(4)The products provided by Nanjing belly dance club should follow the pricing law of market economy,which is conducive to the development of belly dance market;the channel strategy of belly dance marketing should further utilize the power of media channels such as network and TV media.