Research On Development Status And Optimization Strategy Of Small Basketball Training Market In Wenzhou City

Small basketball sports refer to using small basketballs,courts,baskets racks,and specifically formulated basketball rules that meet the characteristics of children under the age of 12 to play basketball.The development of small basketball not only enables children to lay a good foundation in basketball since childhood,and stimulate their interest in basketball;it also expands the Chinese basketball population,improves the level of basketball,and lays a foundation for my country to reserve basketball talents.In 2017,the Chinese Basketball Association’s "Little Basketball,Big Dream" development plan was launched in Beijing,officially opening a new chapter in the development of small basketball in my country.Subsequently,small basketball games across the country were carried out in full swing,and training institutions and clubs for small basketball games gradually increased.At present,my country’s small basketball training market is still in the initial stage of development.Therefore,it is particularly important to study the problems existing in the development of the small basketball training market.The research takes 20 basketball clubs in small basketball training market in Wenzhou as subject,and conducts research on the basic situation of market entities’ development scale,managers,coaches,consumer groups,and also the promotion and market objects’ publicity and marketing,charging standards,service products.Research methods include literature review,questionnaire,expert interview,field investigation,mathematical statistics and et cetera.PEST analysis method is also combined to conduct a rational analysis and summary of the macro environment of Wenzhou small basketball training market.Finally based on the real dilemma,the article put forward the optimization strategy for the development of small basketball training market in Wenzhou,which aims to promote both the standardization and service quality of small basketball training institutions.The research conclusions are as follows:1.Wenzhou’s small basketball training market has a good macro environment: First,the combination of national and local policies.As a national sports health city and a national social force to run sports reform pilot cities,Wenzhou has strong private capital and powerful policies.Support;Second,Wenzhou’s per capita disposable income ranks among the top 20 in the country,with strong spending power,and the family’s investment in cultural and sports education has been increasing;third,Wenzhou’s small basketball population has been increasing year by year,and the public’s attention has been increasing;It is a market technology environment that actively follows up against the background of market demand.Therefore,the small basketball training market in Wenzhou City has huge development potential.2.From the development status of the main body of the small basketball training market in Wenzhou,it is concluded that the organizational scale of training institutions is unevenly distributed,the internal institution setting is imperfect,and the organization lacks management talents and standardability.Also,the teachers’ level is not high,the quality of training varies,and the effectiveness of training is not guaranteed.Therefore,the supply-side and demand-side management mechanism of the market entities is not perfect in Wenzhou small basketball training market.3.From the current situation of the object development of the small basketball training market in Wenzhou City,it is concluded that the publicity and marketing methods are relatively traditional;in terms of course fees,the regional charging standards are different;and the form and content development of tangible products are relatively complete.However,the satisfaction of intangible products and services needs to be improved.4.The current dilemma in the development of the small basketball training market in Wenzhou City: first,the development environment of small basketball has regional deviation;second,the number and quality of training venues are limited;third,the overall teaching level of coaches in training institutions is not high;fourth,training The organization lacks professional management personnel and evaluation;fifth,the agency has a single marketing and promotion method;sixth,the product needs to be innovated.5.Wenzhou small basketball training market development and optimization strategy: First,improve the development environment and promote market operation;second,improve site conditions,optimize cooperation methods;third,establish a teacher system,standard school norms;fourth,improve operations Model,create a standard evaluation system;fifth,broaden publicity channels to attract more students;sixth,combine the characteristics of children to innovate product content.