Research On Marketing Strategy Of A Badminton Stadium In L City,Shandong Province

Badminton is a popular sport,but compared with other stadiums,badminton stadiums are relatively few,and the operation effect is mostly poor.This has a great relationship with the problems of single sports items,high occupation rate of sports ground and high operation cost of badminton hall.Overall,badminton halls have great marketing pressure,especially in small and medium-sized cities with low economic development level and weak people’s fitness concept.L City in Shandong Province has a strong sports culture,and the municipal government also attaches great importance to the development of sports and fitness.However,1 city’s economic development level is general,people’s consumption level and expenditure are limited,coupled with people’s weak concept of fitness,relatively few people go to the badminton gym for fitness.Facing the fierce competition from the fitness industry such as gym and gymnasium,the operation of badminton hall is very difficult.A badminton hall is a relatively large badminton hall with an early start in L City.However,in recent years,with the increasingly fierce competition in the fitness market,the marketing volume of a badminton hall is declining year by year.After the interview,it is found that a badminton hall has great problems in the product marketing strategy.Therefore,it is necessary to change the business situation of a badminton hall through the improvement and perfection of marketing strategy.Firstly,the paper introduces the external environment and internal resources of a badminton stadium,discusses the current situation of the marketing strategy of a badminton stadium,and analyzes the existing problems,such as:the products are not rich,and the service needs to be improved;Promotion means are monotonous,and we media channels are not fully utilized.On the basis of understanding the needs of consumers through investigation,this paper studies the improvement and improvement measures of the marketing strategy of a badminton stadium through STP theory and 7Ps service marketing theory,such as building a smart badminton stadium to improve customer experience;Improve the hardware and software facilities of the badminton stadium;Expand the business of badminton hall;Make full use of traditional media and modern self media to carry out publicity and promotion activities,etc.Through these measures,improve the core competitiveness of a badminton stadium,improve the service level and customer experience,reduce the operation cost,and finally improve the operation of a badminton stadium.The improvement and perfection measures of this product marketing strategy can provide reference for the construction and development of badminton halls in other small and medium-sized cities in China.