Research On Marketing Strategy Of Guiyang Ledong Mango Children’s Growth Sports Center From The Perspective Of STP Theory

Thanks to the guidance of sports industry policies,in recent years,the children’s physical fitness training industry has developed rapidly,playing an important role in developing children’s physical fitness,enhancing physical fitness,improving health,and tempering personality.With the rapid development of the children’ s fitness training industry,there are more and more related studies,but the research on summarizing the brand marketing experience of the industry is relatively lacking.With the help of STP theory,this study studies the marketing strategy of Guiyang Ledong Mango Children’s Growth Sports Center from three aspects: market segmentation,target market selection and market positioning,and summarizes the successful experience,aiming to provide useful reference for the development of other children’ s physical fitness training institutions.At the same time,in view of the main problems in the marketing process of Guiyang Ledong Mango Children’s Growth Sports Center,an optimization strategy is proposed to promote its rapid and orderly development.The relevant research conclusions are as follows:(1)Guiyang Ledong Mango Child Growth Center is a professional physical fitness training institution for the high-end market,mainly engaged in physical fitness,and concurrently engaged in balance bike,parkour,basketball,badminton and other course products,the institution pays more attention to the training and screening of coaches.The age of consumers in the institution is concentrated between 2-12 years old,most of the trainees participate in the training period is shorter,consumers pay more attention to the teaching ability of coaches when choosing institutions,students participate in training mainly to strengthen the body,cultivate the quality of will,most of the students are introduced by friends to learn about the institution.(2)Guiyang Ledong Mango Children’s Growth Sports Center used marketing personnel to investigate the physical fitness training market in Guiyang City in the subdivision stage,analyzed the questionnaire data obtained through software,clarified the commonality and difference of consumer needs,selectively increased attention to consumer needs,and finally determined the subdivision of the entire Guiyang physical fitness training market with three factors such as geographical factors,consumer age factors,and consumer psychological factors,on the basis of subdivision.After determining the target target of the institution is 2-12 years old and the family with high spending power,the selected target market is marketed by setting up full-time marketing positions,hiring marketing professionals and technicians,conducting marketing,and combining two different marketing methods such as joint marketing with schools and other training institutions and differentiated strategies(personalized marketing strategies for new and old customers).(3)Guiyang Ledong Mango Children’s Growth Sports Center through preliminary investigation and analysis to subdivide the market,and then according to the segmentation factors to select the target market,combined with its own reality,the current characteristics of Guiyang physical fitness training and consumer demand characteristics of market positioning,through the analysis of relevant interview data,Guiyang Ledong Mango Children’s Growth Sports Center mainly adopts five positioning methods such as product positioning,brand positioning,price positioning,consumer positioning,and training method positioning to create institutional characteristics.Gain a competitive advantage.(4)The reference significance of the early marketing experience of Guiyang Ledong Mango Children’s Growth Center to other institutions is mainly manifested in the following aspects: first,pay attention to brand building and create corporate culture;The second is to strengthen the tangible display and enhance the first impression;The third is to distinguish pricing and promote consumption;The fourth is to build institutional alliances and enrich sales methods;Fifth,pay attention to the training and screening of coaches to ensure the quality of training;The sixth is to increase the interaction between employees and consumers and stabilize the feelings of members.(5)Guiyang Ledong Mango Children’ s Growth Sports Center has several problems in the marketing process,such as imperfect service marketing process,service awareness to be cultivated,insufficient marketing publicity,lack of relevant health knowledge guidance courses,and long course cycle.