Research On The Optimization Of Marketing Strategy Of Lanzhou BC Training Institution

Due to the rapid development of multimedia and the widespread use of smartphones,the proportion of young people in China accessing and using electronic products and the internet is increasing,and the lack of regular exercise activities and other factors have led to increasingly serious physical fitness problems among young people.With consumer upgrading and the support of a series of national policies,more and more parents are beginning to attach importance to physical education,and the potential for physical fitness training is huge.However,while physical fitness training is growing rapidly today,the field of children’s physical fitness training is still facing serious problems such as shortage of personnel,uneven coaches,lack of venues and facilities,and an inadequate curriculum.Due to its short history,Lanzhou BC Training Institute is under strong competitive pressure in the field of children’s sports training in the region,where there are not only the most well-funded and comprehensive children’s fitness training centers,but also a variety of institutions that are professional or offer fitness training.In order to enable Lanzhou BC Training Institute to take its place in the fierce market competition,this paper presents a systematic analysis of the existing marketing system of Lanzhou BC Training Institute and provides a reference for Lanzhou BC Training Institute to optimize its marketing strategy mix in line with the market development,as well as for other physical fitness training institutes to develop a reasonable marketing strategy mix.This paper firstly introduces the background and significance of the research,the research content and ideas,the research tools and methods,as well as a review of the relevant theories of marketing,including the definition of key concepts,the 7Ps theory and the STP theory.Then,the current situation of Lanzhou BC Training Institute was sorted out,and the existing marketing strategy problems of Lanzhou BC Training Institute were identified and the causes of the problems were analyzed by means of research questionnaires and interviews.Secondly,PEST,Porter’s five forces model and SWOT analysis tools were used to analyze and discuss the macro environment and industry environment of Lanzhou BC Training Institution,as well as the internal and external strengths and weaknesses and the opportunities and threats faced by them.Based on the above research and analysis and the actual market situation,the STP theory was applied to segment the target market of the institution,and the segmented target market was selected and evaluated to determine the market positioning of Lanzhou BC Training Institution.Finally,based on the above research results,according to the 7Ps theory of service marketing,the seven aspects of product,price,talent,service channels,promotion and publicity,tangible display and process management are optimized,and a marketing strategy combination adapted to the development of Lanzhou BC Training Institution is proposed.Finally,the article proposes measures to ensure the implementation of the marketing strategy for Lanzhou BC Training Institute.The article ends with a review and summary of the whole article.The findings of this paper are based on market research,interviews and comprehensive analysis,and provide a reference for similar fitness training institutions to develop their marketing activities and promote the sustainable development of fitness training institutions.