Research On Service Marketing Strategy Optimization Of JM Sports Company

The Ministry of Education began to implement football pilot cities across the country in 2017,because the football foundation is better,and Zhengzhou has become a key development target of football cities.And in the second half of 2020,the double reduction policy was issued,and the proportion of football in the recruitment examination in Henan Province increased,so that campus football and club training camps sprung up in large numbers.This is a sunrise industry with certain opportunities and challenges.JM belongs to Beijing JM Sports Industry Group,currently has three campuses in Beijing,Sanya and Zhengzhou,has been committed to the development of early childhood football education and the cultivation of youth football reserve talents,vigorously promote football as a sunshine sport,discover more football talents,and make a contribution to the construction of Zhengzhou as a football city.However,at present,JM Sports is in the initial stage,and it is obviously deficient in service marketing,as a service industry,optimizing service quality and improving the company’s existing service marketing strategy is a magic weapon to win the consumer market and seize market opportunities in the industry competition.This paper uses STP,7PS and other related theories,and uses literature research,questionnaire survey and qualitative analysis to study JM Sports’ service marketing strategy with the help of 210 valid sample questionnaires.According to data analysis,JM service marketing strategy has five major problems,including poor drainage product effect,weak channel construction ability,serious brain drain,lack of differentiated pricing,and insufficient tangible display",and puts forward five specific optimization measures,one is the optimization of the curriculum system,that is,the optimization of courses by market segment,the type of innovative courses,and the specific suggestions for improving the value-added services of the courses;The second is to optimize publicity channels,expanding from the aspects of specific measures of ground promotion strategy and network promotion measures;The third is to rationally allocate coaching personnel and improve them from the selection of talents,incentive talents and management talents;The fourth is to optimize the pricing strategy and make suggestions from three aspects: differentiated pricing,product portfolio pricing and promotional pricing;Fifth,the optimization suggestions for tangible display,respectively,from the environmental display,management and service display,and new media platform display.On this basis,in order to ensure the smooth implementation of optimization measures,four safeguard measures are proposed: organizational guarantee,cultural guarantee,capital guarantee and system guarantee.At present,the demand for sports training market is relatively strong and the competition is becoming more and more fierce,this thesis research provides a theoretical basis for JM Sports’ service marketing planning,which is conducive to the overall development of JM Sports in the future,and at the same time,enriches the service marketing case theory,and puts forward new discussions in sports training service marketing,which provides reference significance for the service marketing planning of peer practitioners.