Research On Service Marketing Strategy Of Z Badminton Training Institution In Tianjin City

In recent years,the country has introduced policies such as “the National Fitness Plan(2021-2025)”and “the Opinions on Further Reducing the burden of homework and after-school Training for students in compulsory education”,It has made it clear that "taking young people as the main object,strengthening physical exercise for them and promoting their physical fitness".These plans aim to promote the development of national fitness at a higher level in the future.In order to better meet the people’s needs for fitness and health,badminton training institutions have rapidly emerged.However,domestic scholars’ research on service marketing strategies of badminton training institutions is still in the initial stage,and the development of badminton training institutions is still incomplete.This article’s research on service marketing strategies of badminton training institutions can effectively expand the application scenarios of marketing strategies and enrich the theoretical connotation of service marketing strategies.It provides reference value and significance for the healthy and sustainable development of badminton training institutions in the industry.Based on PEST and SWOT tools,this article first analyzes the marketing environment of Z badminton training institutions from the macro and micro environment aspects,and then designs a questionnaire on satisfaction with marketing strategies of Z badminton training institutions.Through the recovery questionnaire and data analysis,it includes seven aspects:product,price,channel,strategy,personnel,service process,and tangible display,Conduct a differential study on the service marketing strategies that affect Z badminton training institutions,and understand the problems existing in the marketing of Z badminton training institutions.Finally,based on the STP theory,this paper analyzes the market positioning strategy of Z badminton training institutions,and proposes targeted service marketing optimization strategies from seven aspects: product,price,channel,strategy,personnel,service process,and tangible display.In terms of service marketing strategies for Z badminton training institutions,based on the 7P marketing theory,this article has made improvements in terms of improving product design,improving quality,formulating reasonable and flexible pricing strategies,combining online and offline multi-channel strategies,enhancing promotion effectiveness through push and pull,establishing a complete coach incentive mechanism,service process strategies,and tangible display strategies.The research in this article can help Z badminton training institutions improve their service quality,consolidate their core competitiveness,and establish a good brand image.It can gain a place in the complex and volatile external environment,providing reference value and significance for the healthy and sustainable development of other badminton training institutions in the industry.