Research On Marketing Strategy Of Xiangtan Badminton Club Based On STP Theory

In recent years,the country has determined the strategy of making sports a powerful country and encouraged nationwide fitness.With the implementation of the "double reduction" policy in2021,a new era of all-round development of quality education has begun.As an important part of the sports industry,the badminton training industry has ushered in good opportunities under the conditions of relevant policy dividends and its own advantages.The demand of the badminton market has expanded,the badminton clubs in Xiangtan have emerged rapidly,and the competition within the industry has intensified.Some clubs lack experience in operation and management,and focus only on the current dividends,which has led to many problems in school running and operation.Therefore,the management system of badminton training industry needs to be constantly improved,optimized and upgraded to promote sustainable development.This paper adopts the research methods of field survey,taking the marketing strategies of seven badminton clubs in Xiangtan City as the research object,surveys and interviews the operators,coaches and students of the seven badminton clubs selected,summarizes the operating status of the clubs,and conducts market analysis using STP theory on this basis,And put forward relevant optimization marketing strategies.The research conclusions and recommendations are as follows:Conclusion:(1)The products of Xiangtan Badminton Club are mainly badminton training courses for young people in primary and secondary schools.There are many part-time coaches.The club sites are concentrated in densely populated areas with large traffic and convenient transportation.(2)The product price of Xiangtan Badminton Club does not have a unified market standard,which is affected by the location,cost of each major club,the qualifications of coaches,teaching level and other factors.(3)The product promotion of Xiangtan Badminton Club mainly refers to the recommendation of consumers,followed by We Chat friends circle,leaflets and short video platform.(4)The market promotion of Xiangtan Badminton Club’s products is mostly a relief activity.For example,the preferential activities are carried out in the form of forwarding friends’ circle praise to achieve the purpose of publicity and promotion.The way is single and lacks attraction.Suggestion:(1)Product strategy: subdivide the market,establish advantageous characteristic courses,and increase the added value of products.(2)Product price strategy: establish market standards,reasonably set prices,and avoid adverse competition.(3)Product promotion strategy: expand the promotion channel effect.(4)Product promotion strategy: multi-dimensional promotion.