Research On The Marketing Strategy Of Paison Basketball Training Institution Based On Customer Valu

Basketball,as one of the most widely-accessed sports in China,is of great importance to young children in terms of improving physical fitness,sharpening their willpower and enhancing their cooperative spirit.In recent years,the basketball training industry has been flourishing like a mushroom.As the national living standard continues to improve,the demand for physical exercise among young children is increasing and the number of basketball training institutions has reached new heights.To maintain a certain level of competitiveness in the complex market environment,it is necessary to develop a set of marketing strategies adapted to their own needs,so as to gain the favor of consumers.In the process of a company’s development,marketing is the driving force,and what really dominates is the customer.Dealing with the issue of customer relationship,the development of marketing strategy should revolve around customer value.From the perspective of customer value,this paper takes Payson basketball training institution as the research object,and uses literature method,field survey method,questionnaire method and mathematical statistics method to conduct an in-depth study on its marketing strategy.Firstly,through PEST and SWOT analysis,the marketing environment and development status of Payson basketball training institution were analyzed.Secondly,7P marketing theory was used to analyze the marketing status of the institution in seven aspects: curriculum strategy,price strategy,channel strategy,promotion strategy,tangible display strategy,personnel strategy and service process strategy.Based on this,the customer value measurement index system of Payson basketball training institution was established,and the current situation of customer value marketing of Payson basketball training institution was investigated by questionnaire method,and the results were analyzed,which included two major parts: total customer value and total customer cost.The total cost of customers is divided into two dimensions: monetary cost and time cost.Finally,the research results are combined with 7P marketing theory to propose marketing strategy improvement measures.The following conclusions were drawn: firstly,the marketing environment of Payson basketball training institution is friendly;secondly,there are problems in the marketing strategy of the institution such as lack of characteristics of the curriculum,pricing not adapted to the market,weak channel marketing ability,low frequency of promotion,lack of flexibility,insufficient tangible display of coaches and courses,imperfect staffing,unreasonable service,etc.;finally,around the improvement of customer value,combined with the 7P marketing strategy,the following improvement strategies were proposed: enriching the curriculum,combining with the 7P marketing theory,and improving the marketing strategy.Finally,the following improvement strategies are proposed: enriching course types,optimizing pricing strategy around customers,expanding marketing channels,innovating promotion methods,strengthening tangible display,improving overall team quality,optimizing staffing,and improving service quality with customers as the center.This study will provide reference for the next development of Payson basketball training institutions,and also provide reference for the development and implementation of marketing strategies for youth basketball training institutions.