The Market Analysis Of Martial Arts From The Perspective Of Relationship Marketing

As Chinese gradual improvement of the socialist market economic system and the industrialized development of sports, martial arts market as an independent commodity producers and operators must organize the production and business activities in accordance with the laws of the market in order to achieve the organizational goals in the fierce competition. Martial arts market operators must implement the practical marketing strategies based on the full understanding of the main changes in market supply and demand and the consumers'demand in order to continuously improve the martial arts program share in the sports market.This study emloys literature, expert interviews, survey, mathematical statistics, case studies and other methods, researches the martial arts market development and marketing strategies, and is based on the domestic market literature research on martial arts. Meanwhile this study combines the reform documents of PE market and martial arts sports market which is from state and management center, consult experts and scholars, and advances a number of recommendations for martial arts market development, the use of relationship marketing theory to explore the marketing strategy of Chinese martial arts market, by analysing the meaning, features, characteristics and development of martial arts market and summing up the present development situation of martial arts in order to further deepen the development and reform of Chinese martial arts market and serve the development of Chinese martial arts market.At present the martial arts market system has taken shape, and have achieved certain development: three levels of martial arts market reflects the broad meaning of the martial arts market, the narrow meaning of martial arts market and marketing martial arts market. Broad market includes both the exchange activities of martial arts equipment, martial arts or physical products, apparel and other tangible products and the exchange activities of martial arts services, products or technologies, functional applications and information and other intangibles capital. Narrow martial arts market is the trade of martial arts goods, which are schools, equipment, clothing and other activity sites. Marketing martial arts market means all actual and potential consumers of martial arts. Through interviewing with experts, professors, scholars, and watching the martial arts competitions during the National Games, and surveying on consumers of martial arts, this study finds that in the martial arts market there are still some problems such as small markets, low degree of commercialization, market imbalances, the incoordination of martial arts product supply and consumer demand and so on. Marketing of martial arts market in China has made some achievements, but calmly analysing the status of martial arts market, we will find that in the relevant market of martial arts there are still some problems that can not be ignored, such as how the the martial arts affects consumer spending, how to build consumer groups to maintain loyalty. Owing to the confusion of these problems, we are committed to find an effective way to promote martial arts market development .Relationship marketing theory , which focuses on product, technology, service quality and feelings of consumers, is in line with modern market logic through mutually beneficial cooperation between buyers and sellers, conforming to consumers'psychology. Relationship marketing theory which is used in martial arts market development will help martial arts market forward and broaden the consumer market of martial arts products. Martial arts market should pay attention to the issues during applying relationship marketing theory: the establishment of the martial arts market operation mechanism and management system based on market economy, following the principles and focus of martial arts market development, and setting a social communication mechanisms to maintain good relations between the markets, development of martial arts from the perspective of product needs of the community to build the supply of market-oriented model, optimizing the product mix martial arts, and enhancing effective supply, the development of martial arts culture, heritage martial spirit.Applying relationship marketing to the development of martial arts market we must first strengthen the management functions to protect the sound implementation of relationship marketing strategies; secondly do market research, and form customer relationship marketing strategy; thirdly, choose marketing strategy of the target market, and strengthen innovation, to ensure the implementation of relationship marketing; Fourthly in virtue of the brand improve customer loyalty to martial arts market; fifthly develop technology products and serve relationship marketing strategy of the martial arts market; sixthly make use of relationship marketing strategies, highlight the value of martial arts services market; seventhly coordinate relations within the martial arts market, and establish Martial Arts Supplies Federation; eighthly exert network to build new model of relationship marketing of martial arts market; ninethly set relationship marketing network, and promote the sustainable development of martial arts market.