Study On Marketing Environment And Marketing Strategies For Yinchuan TEDA Tennis Court

With impressive record Li Na made in tennis, the sport of tennis has developed rapidly in our country, however, in Yinchuan, the performance of the tennis stadiums represented in TEDA tennis court is poor, which is need to improve. In this paper, based on the internal and external environment of TEDA tennis court, SWOT analysis tool was used for the company to develop a strategy for the growth of the market, and then Yinchuan tennis consumer market was excavated through methods of questionnaires and site visits, and the results of the data analysis were used for the enterprise market segmentation and positioning. Finally, according to the theory of7P marketing services as well as Laut Peng’s4C theory, some targeted and easy-to-operated marketing strategies were put forward to evaluate and analyze the problems such as unreasonable pricing, low-level products and services, lack of promotion, poor channel construction, and service personnel lack of incentives. The aim is to provide effective references for tennis court managers to enhance the company’s service capability to achieve win-win for consumers and tennis court managers.