Research On The Marketing Strategies Of Dongguan Basketball Center

In recent years,In order to develop sports industry,the country have launched many policies.At the same time,residents constantly improve the living standards and consumption upgrade,people gradually increase the awareness of sports consumption,All of that promotes the rapid development of sports industry in China.Venues are an important material for the development of sports industry.However,the current stadium utilization rate is low,the operation mode is single,venues hold high operating costs and poor operational efficiency,most venues pay attention to the social benefit but ignore the economic benefits,marketing idea is old,which makes the management and marketing of the overall situation is not very good.In order to improve the utilization ratio of venues and reduce the operating cost,it is of great significance to promote the development of stadiums and gymnasiums from the marketing point of view.In this paper,the marketing strategy of Dongguan Basketball Center is studied by using the method of literature,comparative analysis,field investigation and interview method,and the conclusions are as follows:(1)Dongguan basketball center adopts modern enterprise management style and market-oriented operation philosophy;Business center is dominated by large sports events and recreational activities;the revenue model of the venues are relatively single,mainly from rental and naming sponsorship.(2)Through effective market segmentation,the target market is concentrated in the consumer market from 17-49 year-old people in south China.The market is defined as a new muti-function landmark in South China,integrating sports events,entertainment,conference and exhibition and national fitness together,meeting diversified consumer needs of fitness,watching sports games,recreational leisure and social contact.(3)Diversified product strategy is applied in Dongguan basketball center,meeting people different consumer needs;pricing strategy mainly adopts different methods to decide price.Different pricing strategies are used according to different products and type of service;the channel strategy mainly adopts direct channel strategies to let venue products can be conveyed to consumer in time;the promoting strategies are diversely promoted according to different business periods to increase the sales of the products.(4)At the beginning of operation,Dongguan basketball center is named under the strategy of venue naming.Advanced expiating concept is applied to open the domestic market rapidly.While compared with venue both home and abroad,Dongguan basketball center still exist some deficiencies: sports venues product line is comparatively single;the development of venue functional and intangible assets is far from enough;venues are lack of professional market sales talents.(5)For the existing drawbacks of Dongguan basketball center,some suggestions are put forward: Enterprise resources should be integrated and product should be broadened to meet form various consumers,venues function room and intangible efforts;markets should be exploited positively;diversified market sales strategies should be taken;the structure of sports venue and sales talents of specialized venues should be improved.