Research On The Marketing Strategy Of V Tennis Club

In October 2014,the State Council promulgated Document No.46 on "Accelerating the Development of Sports Industry to Promote Sports Consumption".It is an important measure to attract private capital to operate the sports industry.In response to the call of the state,Hengyang V Tennis Club opened in January 2015.On the one hand,the club has the support of national policy,tennis lovers to expand the opportunities,on the other hand,also faced with the shortage of funds,lack of management experience,no fixed customer groups,market competition and other difficulties.The development and implementation of appropriate marketing strategies,the rapid expansion of consumer groups to strengthen their own competitiveness,are the fundamental guarantee for the healthy development of the club.First of all,this paper introduces the background and significance of V tennis club marketing strategy,describes the marketing strategy research of small and medium-sized enterprises,and elaborates the current situation and difficulties of tennis club marketing.Secondly,makes a questionnaire survey for the V tennis club consumers and analysis to understand the V tennis club potential consumer target groups,the willingness of consumers to pay and so on.On this basis,this paper analyzes the current external opportunities and threats of V tennis club,the internal advantages and disadvantages.Thirdly,uses the SWOT matrix and the questionnaire survey data from experts,peers and consumers to analyze the overall marketing strategy of V tennis club.Finally,the conclusion and prospect of this paper are made.This paper uses a variety of research methods,focusing on the analysis of the V tennis club marketing strategy and how to ensure the development of marketing strategies.As the development of China's commercial sports industry started late,its specific study and theoretical guidance results are still insufficient,so this study of commercial sports club marketing strategy formulation and implementation of an important reference.