An Analysis And Research On The Market Of Sports Dance Products In Guilin Under The Background Of E-commerce

With the rapid development of China's economy,the continuous improvement of people's living standard,and the enhancement of lifelong sports and national sports consciousness,people began to try more and more sports items.In this social environment,the momentum of the development of the sports dance movement growing rapidly,and combined with relevant policies on the development of sports industrialization in China power,conform to the present of "Internet +" mode of operation,will conveniently implanted the dance sport industry.In this paper,taking the Internet e-commerce platform as the background,to guilin sports dance supplies the Market as the research object,through to the related literature retrieval collection,through induction,analysis,summary,for guilin sports dance supplies consumers as the breakthrough point,on the basis of STP theory of Market Segmentation(Market Segmentation)theoretical basis for guilin sports dance supplies Market Segmentation.This study using interviews to structured interview of experts,at the same time basis by Ma Hongxia editor of the sports marketing,sports market segmentation theory basis determine the dimensions of the questionnaire,the population subdivision,psychological segmentation,geographic segmentation and behavior segmentation,market segmentation dimensions are according to the characteristics of the project above,design the questionnaire,and to the sports dance supplies network consumer questionnaire,survey research.Questionnaire distributed object as the research object of this study,the sports dance supplies consumers,sports dance in this study supplies consumer orientation to engage in sports dance movement and consumer groups,in the city within the scope of place and community sports dance movement respectively to the university sports dance teachers and students,teachers and students of sports dance training institutions and non-profit groups of sports dance movement place(square dance,a community fitness dance,etc.).Written on the basis of this study at sampling method in social science research methods,the classification,selection and use of the stratified sampling is not proportional stratified sampling sampling to select a location for the questionnaire distributed.After six months of distribution and investigation,750 questionnaires were issued,682 questionnaires were collected,the recovery rate was 91%,and the effective questionnaire was579,and the effective rate was 85%.Based on the software of Excel and SPSS20.0,the database was built,and the data collected data were calculated and analyzed.The following conclusions were drawn:1.Demographic variables as the segmentation index,guilin sports dance supplies market of consumer groups have the following characteristics: focused on the degree of bachelor of 20 to39,adult women groups,including the student groups with monthly income in 5000 yuan of above as the main consumer groups,students groups in in 1000-2000 yuan monthly income of college students as the main consumer groups.2.Psychological variables as the segmentation index,guilin sports dance supplies market of consumer groups have the following characteristics: amateur dancers to buy clothing and adornment goods as the main consumer groups,through pareto analysis indicates that the main motivation for affecting the online consumer shopping time not restricted;It can be shopping without leaving the house.Online shopping can search for goods faster.Can refer to other consumer's shopping evaluation;The commodity information is complete,convenient tocompare;Online shopping saves time;There is a great variety of goods and a large choice of space;Follow the big trend of "Internet plus".3.According to the geographical variables,the consumers in the market of sports and dance products in guilin have the following characteristics: consumers in cities and counties are the major consumers.4.Behavioral variables as the segmentation index,guilin sports dance supplies market of consumer groups have the following characteristics: used to fitness,learning and training of individual sports consumption of consumers is the major consumer groups,their purchasing power is low,the product and brand loyalty,but the process of online shopping satisfaction is higher,mainly reflected in the satisfaction of the third party shopping platform,the products and businesses,and the satisfaction of logistics has yet to be promoted.Comprehensive four dimensions city sports dance supplies market segment,the characteristics of the present proposed the following development strategies: expand the guilin sports dance project participants(the construction of specialized teachers team,the nature of the dancers,sublimation,balance the dancers gender);Online and offline linkage,improve the online store traffic;Enhance brand awareness and loyalty;Practice the mode of "Internet + sports dance";Popularize independent sports dance website platform.In this paper,through investigation and study,noted cicadas guilin sports dance supplies market based on the characteristics and main segmentation,as well as some problems in the process of online shopping,and puts forward the countermeasures to solve the problem,to expand the guilin sports dance supplies market,aims to give marketers provides the basis for subsequent target market selection.Only when the target market is clear,can the product positioning according to the needs of the consumers,so that the sports dance can bring better benefits to the practitioners.