Research On The Development Strategy Of Marathon Training Camps In Beijing Based On The Market Condition

In recent years,marathon sport has developed rapidly in China and the scale of Marathon industry has grown rapidly.Compared with the good market development of Marathon derivatives such as marathon equipment and race operation,the development of marathon training industry such as marathon training camp is still in its infancy.Among them,Beijing Marathon Training Camp develops better than other provinces and cities,but its operation effect is not ideal.The purpose of this study is to provide suggestions for the development of marathon training institutions through the study of the development strategy of Beijing Marathon Training Camp.On the other hand,the good development of such training institutions as marathon training camps can also improve the overall level of domestic marathon runners at a deeper level and reduce the risk of sports injury in the competition.This paper investigates the market environment of Beijing marathon training camp by means of questionnaires and on-the-spot investigation,in which consumer demand is the main object of investigation.Based on the results of the survey,the market environment of Beijing Marathon Training Camp is analyzed by SWOT.It is found that Beijing Marathon Training Camp has significant advantages in terms of the quality and training effect of the training team,but the construction of the management team is imperfect.At the same time,it faces the competition threat from the running group and the running APP.The training camp itself meets the changing needs of consumers.There is still room for improvement.On the basis of SWOT analysis,the development strategy is analyzed aiming at adapting to the market environment and satisfying consumer needs.The conclusions are as follows:(1)Develop training courses with different contents according to different needs to attract more consumer purchase interest.Multi-directional trackingof consumer stage training results,enrich the content of test indicators, more intuitive,comprehensive and scientific display of training course effect.(2)The managers of Beijing Marathon Training Camp can start from four aspects: training venue,training time arrangement,total training time length and weekly training frequency,so as to make it more convenient for consumers to purchase and receive training services,thereby increasing product sales.(3)The managers of Beijing Marathon Training Camp can expand their marketing channels by jointly opening classes with comprehensive fitness clubs and official training camps with marathon events.(4)Training camp managers should focus on improving the existing incentive system for consumers to help promote,so as to stimulate the enthusiasm of existing consumers to promote,in order to attract more people to buy products.(5)Strengthen the promotion of training camps,focusing on online paid advertising promotion,while carrying out marathon knowledge lectures,on-site questions and other offline public welfare activities.(6)Do a good job of management and operation team building;strengthen the selection,training and management of coaches,establish a perfect reward and punishment system;formulate a unified and high-standard teaching process,do a good job of after-sales service outside the course,so as to complete the brand image building of training camp.