Research On Service Marketing Strategy Of Management Badminton Club In Kunming

With the continuous improvement of the national economy,various leisure sports are favored by the public,and badminton is loved by everyone.Badminton is a sport with high mass participation.It has the characteristics of competitive,fitness,entertainment and simplicity,which makes badminton popular among different groups,thanks to it,badminton clubs also develop rapidly.Yunnan Province has undertaken badminton events of different levels,and has its own city brand events and characteristics.As the capital city of Yunnan Province,Kunming is the center of culture,politics,scientific research and modern financial service industry.The development of badminton club is located in the front of Yunnan Province.This paper takes the service marketing strategy of Kunming badminton clubs as the research object,selects 10 operating badminton clubs in Kunming as the research object,analyzes the current marketing strategy of Kunming badminton club by using literature,questionnaire,field research,interview and other research methods,and draws conclusions and puts forward suggestions.Through the research,it can be concluded like that: the hardware supporting facilities are not complete,the brand culture construction is not clear,the price difference of club products is large,which leads to low consumer value perception;the marketing channel is single,and the product source is highly dependent,and the sales channel is mainly through personnel promotion and network promotion,and the marketing channel is not formed into a system,and the lack of connection and connection The maintenance of marketing channels has resulted in a large loss of marketing channels;all clubs have the same means of publicity,and the promotion effect is not obvious;the service awareness of teachers and staff needs to be strengthened,and the service process management mechanism needs to be improved;the layout of venues is lack of science,and the facilities need to be further improved.In view of the above problems,based on the theory of service marketing,macro environment analysis,five forces model analysis of competitive situation andconsumer behavior analysis,studies and analyzes the seven elements of service marketing strategy(product,price,channel,promotion,personnel,tangible display,service process),this paper puts forward the development of Kunming badminton club Service marketing strategy with reference value.Hope to promote the development of Kunming badminton club to provide a reference value for the promotion and development of badminton play a positive role.