Research And Analysis On Marketing Strategy Of Xiamen Swimming Club

From this paper,9 representative clubs in xiamen are selected to study their marketing strategies,using literature,interview,questionnaire,logic analysis,mathematical statistics,field investigation and case study to study the operating conditions of xiamen commercial swimming club,and the application of marketing strategy of xiamen swimming club is analyzed according to 4 r marketing theory.From four aspects r(relevance,reaction,relationship and return)theory,this paper analyzes the characteristics of Xiamen commercial swimming club in marketing strategy application,summarizes the advantages and disadvantages of its marketing strategy application,consummates the marketing strategy,and innovates the marketing strategy which is more in line with the current market development characteristics.Its findings are as follows:Through the data analysis,the development advantages of the overall management and management situation are as follows: the club's venues are superior in geographical location,the facilities are complete and advanced;the management is guided by advanced advanced management concept,and a high level of specialized coaching training team is established to enhance the core competitiveness;it has a large number of members and good operating performance.According to r 4 marketing theory,the advantages of club marketing strategy are as follows :(1)running well related marketing strategy,establishing perfect member management mechanism and information member management system.(2)To establish diversified market demand in response strategy based on target market positioning.(3)Good relationship marketing strategy to maintain and enhance good customer relationship.(4)The compensation marketing strategy adopts various price promotion forms,various activity promotion strategies and various public relations marketing strategies,and cooperates with various fields to integrate market resources.According to the 4 r marketing theory,the following deficiencies are found :(1)members are not satisfied with the overall service and facilities in the associated marketing strategy.(2)The construction of swimming culture in grass-roots communities is insufficient in therelationship marketing strategy,and there are some deficiencies in the quality of training and the poor management of members' treatment.(3)The market segmentation in the reaction marketing strategy is not clear,and the targeted measures are not implemented enough.(4)The compensation marketing strategy lacks the use of online marketing,the lack of professional marketing personnel and comprehensive management personnel,the lack of extended product development,less innovative development projects.According to the shortcomings of the analysis,the following development suggestions are given :(1)to maintain high quality overall service in the association strategy,improve the overall service,facilities and equipment deficiencies,and attach importance to feedback on the satisfaction of members.(2)Market segmentation should be improved in response marketing to tap potential market value.(3)The deficiency of training quality and poor management of members' treatment should be improved in relationship marketing,and the construction of swimming culture in grass-roots communities should be strengthened.(4)The compensation marketing strategy should use online marketing channels,online and offline joint sales;train and recruit professional marketing personnel,comprehensive management personnel;develop brand extension products,innovative development of new swimming fitness projects,training teaching models and interesting activities.