Research On The Marketing Strategy Of Chengdu Haili Swimming Club

With the rapid development of China's economy,people's living standards have been better guaranteed.However,people's health problems are becoming more and more serious,affecting the quality of life,which has attracted the attention of the government.Through a series of documents issued by the state,the rapid development of sports industry has been promoted.Swimming is a basic sport skill and life-saving skill,has promoted the rapid development of swimming clubs in recent years with the vigorous support of the national policy for the sports industry.However,at the same time of rapid development,the shortcomings of marketing strategies of swimming clubs in China begin to appear.The problems of market positioning,price and service restrict the healthy development of swimming clubs in China.In recent years,the swimming clubs of Chengdu,with the support of national policy and the popularity of the general public,such as bamboo shoots springing up after rain,has also increased the pressure of swimming club's of Chengdu operation.Chengdu Haili Swimming Club,with its excellent marketing strategy and tremendous market pressure,has occupied a leading position in swimming market of Chengdu in eight years,bringing its total membership to more than 100,000,and training more than 70,000 qualified young people,which has played a certain role in promoting the popularization of swimming in Chengdu and successfully established Haili brand.Under this background,through the field investigation and Research on marketing strategy of Chengdu Haili Swimming Club,using marketing environment SWOT theory,marketing market analysis STP theory,marketing mix strategy theory and brand marketing theory,this paper analyzes the application of marketing strategy of Chengdu Haili Swimming Club from the perspective of management,summarizes the characteristics of its marketing strategy and explores the existing problems.It is necessary and practical to put forward feasible suggestions for its sales management to achieve the maximum benefit.By using the methods of documentation,interview,field investigation,questionnaire survey and mathematical statistics,this paper studies the marketing strategy of Chengdu Haili Swimming Club,and draws the following conclusions: 1)he middle and low-end market positioning establishes gradually developing business philosophy to promote Haili's growth;2)the construction of swimming events and education services to form Haili's characteristic product strategy;3)the promotion strategy adopts cross-domain cooperation to enhance Haili's brand awareness;4)the good use of service process strategy to provide Haili's core guarantee;5)the inadequacy of personnel strategy leads to management.Lack of qualified personnel restricts the development of Haili.According to the characteristics and problems of marketing strategy of Chengdu Haili Swimming Club,the following suggestions are put forward: 1)It is suggested that Haili carry out more detailed market segmentation and develop the potential value of the target market;2)It is suggested that Haili establish online sales channels and adopt online and offline joint sales;3)It is suggested that Haili establish a comprehensive talent training mechanism to ensure the reserve of all-round managers;4)It is suggested to promote Haili's multi-dimensional and cross-field cooperation model to increase the brand awareness of the club;5)It is suggested to promote Haili's way of setting up parents' viewing area to show the details of club services.