| The Fitness Yoga Competition as a new competitive performance sports in China,how to stand firmly in the fierce market competition environment and get sustainable develop,serving the national fitness,national health,sports and sports events consumption needs more rigorous and effective marketing programs.This study regards the marketing strategies of the Fitness Yoga Event in China as the research object,comprehensively uses several research methodologies as follow:literature review,character interview,case analysis,questionnaire and field survey,mathematical statistics and SWOT analysis.Under the guidance of 7P marketing theory,the paper makes a market survey and analysis the present situation of marketing strategies,analyzes the advantages,disadvantages,opportunities and challenges of its marketing environment from the macro and micro perspectives,and then combined the experience of the author as athlete and volunteer.Taking four types of fitness yoga competitions in China as examples,the author made a comprehensive comparative analysis of the marketing strategies in seven aspects to puts forward further improvement measures and countermeasures.(1)Product:optimize the quality of competition products or services,and enhance the sense of additional consumption experience;develop derivative cultural and creative products,and carry out special event marketing;integrate social culture to create intensive brand cultural competition events.(2)Price: set prices in a scientific and reasonable way and appropriately increase policy and financial support;differentiated pricing in the product life cycle to stimulate consumer demand at all stages;bundling pricing combined with psychological pricing strategy,packaged one-stop event consumption experience.(3)Place: the design of channels highlights humanistic care and facilitates the consumption of target audiences;strengthens the construction of online channels for events,reduces the plight of force majeure.(4)Promotion: use price promotion skillfully to drive the consumption desire of tournaments in the source market;adopt a variety of means to promote sales,"cross" and "mix" jointly to promote industrial linkage.(5)People: establish an assessment mechanism to consolidate and enhance the comprehensive quality of each participant;develop and expand the spectator organization,tap the potential of the consumer market;make use of the celebrity effect to package the events and enhance the interaction and dissemination of the events.(6)Physical evidence: scientific division of functional areas to provide comfortable viewing environment and conditions;design competition clothing,standardize the appearance of personnel;the shape and color of the material evidence is matched and the display is ordered.(7)Process: maintain and develop the brand loyalty in time,and improve the soft power service to maintain the vitality after the competition. |
