| Shanghai,as a first-tier city in China,carries out youth sports training and servic e earlier than other provinces and cities,and the development of training institutions is also in a leading position in China,which has certain reference and guidance function for other provinces and cities in China.Due to the normal development of the epidem ic,the impact of the epidemic on the youth sports training market will be a continuous process.Therefore,it is necessary to grasp the current situation of the market of yout h sports training institutions in Shanghai under the background of the epidemic from t wo aspects of the current situation of the market and the impact of the epidemic.In this paper,the SCP paradigm is used to discuss the market status quo of Shang hai youth sports training institutions,and the correlation between market structure,ma rket behavior and market performance in SCP is demonstrated through research data.Combined with the epidemic background,the impact of the epidemic on the market st atus quo of Shanghai youth sports training institutions is further discussed.Through th e questionnaire survey of 90 Shanghai youth sports training institutions,the following conclusions are drawn through data statistics and analysis:Market structure: Shanghai youth sports training market is mainly for-profit enter prises;Belongs to the competition ⅱ type market structure,the market concentration i s low,the competition is fierce;More than half of the revenue of 80% institutions com es from youth sports training,and the product differentiation is not big on the whole.Site and teacher barriers gradually increased;The impact of the epidemic on the mark et structure is mainly reflected in three aspects: market size,updating or changing site facilities and increasing online courses.Market behavior: The marketing behavior of most institutions has changed from t he traditional form of distributing leaflets to the combination of offline and Internet,a nd the product strategy of training institutions has changed from the traditional trainin g projects in the past to the development of various characteristic projects now.Institu tional marketing behavior is mainly reflected in interpersonal communication(word o f mouth marketing)and offline activities,but interpersonal communication channels li mit the innovation and development of institutions.The management team of instituti ons has a certain scale and has a good educational background and professional found ation,but there is a great difference in the number of managers of youth sports trainin g institutions of different scales.The service conditions of institutions are relatively so und.Under the influence of the epidemic,Internet resources have not been effectively developed.Due to the characteristics of face-to-face teaching of offline training,the c overage rate of existing online courses and competitions is low,so the organization ca nnot timely respond to the invasion of the epidemic.Business performance: From the perspective of business and profits,the impact o f COVID-19 on the organization also creates new development opportunities,such as online courses,development of events and online and offline teaching feedback.The r esults of youth training in Shanghai youth sports training institutions are not outstandi ng,and the number and level of talent transfer are limited.The correlative relationship between quantity of SCP: through analysis,this pape r argues that in competitive Ⅱ type of youth sports training market structure type,the influence of market structure on youth training institutions will be gradually reflected in the market behavior and market performance,and market structure,market behavio r and market performance between the positive influence of relations.Overall,the market situation of Shanghai youth sports training institutions is as f ollows: Training present the low market concentration,market competition is intense,product differentiation is small and the teachers and the high barriers to entry,training institutions internal development is toward diversified development,marketing single not planted Internet resources organization development strategy,outbreaks are also h ighlighted the weaknesses,external market profits and talent training institutions outp ut efficiency is not high,The epidemic has had a great impact on the training market d ominated by for-profit enterprises.Based on the above market situation,combined wit h the current situation of the normalization of the epidemic and opinions on Further R educing the Homework Burden and Off-campus Training Burden of Students in comp ulsory Education,the following suggestions are put forward:Organization manager:First,strengthen self-construction,improve the basic conditions of institutional tr aining services and strengthen the construction of management system;Second,clear organization positioning and understanding of training market segments to improve pr oduct differentiation;Third,make full use of Internet resources,broaden marketing ch annels,speed up online and offline integration;Fourthly,to increase participation in s ports activities,the "Double reduction" policy can be implemented through campus sp orts courses and Shanghai campus classes to strengthen the physical health of teenage rs and improve market output performance.During the period of regular epidemic prevention and control,training institution s should: first,follow the epidemic prevention and control requirements of training ve nues and take proper measures to clean and disinfect the venues;Secondly,the organi zation should improve the utilization rate of network resources and strengthen the sup ply of online projects and events so as to better cope with future emergencies.Government manager:First,the government management department should exercise the supervision a nd management responsibility to the youth sports training institutions;Second,there a re on the market for the Shanghai youth sports training pre-paid management system i s not sound,internal agency based on safeguard measures still need further perfect "s mall,weak,scattered" problems,such as sports authorities should civil common regul ation,market supervision department training organization registration,charge,securit y,and daily training activities related activities such as qualifications;Thirdly,we sho uld adhere to the cultivation and classification of policies,make clear the supporting p olicies for all kinds of sports training institutions,and regulate the training behavior of youth sports training institutions;Fourthly,sports events,training and other services held by the government and suitable for youth sports training institutions shall be incl uded in the guiding catalogue to support the development of youth sports training insti tutions.Epidemic prevention and control during the normalization,managers at all levels of government should consult the epidemic prevention and control guidance to do a g ood job of regulation and competition guidance to the training institutions,with the di strict health management departments set up sports comprehensive service mechanism,in accordance with the relevant laws and regulations and the epidemic prevention and control requirements,timely find the weak link of public health security,eliminate th e potential risks,For inter-district events,the municipal and district sports department s should establish a cooperative working mechanism to clarify responsibilities and stre ngthen management;In addition,government management departments at all levels s hould strengthen cooperation with banks,funds and other financial institutions,form a market-oriented and sustainable sports financial support system,do a good job in sup porting medium and small enterprises and institutions,and ensure a benign competitio n market environment. |
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