Research On Marketing Strategy Of Wuhan Qiji Football Children’s Football Training Institution Under The "Double Reduction" Policy

On 24 July 2021,the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the Opinions on Further Reducing the Burden of Homework and Off-Campus Training for Students in the Compulsory Education Stage(hereinafter referred to as the "Double Reduction Policy").The promulgation of this policy has stimulated the vitality of the sports training market in China and promoted the development of a diversified sports industry.The overall development of the children’s sports training industry in China is not optimistic,with a wide range of institutions,low quality of teaching and difficulties in making profits.In the context of "double reduction",after-school football training institutions should tweak their resources,adjust their positioning precisely to the market demand and be regulated by relevant policy documents to achieve sustainable development in the sports training market.The aim of this paper is to study the development and operation of a sports training institution in the context of the ’double reduction’ policy.This paper aims to enrich the research on sports training marketing and promote the development of sports training institutions.Through STP analysis,4P marketing theory and SWOT analysis,the development status quo,problems and marketing strategies of Wuhan Qiji Football Children’s Training are analysand.With the help of literature,questionnaire survey and interview method to provide the basis for the article.Based on the analysis of this paper,the following three conclusions are drawn.First,the implementation of the "double reduction" policy has reduced the pressure of students’ school work,increased the time for students to participate in extracurricular sports training and increased the budget for parents to pay for extracurricular sports training,providing strong conditions for students to participate in extracurricular sports training institutions and offering broad prospects for the development of extracurricular sports training institutions.At the same time,the introduction of relevant regulatory policy documents has provided a policy guarantee for the healthy development of the sports training market.Secondly,as far as sports training institutions are concerned,the location of the venue is a priority factor for parents,who will give preference to institutions in close geographical proximity when choosing training institutions due to time costs.The "double reduction" policy has a deeper impact on the participation of younger children in sports training,and the number of participants in extra-curricular sports training is showing a trend of lowering the age group.Thirdly,in the analysis of Qiqi Football Club,it is found that the current development of Qi JI Football has the problems of homogenization of the curriculum and an unsound curriculum system;unstable structure of coaches and lack of high-level coaches;inefficient establishment of channels,insufficient development of online channels,ineffective promotional activities and insufficient stimulation of parents’ consumption.In response to the existing problems,corresponding improvements are proposed: in accordance with STP marketing theory,the focus of the institution’s enrolment is shifted to the lower age group,and in the process of carrying out enrolment activities,the location of the campus is the centre of large-scale enrolment activities.In the selection of sites for campus expansion,the target selection was shifted towards community courts near residential areas.Based on the 4P marketing theory,recommendations are made in four areas.In terms of products,the company should develop different courses,improve the course system,adjust the ratio of coaching staff,recruit high-level coaches,develop elite education and develop a "two-legged" model.In terms of price,we will refer to regulatory documents and adjust the price system.In terms of channels,offline activities will be carried out with a "sense of experience" as the core,and online sales channels will be developed,while cooperation with kindergartens and primary schools will be accelerated.In terms of promotions,we will strengthen the knowledge base of our sales staff and seize the peak sales season to launch promotional activities.