Research On Marketing Strategy Of Chengdu Boxing Club From The Perspective Of Community Economy

Background:In the context of the current widespread use of social media,the concept of community economy has gradually developed and received widespread attention.Community economic thinking regards groups as an important resource for business operations and social networks as an important medium for companies to build brands and sell products.Therefore,this study discusses how to optimize the marketing strategy of boxing clubs from the perspective of community economy,so as to further enhance the competitiveness and market share of Chengdu boxing clubs and promote the steady development of Chengdu boxing clubs.Content:In this paper,Chengdu boxing club marketing as the research object,the use of literature,questionnaire,mathematical statistics,SWOT analysis,logic analysis,the basic situation of Chengdu boxing club analysis,community economy applied to Chengdu boxing club marketing positive role,And the internal advantages,disadvantages and external opportunities and challenges of Chengdu boxing club from the perspective of community economy.Result:(1)In terms of the development status of Chengdu boxing club,this paper analyzes the basic situation of Chengdu boxing Club and the survey results of some boxing club members.Chengdu boxing club has a short development history.Due to various factors,its development speed has slowed down in recent years.As far as the clubs in the current investigation are concerned,they are basically small and medium-sized.The number of members is relatively large at present,but the number of clubs with good profits is small,and some clubs even have negative profits.The members in the club have several characteristics: the age distribution span is large,and the distribution is uneven;Occupations are widely distributed;Relatively high income;Less is spent on boxing each year;Little dependence on the boxing club.Combined with the new 4C theory,this paper analyzes the current situation of boxing club marketing in Chengdu from the perspective of community economy from four aspects: community,scene,content and connection.The community building is dominated by wechat group and Dianping,and there are few professional community managers in the club.Scene construction is mainly offline,including offline competition and venue atmosphere construction,etc.The connection of community is mainly reflected in the connection between people;Community content and form are relatively simple.(2)The positive significance of the application of community economy to Chengdu boxing club mainly includes the following three aspects :resource integration;emotional identity,increase stickiness;precise promotion.In general,the application of community economy in the marketing of Chengdu boxing club has positive significance in many aspects,which can provide important support and help for the future development of the club.(3)Through SWOT analysis,it can be found that the advantages and characteristics of Chengdu boxing club are mainly reflected in the following points : good market development prospects;accurate market positioning,clear customer positioning;boxing is highly professional,and the team has a professional coach.The analysis of its disadvantages mainly draws the following problems : there are deviations in marketing channels;marketing methods deviate from consumers;lack of customer stickiness in marketing;ignore marketing personnel management;pricing is not scientific and flexible enough.Its development opportunities include : community marketing opportunities;digital marketing opportunities;policy and social support.But at the same time,there are some challenges: the negative impact of public opinion,the risks of social policy,the emergence of new marketing methods.In summary,the application of community economy in Chengdu boxing club is to adapt to the current trend of social development,which is necessary,and the application of community economy in Chengdu boxing club marketing is also feasible.Strategy:(1)Product innovation and upgrading,including innovative courses and services,strengthening consumer participation experience;(2)Channel diversification;(3)promotion diversification and personalization;(4)Scientific and flexible pricing.