| This article draws on the SCP paradigm to explore the market status of Changsha youth badminton training institutions after the ’ double reduction ’ background.After the implementation of the ’ double reduction ’ policy,what is the impact on the operators,coaches and trainees of the training institutions ? What are the characteristics and current status of the market structure,market behavior and business performance of Changsha youth badminton training institutions ? Using the questionnaire star platform for questionnaire distribution,so as to obtain the original data.Using the SCP paradigm to establish an analytical framework for the youth badminton training market in Changsha,and to explore the impact on the institutional market structure,market behavior and market performance under the background of " double reduction," and draw the following conclusions :The impact of the implementation of the " double reduction " : more than half of the operators reflect that the number of students has increased after the implementation of the "double reduction " policy;more than half of the coaches reflect that the implementation of the " double reduction " has not had much impact on them.Some coaches reflect that the number of students has increased,the curriculum has also increased,and wages have increased;most of the students reflected that after the implementation of the " double reduction " policy,the disposable time became more,some economic burdens in the family were reduced,and the family was more harmonious.Some students thought that there was not much change,and a small number of parents thought that the " double reduction " policy would have a negative impact on the students;the implementation of the ’ double reduction ’policy has a positive impact on most of the three.Market structure : the number of badminton training institutions in Changsha has become large,and the training market is characterized by low market concentration and fierce competition.The types of youth badminton training institutions are mainly carried out by leasing venues.Based on the characteristics of the current market structure,the differences between institutions are reflected in the software and hardware differentiation of training institutions.The main source of income of the training institutions is the training fee of the trainees,and a small part of them can obtain other income by leasing the venue and selling the peripheral products of badminton.Finally,the barriers to entry are high,the new institutions are less competitive when entering the market and face the impact of high venue rents,coach qualifications,enrollment and other factors,and some institutions are difficult to survive after entering the market.Market behavior : the difference in publicity methods of badminton training institutions in Changsha is not significant.The publicity method is mainly based on the word-of-mouth recommendation of students.The word-of-mouth recommendation of students is the embodiment of customer satisfaction.The network publicity method mainly relies on We Chat Moments.There are fewer institutions using new media and other social accounts,and Internet resources have not been effectively utilized.Secondly,lack of product innovation.The homogenization of institutional training products is serious,and the innovation behavior is less.Finally,the management of institutions is relatively loose.Most institutions do not formally set up operation management departments.Managers are mainly founders and do not receive professional management knowledge learning.Coaches in small and medium-sized institutions are responsible for other work in addition to teaching,which is not conducive to training.Business performance : Market performance is mainly reflected in two aspects :institutional profitability and talent transmission.There are more profitable training institutions and less losses;the talent output of Changsha youth badminton training institutions is low.The positioning of training institutions,the level of coaches and the motivation of trainees to participate in badminton training have an impact on talent output. |
