Research On Marketing Strategy Of Youth Sports Training Institutions In Lanzhou City Based On Ansoff Matrix

In recent years,the Party and the state attach great importance to the issue of youth physical education,and the relevant policy documents have been introduced successively,which makes the youth physical education began to be valued by the society.At the same ti me,with the country’s continuous reform of off-campus training industry,the sports training market has ushered in explosive growth,attracting a large number of social capital influx.At present,Lanzhou City youth sports training market has also entered a stage of rapid development,the newly established sports training institutions emerge in an endless stream.However,due to the lack of scientific marketing theory guidance,sports training institutions appear bad competition,development gap and other phenomena.In addition,training institutions do not have a clear development orientation and lack of understanding of their own characteristics,so the choice of marketing strategy is relatively blind.This paper aims at providing appropriate marketing strategies for different types of training institutions,in order to help them achieve healthy development.This paper adopts the method of literature,questionnaire survey,interview and statistical data,taking 12 youth sports training institutions in Lanzhou City as the study case,through PEST analysis theory and 4P marketing theory to deeply study the marketing strategy of youth sports training institutions in Lanzhou City and the following conclusions are drawn:(1)Training institutions are lack of personalized customized courses,that is they are lack of understanding of students’ learning motivation,and they are unable to meet the needs of different students,which leads to strong substitutability.(2)The pricing does not give priority to the q uality of courses,but more consideration to site facilities,convenient transportation,operating costs and other factors,and the choice of price strategy is relatively simple.(3)The selection of marketing channel is conservative,training institutions are not only lack of mastery and application of new technologies,but also lack of insufficient attention to online marketing.(4)They are lack of promotion innovation,still mainly adopt the traditional face to face propaganda,and the promotion methods have the characteristics of a high degree of homogeneity.Aiming at the current marketing status of sports training institutions in Lanzhou City,the following strategies are proposed on the basis of Ansoff matrix theory:(1)Market penetration strat egies can be adopted for sports training institutions with the existing products and the existing markets.(2)Market development strategies can be adopted for sports training institutions with the existing products and new markets.(3)Sports training ins titutions which select new products and existing markets,can adopt product development strategies.(4)Sports training institutions that choose new products and new markets can adopt diversified management strategies.