目前我国正在大力倡导全民健身运动，有关的群众体育运动项目 培训机构，在国家相继出台与落实扶持的政策后，市场环境变好，该 行业逐渐被人熟 识，各大体育培训机构逐步走向高质量化、品牌化的 道路。在市场的高质量化进程中，培训机构竞争更加激烈，消费者也 不再随意地盲目消费，因此要想吸引更多顾客、留住顾 客，培训机构 必须筹划和运营能深入顾客心里的各式营销策略。A公司是一家私人 投资的体育培训机构，拳头产品“平衡车培训”项目，已在广州运营 三年多的时间，但市场营 销方面仍存有薄弱环节。因此，想要在竞争 激烈的市场占据一席之地，A公司必须适时调整营销策略。 笔者通过企业访谈、顾客采访、与实地调研后，从营销策略角度 进入分析 ，分析其市场营销的内外环境、与在体育市场中一系列营销 业务的工作情况，将企业的问题进行汇总梳理。在文中分别运用 SWOT战略模型、7P营销元素，目标市场策略进行分析 。本文最后 提出了改进企业目标市场的策略，即采用集中的营销策略对应多个细 分市场的建议来促进项目发展，同时制定企业的营销策略。研究的结 果与讨论显示，本文对于理 解平衡车体育培训机构，如何开拓市场具 有启示的意义，对于体育培训行业的发展也具有一定的借鉴参考作用。 关键词：体育培训；平衡车；目标市场；营销策略 vii TABLE OF CONTENTS ACKNOWLEDGEMENTS.........................................................................................III 致 谢............................................................................................................................IV ABSTRACT..................................................................................................................V 摘 要............................................................................................................................VI TABLE OF CONTENTS............................................................................................VII 目 录............................................................................................................................XI LIST OF TABLES.....................................................................................................XIV 表 目 录....................................................................................................................XV LIST OF FIGURES.................................................................................................. XVI 图 目 录.................................................................................................................XVII CHAPTER ONE INTRODUCTION.............................................................................1 1.1 Research background and significance..................................................................1 1.1.1 Research background........................................................................................1 1.1.2 Research significance........................................................................................2 1.2 Research content and framework...........................................................................2 1.3 Research ideas and methods...................................................................................3 1.3.1 Research Ideas...................................................................................................3 1.3.2 Research Methods.............................................................................................4 1.4What's new in this paper..........................................................................................5 CHAPTER TWO THEORETICAL REVIEW..............................................................6 2.1 The meaning of marketing and marketing strategy................................................6 viii 2.1.1 The concept of marketing..................................................................................6 2.1.2 The meaning of marketing strategy...................................................................6 2.1.3 Sports marketing mix elements table............................................................... 7 2.2. Meaning of sports market and classification of market products......................... 8 2.2.1 Meaning of sports market................................................................................. 8 2.2.2 Basic Types of sports market.............................................................................8 2.2.3 Development and classification of sports events............................................. 9 2.3 Consumer Behavior Analysis................................................................................ 9 2.3.1 Consumer purchasing decisions........................................................................9 2.3.2 Consumer characteristics of children..............................................................10 CHAPTER THREE COMPANY A’S PROJECT PRESENTATION...........................11 3.1 Company profile...................................................................................................11 3.2 Company project introduction..............................................................................12 3.2.1 Introduction of balanced bicycle products......................................................12 3.2.2 Introduction of Balanced Bicycle Training Program......................................13 CHAPTER FOUR SITUATION ANALYSIS AND RAISE QUESTIONS.................19 4.1 SWOT analysis of marketing environment of a company....................................19 4.1.1 Strengths..........................................................................................................19 4.1.2 Weaknesses......................................................................................................20 4.1.3 Opportunities...................................................................................................22 4.1.4 Threats.............................................................................................................23 4.1.5 SWOT Matrix analysis of a company.............................................................28 ix 4.2 Project Status Analysis of the company...............................................................30 4.2.1 General Situation of company A's project development.................................30 4.2.2 Product Status and analysis of the project.......................................................30 4.2.3 Current situation and analysis of project price................................................31 4.2.4 Project Channel Status and analysis................................................................32 4.2.5 Current situation and analysis of project promotion.......................................32 4.3 Analysis of market demand and consumer behavior............................................33 4.3.1 Market demand profile of the project..............................................................33 4.3.2 Decision analysis of consumer behavior.........................................................33 4.4 STP analysis of marketing project of a company.................................................34 4.5 Summarize the situation and ask questions..........................................................36 CHAPTER FIVE OPTIMIZATION OF PROJECT MARKETING STRATEGY.......38 5.1 Strategies for improving product target markets..................................................38 5.1.1 Market segmentation improvement.................................................................38 5.1.2 Target market selection....................................................................................40 5.1.3 Market positioning, avoiding the strong.........................................................40 5.2 Project marketing strategy design orientation......................................................41 5.3 Optimizing the specifics of your marketing strategy............................................42 5.3.1 Product Strategy.....................................................