How can sports training institutions quickly open the market?

How can sports training institutions quickly open the market?

I. Background

With the establishment and improvement of China's socialist economic system and China's accession to the WTO, people's daily living standards and standards have been improved. With the vigorous promotion and advocacy of Olympic glory plan, national fitness plan and sunshine sports for hundreds of millions of teenagers, sports are increasingly favored by people, the awareness of lifelong sports is gradually strengthened, and the demand for sports consumption is increasing, and the demand for sports consumption is developing in a diversified, professional and standardized direction. However, the existing community sports and mass sports can't meet people's demand for modern sports in both hardware facilities and software facilities, which requires a large number of professional sports technicians to provide them with scientific sports technical action guidance and services. In this case, a broad sports training market has been formed. Therefore, the sports training market has become an important part of the sports market, and the sports training industry it brings has become the "sunrise industry" and "pillar industry" of the new growth point of the sports industry. In order to promote the rapid and healthy development of China's sports industry, when developing the sports training market, we should fully consider the external and internal factors of the market, grasp the favorable and unfavorable factors of the sports training market development, make efforts to make use of its favorable factors, open the influence of unfavorable factors, ensure the market development to advance step by step as planned, and provide theoretical basis for making correct business decisions. Promote its long-term stable development, and achieve the expected economic and social benefits, and finally achieve the goal of the market development plan. Modern management puts forward an important SWOT analysis method when discussing the formulation and implementation of the plan. SWOT analysis refers to the comparison and analysis of the strengths, weaknesses, opportunities and threats of any plan in the process of formulation and implementation. Formulate business strategies and tactics suitable for the actual situation of this plan, find out the key problems faced by this plan, and make the plan and strategy based on SWOT make full use of advantages, capitalize opportunities, foster strengths and avoid weaknesses, and open threats. This paper attempts to analyze the sports training market by using this analysis method of modern management, and puts forward correct and perfect strategies.

Second, China sports training market development SWOT analysis

1. Advantages of sports training market development in China

(1) The per capita income of towns and households has increased rapidly.

With the establishment and perfection of China's socialist economic system and China's entry into the WTO. The national economy has maintained steady and rapid growth, the per capita income of urban and rural households has increased rapidly, and the Engel coefficient has gradually decreased, which means that the proportion of food expenditure in total consumption expenditure has been decreasing, which means that people have changed from pursuing material life to spiritual life and from material consumption to service consumption. By 2004, the proportion of urban residents' expenditure on culture, education, sports and entertainment increased from11.04% in 2004 to 1.989% in 2004, while the proportion of rural residents' expenditure on culture, education, sports and entertainment increased from1. People's consumption structure is constantly optimized, which is undoubtedly conducive to the development of sports training market.

(2) The investment in hardware facilities of stadiums and gymnasiums has increased.

With the improvement of people's living standards, people require stadiums and gymnasiums to develop in the direction of standardization and specialization. The government has also increased the investment in sports hardware and software facilities, and some social funds have also participated. At the same time, due to the increase in the number of large-scale events held in China, the construction of sports venues in China has been accelerated invisibly. In order to meet the needs of the 2008 Olympic Games, more than 30 Olympic venues have been built in Beijing, Shenyang, Qinhuangdao, Tianjin, Qingdao and Shanghai. This will provide a standardized and specialized stadium for the future development of China sports training market, and help to meet people's demand for modern sports.

(3) a wide range of consumer groups

With the acceleration of global economic integration and China's entry into WTO, as well as the vigorous promotion and advocacy of "Olympic glory plan", "national fitness plan" and "sunshine sports for hundreds of millions of teenagers", people realize the role and importance of sports, and more and more people are willing to participate in sports activities. Some white-collar workers actually use sports as a way to communicate with others. Therefore, many sports training institutions need to improve the scientific guidance of their training.

2. The disadvantages of the development of sports training market in China.

(1) system is not perfect.

At present, most sports training institutions in China do not have their own stadiums. They run schools jointly through the government or some schools. Their management system is not perfect, there is no separation between government and enterprise, and the enterprise management model cannot be implemented. This means that there is no complete market-oriented operation, and it is a semi-government and semi-enterprise operation mode. This model has chaotic property rights, which easily leads to conflicts of interest, resulting in the inability of both parties to cooperate. Secondly, there is no incentive system, which can not improve the enthusiasm of employees, thus reducing the efficiency of training institutions, which doomed the training institutions can not go further.

(2) The degree of specialization of market developers is not high.

The prerequisite for the successful development of the sports training market is to have a highly specialized team of market developers, who should not only understand the product characteristics of the sports training market, but also master the rules and details of sports marketing, and be able to complete the scheduled promotion tasks through communication with customers, product packaging, answering questions and coordinating product prices and conditions until the transaction is completed. However, at present, the main personnel in the development of China's sports training market are those engaged in administrative work, as well as some recent college graduates who set up small sports fitness clubs. They have no experience in market operation, do not pay attention to market research, marketing and advertising, and their business philosophy is relatively backward, and they have the idea of waiting for customers to come to their homes. Therefore, it will affect the implementation quality of the plan to a certain extent.

(3) The market entry threshold is low.

With the benefit of the gold mine in the sports training market, some new institutions will enter the industry every year, and the teaching level of these institutions is uneven, just like a mixed market. At present, anyone in the market can do sports training, and the minimum threshold can be as low as inviting some college students who know sports, renting a venue, getting some start-up funds, and then holding false advertisements, you can start sports training classes. The overall market is mixed, and the mentality of quick success and instant benefit is very serious. This shows that government agencies have not established industry management system and operation mechanism, which leads to fierce competition in the industry and chaotic market.

3. Opportunities for the development of sports training market in China.

(1) National policy support

The contradiction between the people's growing demand for sports consumption and the shortage of social stadiums and gymnasiums, as well as the maintenance of stadiums and gymnasiums in China, has prompted governments at all levels to vigorously support China's stadiums and gymnasiums to face the society and the market. These supports include giving relevant policy support in the process of market development, providing some funds to build modern sports facilities and other supporting facilities, and also providing a series of preferential economic policies such as taxation.

(2) leisure time has increased.

With the rapid development of China's economy, the division of labor is becoming more and more detailed, and most manual labor is replaced by machines, which virtually increases people's leisure time. It is one of the most important conditions for people to engage in sports activities and sports consumption. With the accumulation of social material wealth and the improvement of living standards, more people begin to take how to spend their leisure time better as an important part of improving their quality of life, and the concept of "spending money on fitness" has become a fashion and trend.

(3)2008 Beijing Olympic Games

Beijing Olympic Games has always been a hot spot and focus of attention from all walks of life from bidding to preparation. The public's extensive attention to the Beijing Olympic Games has objectively created a good atmosphere and environment for the development of the sports training market, especially the persistence of social attention, which will create a very favorable development platform for different stages of the sports training market development plan and create more business opportunities for the market development. The process of hosting the Olympic Games is the process of constantly improving the national sports consciousness and guiding the mass sports consumption. It is beneficial to produce new ideas and new ideas for the development of sports training market.

4. Threats to the development of sports training market in China.

(1) Sports laws and regulations are not perfect.

At present, most of the sports laws and regulations promulgated in China are comprehensive management methods, which are not detailed in every link of management and sports, lack of operability, and will be inconsistent in the specific implementation process. Therefore, relevant implementation rules should be further formulated on the basis of comprehensive regulations. Because sports industry is a new industry in China, theoretical research lags behind the development of sports industry practice, and the government's management of sports industry is still in the exploratory stage, and the relevant regulation mechanism has not yet been formed.

(2) The overall consumption capacity of society is growing slowly.

With the development of China's socialist economy, although the consumption level of urban and rural residents in China has made a qualitative leap, the overall consumption of society is still at a low level, and insufficient consumption is still one of the main contradictions of well-off life. The overall consumption capacity of society has a direct impact on sports consumption. According to the survey data of "2003 IMI Consumer Behavior and Lifestyle Yearbook", there are many viewers watching TV sports programs in China, but the number of people attending sports venues in person is still very small. This situation cannot but attract our attention.

(3) Lack of management talents

The lack of high-quality sports management talents is one of the important factors that restrict the development and growth of China's sports training market. The development of sports training industry needs talents who know both sports and economy. At present, the managers of sports training institutions in China are mostly administrators, retired coaches and remote mobilizers. The single knowledge structure and social experience, lack of systematic sports management theory and rich market practice experience, directly affect the management level and service quality.

Three, China sports training market development countermeasures.

1. Establish the concept of market economy

As an industry and a seller of training market, sports training should win in the competition. Only according to the supply and demand situation of training market, mastering the changing law of training supply and demand, adjusting the training specialty, course and scale in time, improving the predictive judgment ability of managers, especially leaders, and strengthening the research, planning and development strength of education and training institutions can we win.

2. Cultivate comprehensive management talents

It is necessary to ensure that market activities are carried out in an orderly manner, and to find and cultivate management talents with pioneering ideas and dedication, business acumen and management ability, professional academic level and high reputation. In the market operation, we can hire outstanding talents in the sports market and cooperate with those who know sports, business and sports to develop the sports training market in colleges and universities.

3. Form a brand advantage

Training institutions participate in market competition under the condition of market economy, and form their own brands by establishing their own popularity, credibility and reputation among consumers. Brand training institutions have their own brand image, teaching mode, management mode and high-quality teachers, which have produced brand benefits through the choice of scholars.

4. Improve the industry access threshold and strengthen monitoring.

Establish a set of standardized sports training market system and monitoring mechanism to optimize the sports training environment. Only by formulating the market access conditions and systems of sports training institutions, evaluating sports training institutions in a certain period of time, and carrying out large-scale rectification according to the assessment results, can sports training industrialization embark on the road of sustainable development with unified standards, orderly competition, standardization and high efficiency.

5. Establish the concept of relationship marketing

The consumers of sports training are mainly sports enthusiasts. Therefore, in the process of sports training, we must establish the concept of relationship marketing from beginning to end. There must be repeat customers, and no one can make a deal. Relationship marketing is a new sales concept and method, that is, enterprises establish and maintain relationships with customers and other participants, meet the goals of all parties, and maintain and strengthen customers' trust in the enterprise itself. The main purpose of relationship marketing is to cultivate and strengthen continuous and lasting customer relationship, which is a long-term marketing strategy.

6. Implement various pricing strategies.

At present, the consumption consciousness of China residents is growing slowly. In order to satisfy sports groups with different consumption levels, different pricing strategies can be adopted. For example, take some preferential measures such as monthly card, season card, annual card and life card, implement the strategy of high-end consumption and low-end consumption, and further tap potential sports consumers.

Four. conclusion

To sum up, the potential consumers in China's sports training market are vast, and there are shortcomings and threats in the imperfect system, but in general, its internal advantages and external opportunities outweigh its disadvantages and threats. Therefore, China should strengthen the management of sports training institutions, establish enterprise management mode and various pricing mechanisms, improve relevant laws and regulations, make full use of advantages and opportunities, overcome shortcomings and resolve threats. The development of sports training industry can make full use of some idle resources in China and provide an alternative way for the masses to participate in and participate in physical exercise. As a part of China's sports industry, its operating mechanism should follow the law of market economy, so as to make itself sustainable and promote the development of China's sports industrialization.