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Children Table Tennis Training Market in Nanyang City Marketing Strategy

Author: LinZuoLi
Tutor: XuGuoGen
School: Jiangxi Normal University
Course: Humane and Sociological Science of Sports
Keywords: Nanyang City Children Table Tennis Training Market Marketing Strategy
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Type: Master's thesis
Year: 2013
Downloads: 40
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Abstract


With the improvement of living standards of the Chinese family, the socialfamily structure changes, family leisure time increases and the quality of the parentscontinuously improve. The parents are willing to pay more time, effort and money tocultivate children. Many parents care about their children’s academic performance,nutrition issues, meanwhile they begin to focus on fostering children’s sports interestsand hobbies, hoping that sports can make children optimistic, strong, lively, cheerfuland positive so as to enhance their comprehensive capability. Table Tennis as China’s"national sport" brilliant achievements in the history of the country has won manyhonors, and created rare enduring miracle in the World Sports.1970s "ping pongdiplomacy" that is the political and diplomatic work of the new China made a greatcontribution. Coupled with its unique kinetic characteristic and powerful fitness andmental health, table tennis has the world’s most powerful mass base. As a much-lovedsport, needs of table tennis training are constantly increased, more and more tabletennis training institutions appeared on the market.The context of the right to host the2012Seventh National Peasant Games inNanyang City, people pay more attention to the sports industry, and sports atmosphereare more and more concentrated, so the people in sports demand is also increasing. Asstrong sports in Nanyang City, table tennis attract more attentions so that table tennistraining market get further development opportunities. Until June2012did NanyangCity has a total of13different children’s table tennis training institutions in nature andscale.In this paper, literature, market research, questionnaire survey, expert interviews,practice summary and other research methods were used, marketing, management,economics, marketing, psychology, sports economics, sports marketing and otherrelatedacademic theory applied, Nanyang City Children Table Tennis training marketmacro environment through the five aspects of the political and legal, social, cultural,demographic, economic, technical were analyzed and researched. Nanyang CityChildren Table Tennis Training Marketing micro-environment research include: thetraining market situation, the status of the training institutions, training institutions,students, coaches and training partners situation, combined with the managers oftraining institutions, coaches and parents questionnaire were used to analyze themarket situation of Nanyang City Children Table Tennis training. Elaborated segmentation and target market selection and positioning for Children Table Tennistraining market situation of Nanyang City Children Table Tennis training market inNanyang City, and developed the product, pricing, distribution channels, promotion,people, process, physical evidence, brand image, alliance marketing mix strategy andused relationship marketing, experiential marketing and social responsibilitymarketing new ideas in the marketing strategy of the table tennis training institutions.This study provides a reference for the healthy development of children’s table tennistraining market in Nanyang City and the relevant development of the sports trainingindustry.

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