基于市场营销视角对我国儿童体育培训企业的研究与思考

Research and Thinking of Chinese Children's Sports Training Enterprises Based on the View of Marketing

基于市场营销学的角度,运用数据分析法、文献资料法对我国儿童体育培训企业进行分析研究,目的是发现我国儿童体育培训企业目前所面临的经营难题,并给出相应的对策及建议。研究认为:我国儿童体育培训企业面临着疫情冲击,企业短期经营压力大;市场混杂,课程价值存疑;营销推广机制尚不成熟。建议:完善疫情防控措施,消除家长心头顾虑;用心做好产品,突出课程价值;培养专业营销人才,打造营销团队;利用网络资源,结合数据分析;增设特殊教育,完善培训结构。

Based on the data analysis and literature review,the authors analyze the children's sports training enterprises,in order to find out the problems in operation and give corresponding countermeasures and suggestions.The study believes that the enterprises are faced with great short-term business pressure under the impact of the epidemic,and have such problems as mixed market,curriculum value doubt and immature marketing promotion mechanism.It is suggested that enterprises should improve the epidemic prevention and control measures to eliminate parents'concerns,make good products and highlight curriculum value,cultivate professional marketing talents and build marketing team,make full use of network resources and combine data analysis,add special education and improve the training structure.