“双减”政策背景下我国课外体育培训产业发展策略——基于4P理论

Development Strategy of China’s Extracurricular Sports Training Industry under the Background of"Double Reduction"Policy——Based on 4P Theory

2021年7月24日,中共中央办公厅、国务院办公厅印发了《关于减轻义务教育阶段学生作业负担和校外培训负担的意见》,该政策的颁布与实施缓解了青少年的学习压力,给予青少年更多的发展空间,给课外体育培训产业带来了广阔的发展前景。该文运用文献资料法、逻辑分析法等研究方法,对课外体育培训产业进行分析,并以4P营销理论为理论和构建基础,从产品、价格、需求和宣传四方面提出意见,以期有效促进课外体育培训产业的发展。

On July 24,2021,the General Office of the CPC Central Committee and the General Office of the State Council jointly issued The Opinions on Reducing the Homework Burden and After-School Training Burden of Students in the Stage of Compulsory Education.The proposal of this policy alleviated the learning pressure of teenagers,gave teenagers their own development space,and brought broad development prospects to the extracurricular sports training industry.Using the research methods of literature and logical analysis,this paper analyzes the extracurricular sports training industry,takes 4P marketing theory as the theoretical and construction basis,and puts forward opinions from four aspects of product,price,demand and publicity,in order to effectively promote the development of extracurricular sports training industry.