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Selected Market Analysis of Badminton Industry 1

Part I: Preface

1、 Research background

In recent years, with the rapid growth of the national economy and the continuous improvement of people's living standards, the concept of "fitness for all" has become more and more popular in the society. More and more people will realize the importance of sports, and sports have become a hot spot in the society. The campus market has received great attention from the society. More and more manufacturers are looking to the campus market, which is a potential huge market. Here, We selected the active group of college students as the research object, and selected the relevant aspects of badminton as the research object, mainly focusing on the campus, which is a potential huge resource. Badminton is a sport that can make people look sharp and exercise all over the body, and can improve people's physical quality. Today, this sport is more and more popular with the masses. The consumption of badminton supplies has gradually increased with the popularity of this sport.

Marketing training is a supermarket independently operated by students of finance college, located next to the stadium. The products and services provided by the supermarket can well meet the needs of students. Since the supermarket is a new supermarket in the campus of the Finance College, in order to better develop the badminton consumption market in the campus of the Finance College, the special committee Chenxi Research Group conducted a exploratory market research in the Finance College market, hoping that this research can provide a basis for the development of the supermarket sports goods market.

2、 Research purpose and content

（1） Research purpose

According to the internal discussion of our group and the actual situation of the marketing training supermarket, the main purposes of this market research work include:

1. To understand the number of badminton consumers, the proportion of consumption motivation and consumer awareness of each badminton brand, so as to provide a basis for the development of the supermarket badminton market.

2. Understand the popularity of each badminton brand and the preference of student consumers, and compare it with the other two supermarkets of the main competitor schools, so as to clarify their own advantages and disadvantages.

3. To explore the consumption ability and playing habits of consumers, and provide the main basis for the market positioning of badminton supplies in the training supermarket.

4. Understand the students' buying habits and price, and provide basis for the training supermarket marketing decisions.

5. Understand the popularity and consumption of badminton among college students, and grasp the actual situation and market prospects of this sport in universities.

（2） Research content

1. Analyze the basic situation of the main competitors around the market:

(1) Investigate the business status and customer flow of the surrounding supermarkets, snack bars and other competitors.

(2) Understand the length of the respondent's playing time.

(3) Understand the respondents' satisfaction with the badminton supplies they have bought, and find out their accurate market positioning from the comparison.

2. Understand the recognition, acceptance and reputation of target customers for supermarket badminton, analyze their own advantages and disadvantages, and find out their own development space.

3. Explore consumers' consumption ability and playing habits:

(1) The mode of consumers' playing?? Sudden or planned consumption, etc.

(2) , target customers' spending on playing ball, etc.

(3) Understand the respondent's playing preference and the frequency of playing in a week.

(4) Understand the price of badminton supplies that the respondents can accept.

3、 Implementation of investigation

（1） Implementation of research plan

The survey was conducted in the dormitory on the campus of the Finance College. According to the proposed sampling plan, we actually sent out 100 questionnaires, and actually recovered 96 valid questionnaires, with an effective rate of 96%. From the survey results, the data distribution basically conforms to the normal distribution. Therefore, the survey results are accurate and reliable.

（2） Background data analysis

In this market survey, a total of 100 questionnaires were distributed, 96 of which were valid, with an effective rate of 96%. Among the 100 valid samples, the ratio of men and women was 44:52. Their grade distribution was 4.2% for Grade 07, 54.2% for Grade 08, and 41.6% for Grade 09. The whole sample basically covered all grades of Grade 07, Grade 08, and Grade 09, with Grade 08 and Grade 09 as the main respondents.

Selected Market Analysis of Badminton Industry 2

Sports fitness is a trend, and spending money on health is the general trend. In recent years, badminton has become a popular project for public fitness. After Lin Dan won the world champion of badminton Olympic singles, badminton has ushered in an unprecedented upsurge. In just a few years, its development speed across the country is amazing, and badminton halls have sprung up all over the country, Therefore, it has become a very important part of the national sports culture and has a great impact on the national sports economic market. With the increasing emphasis on national fitness and the development of the sports industry, the operation of badminton stadiums has great room for development. Badminton equipment, rackets and shoes will become the focus of fans

The number of venues owned by the stadium directly reflects the operation scale of the stadium. According to the survey, most of the stadiums in 3-16 badminton courts are located, while those with more than 16 parks are relatively rare. Now there are many entertainment projects to choose from, and there are many guests driving out to play. If your stadium has no parking space, its competitiveness in the market will be greatly reduced. Who would like to play basketball and find a parking space for half an hour? Parking lot is the most basic equipment. Secondly, the hall should be equipped with locker room, locker, toilet facilities, and if possible, a bath room for customers. The professional badminton hall management system can be used with the bath water control system to achieve universal membership card and swipe card consumption, which is more user-friendly and more unified and convenient management

How to stand out from many badminton halls? Management is the key

The building of atmosphere in the badminton stadium operation depends on the improvement of the service quality of the stadium, and the improvement of the service quality of the stadium depends on the integration of the supporting facilities and resources of the stadium. First of all, the service quality of the venue is the top priority of the venue, and it is also the reason why the venue can form a strong attractive magnetic source. Only when the service is in place and the customers are comfortable and relaxed can they be happy physically and mentally, and can they drive the friends around to exercise together. The second is the hardware configuration, lighting effect and ground glue quality. The lights of the badminton hall can be automatically switched on and off through the professional light control system, and the lights will be automatically turned off when the time is up. Humanized management and humanized service can move the hearts of guests. Most badminton stadiums are comprehensive stadiums, and basketball, volleyball, table tennis and other projects are mixed and managed in a unified way, which meets the needs of the people for fitness and entertainment, and greatly promotes the full use of sports resources.

Badminton stadiums operated by enterprises are open all day, from 8:00 to 23:00. Some stadiums have customers who book morning exercises, and they will open earlier. University venues generally have to teach in the daytime. They are open from 15:00 to 23:00 and 18:00 to 23:00 from Monday to Friday, and from 8:00 to 23:00 on Saturday and Sunday. Due to the teaching task of university badminton halls, the operation and utilization rate of the halls have been seriously affected. According to the field survey of the halls and the interview with the managers, the utilization rate of the halls can basically reach 100% from Monday to Friday nights and weekends, so consumers have to make an appointment in advance to book the venues, and there is no need to make an appointment in the rest of the time. There are relatively few guests, During this period, the price can be properly discounted, or the monthly card and practice card can be limited to be consumed during this period. According to the results of a random survey of badminton consumers, most consumers choose to play at night, so it is often full at night and the price is relatively high.

At present, many badminton courts and stadiums adopt a variety of business methods to engage in business activities. The ways of consumption in the stadium are: membership system with different discounts, annual cards, monthly cards, second time cards, random consumption, coupons, etc., and have received good economic benefits. Some badminton venue managers also deliberately seek innovation, and set membership days or birthday days for free. Some annual pass users can even bring a friend to play with each time for free. If they are energetic, they can also organize regional competitions to make the venue famous

Foreign related publicity:

If the location is good, just a little publicity, such as going to the sports school, going to the sports goods store, giving them some monthly cards, and how much rebate is there for selling one monthly card. Or you can say, I will buy with you, score badminton, and you will sell the cards for me, and the sports store will also be willing to do so

My personal advice is not to advertise in newspapers or on TV, because if I see such advertisements, I will think that this market must be very expensive