伴随着李娜在网坛取得的骄人战绩,网球运动在我国迅速发展起来,但是银川市本地以泰达

为代表的网球场馆经营业绩却很差,急需改进。本文结合泰达网球场面对的内外环境,运用SWOT

分析工具,为企业制定了增长性的市场战略,然后通过问卷调查和实地考察的方法对银川地区的

网球消费市场状况进行了挖掘,并用数据分析的结果为企业做了市场细分和定位,最后依据服务

营销学的7P理论以及劳特朋的4C理论,对该馆在经营中出现的定价不合理、产品服务层次低、

缺乏促销、渠道建设较差、以及服务人员缺乏激励等问题进行了评价和分析,提出了一些针对性

强、易操作的的营销策略,旨在为网球场馆的经营管理者提供有效的参考依据,提升该企业的服

务能力,达到网球消费者和网球场馆管理者的双赢。

关键词:泰达网球场营销环境营销策略

Abstract

With impressive record Li Na made in tennis, the sport of tennis has developed rapidly in our

country, however, in Yinchuan, the performance of the tennis stadiums reprented in TEDA tennis

court is poor, which is need to improve. In this paper, based on flie internal and external environment of

TEDA tennis court, SWOT analysis tool was used for the company to develop a strategy for the growth

of the market, and thra Wnchuan tennis consumer market was excavated through methods of

questionnaires and site visits, and fee results of the data analysis were used for the enterprise market

segmentation and positioning. Finally, according to the theory of 7P mariceting services as well as Laut

Peng's 4C theory, some taigeted and easy-to-operated maiketing strategies were put forward to evaluate

and analyze the problems such as unreasonable pricing, low-level products and services, lack of

promotion, poor channel construction, and service personnel lack of incentives. The aim is to provide

effective references for tennis court managers to enhance the company's service capability to achieve

win-win for consumers and tennis court managers.

Key words: TEDA tennis court, marketing environment, marketing strategy

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