Research on market segmentation theory model of Chinese dance sports club marketing

Abstract

With the rapid development of China’s economy, the continuous improvement of people’s living standards, and the enhancement of lifelong sports and national sports awareness, although China’s sports dance fitness market started late, it has developed rapidly in recent years. The business sports dance club is the support of the sports dance fitness market in the future. What directly relates to the survival and development of the club is the quality of its marketing strategy. By using the method of literature, questionnaire and mathematical statistics, this paper makes an in-depth analysis of the current marketing status of China’s business dance sports clubs. This paper is based on market segmentation theory. According to STP theory of Market The theoretical basis of Segmentation is segmented into population, psychology, geography and behavior of Chinese dance sports consumer market, and theoretical models are studied from the perspectives of “participation motivation”, “leisure experience”, “lifestyle”, “leisure barriers” and “leisure benefits”. In this study, a questionnaire survey was conducted on the Chinese questionnaire Star platform, and a total of 986 questionnaires were collected, with 903 valid questionnaires. SPSS20.0 software was used to build a database, and relevant statistical operations and analysis of the collected data were carried out to draw the following conclusions: There are differences in the development level of dance sports clubs in different regions People in different lifestyle clusters have differences in leisure participation, leisure experience and leisure benefits The overall theoretical model of this study has medium explanatory power