Aojin Shooting Club Marketing Strategy Study

With the further reform and opening of China, Sports clubs as a kind of gymnastic industry are developing very fast. However, sports club are studied seldom and the experiences are lacking in the theory field.Aojin shooting club is sponsored by Shandong Shooting Sports Association. It is unit not only attains benefits but also make the shooting popularization. The author is according to fact to study and mastermind the club marketing strategy to enrich the sports club marketing theories.The paper is based on the history of club marketing development to discuss the characteristic of club marketing. It uses the development experiences of local and abroad club for reference to get the marketing strategy idea of our sports club at present. As the strategy requirement, it study and lay out the suitable marketing strategy and implement measure for Aojin Shooting club.The paper adopts systemic way through theoretical and practical combination. It uses Five strengths of Porter, SWOT, STP strategy and marketing combination by applying marketing theories. The qualitative analysis was mainly used in the paper. The innovative idea is giving the marketing strategic planning on basis of the situation of Aojin Shooting club, that is to say the combination with aimed market strategy, market development strategy and market competitive strategy.The paper is composed of six Chapters. The first Chapter Foreword brings the background and significance of the study, methods and structure of the paper. The second Chapter defines the characteristics and actuality of the sports club market. The third Chapter through the analysis of inner and outer the environment of Aojin Shooting club, SWOT matrix has been imitated. The fourth Chapter mentions the development strategy. It explains the reason and content of strategy selection. The fifth Chapter studies the executives of the marketing strategy. It presents the requirement of the marketing strategy and puts forward some different marketing strategy combination. The sixth Chapter gets the conclusion.