A Marketingstrategicdesignofggolfclub

Golf, as a collection of the green, oxygen, light and feet, has developed for 500 years. Modern golf has evolved into a global sports industry. It is over 20 years since Zhongshan Hot Spring Golf Course opened, which was invested by Mr. Fok in Guangdong.in 1984. During these more than 20 years, along with the process of reforming and opening, China's sustained rapid economic growth. Golf, as a traditional movement of gentleman has got a fast development in China. Throughout the country golf practice grounds and golf courses have been built, but most of them are not in good conditions. Currently, homogenization in the competition among domestic golf courses is serious, and it is estimated that more than 50% of the clubs are at a loss.Golf development in Tianjin is less than in Guangdong, Beijing and other developed areas of golf, but with the Tianjin Binhai New Area development and construction, in the future Tianjin will be the third of China's economic growth pole. Economic growth will provide unprecedented opportunities for the development of Tianjin Golf. G Golf Club, as the only golf course in six centre districts of the city of Tianjin, has a huge space for development.This paper is based on the basic theory of competitive strategy and objective analysis of the G Golf Club competitive environment. In the external environment analysis, the application of PEST analysis is for analysis of the macroeconomic environment facing the golf industry. The application of Porter Five Forces Model is for the analysis of the golf course industry environment. The application of strategic group analysis is for the analysis of Tianjin market environment. Trough these analyses, opportunities and threats, which G Club faces with, are obtained. G Club, by analyzing the internal environment, discovers the advantages and disadvantages of the club. In the external environment within the club on the basis of comprehensive analysis, combined with consumer motivation and impact of golf Golf club competitive factors, planning a strategy for G club competition. G Golf Club should take focus strategy and cost leadership strategy, and a series of recommendations are put forward.