A Study On Business Strategy Of DK Tennis Club

Since the late 90's of the 20th century, the tennis industry, football industry and golf industry have been regarded as the three main sports industries in the world. The people who are in these industries believe that tennis has considerable social and economic value, easily absorbing experiences of foreign industrialization thus becoming one of the most successful commercial sports. The economic output and social benefits of tennis clubs are the key organizing form of the tennis industry but more emphasis on the investment of the society. But the tennis clubs of Chongqing City are restricted to many factors such as beginning later in time, unclear orientation, indistinctive characteristics and lack of key value, resulting to their development to be depression. According to DK Tennis Club (founded only recently), the first thing that is needed to be done is to implement a sustainable management strategy.This paper briefly introduces"Innovative Theory"and"Blue Ocean Strategy", using five-forces model and both interior and outer analysis to make a full study of the outer environment and market need of the DK tennis club, to find out the opportunities and threats of this enterprise. This paper will also use resource theory, IFE matrix and EFE matrix to make a systemic analysis of the interior conditions of the enterprise, make clear the strengths and weakness of the enterprise itself. Upon the above stated items, this paper will use the strategy canvas of the blue ocean strategy, six oaths frame, four action framework and including many other strategic management analysis tools, rebuilt the market strategic layout of the DK Tennis Club, testify the blue ocean effect, put forward the new idea of"I have, you don't; others have but I will improve on it; you are minute, I am grand; low quality for you, high for me; others start after, I begin first"elaborating the management strategy of the DK Tennis Club– enterprise culture and company strategy, technological innovation and operating superiors, discuss the sustainable advantage of maintaining management strategy.This paper put forward the management strategy of"build great stadiums, form scale management; set up tennis schools, using bilingual teaching; depend on outstanding coaching, start multiple training; run tennis industry, broaden profit channel; hold tennis competitions, mould enterprise brands; use technological ways, deepen scientific research of tennis; bring culture forward, widen advertising channel". This paper takes DK Tennis Club as an example in exploring the new road in the value of the sports industry based on the blue ocean strategy and put forward revelations for medium and small sized enterprises to make and implement sustainable management strategies.