Present Situation Research In China Golf Club League

Golf entered into China in the late 19th century.The policy of reform and opening up created a good market opportunity for the development of golf in the 80s last century.The increase in golf population, the number of venues, and golf events make golf become one of fast-growing sports industries in China. At present,there are a few influential golf events in China, and its operation level are limited.China Golf Club League (CGCL),born under this background, is the largest amateur team competition in China. CGCL has gotten some achievements since 2007,but encountered some problems.How to improve the operation of the event and make relevant suggestions for CGCL and other golf events reference is the purpose and significance of this study.This paper adopts researching techniques such as literature material, interviewing and logic analysis to investigate and analyze golf development status,macroeconomic environment,organization, market development,media communication, participant and brand image of CGCL. The conclusions are drawn as the following:1.Golf industry has formed a certain scale through 20 years of rapid development in China, which provides a good opportunity for CGCL.2.The comprehensive sports laws and regulations,sustained economic growth, golf population growth and generally recognized social culture provide favorable macro-economy for CGCL.3. CGCL has made certain achievement since 2007.At present,CGCL involves the most participants and clubs all over the country, lasts for one whole year and has become the most important team amateur golf event.4. The exploration of league market is not adequate. The span of sponsorship ranking is too big, the difference of rights and interests enjoyed by sponsors at all levels is not reasonable, and the orientation of sponsorship status is unclear,which affect lent of CGCL.5.Communication media cover the TV, internet,broadcast and print media.But the escalation of CGCL is prevented because of no TV live rebroadcast.6.The participants are the most purchasing-power people in China, and CGCL has set up good brand image in their minds.In view of the above findings,this article puts forward the following proposal:1.Make clear of the market positioning of sponsors at all levels, refine sponsors classification. Sponsorship system is set to 4.2.Strengthen cooperation with the media, rebroadcast some games on TV, and increase publicity to enhance CGCL brand image and value.3. Attract high-level golf clubs and players to participate the league by appropriately raising the league clubs subsidies.4. Improve further the terms of qualified management and checkup strictly the participant qualification to ensure fair competition.5.Enhance the standard of traffic and accommodation around the clubs, which hold the league, to improve the quality of CGCL derivative products.