The Study Of The Marketing Strategy Improvement To Golf Club A

With the first golf club set-up in the year of1984, golf industry is developing at a high speed in China. It is significant for golf industry’s better development in China with its success of becoming the official game in Olympic Games which was announced in2009.Along with the great development, the competition between golf clubs becomes more and more severe. The golf club now is facing serious challenge for its daily operation:golf course control, low service hour of caddies, limited income.....How to better sell the tee-time, how to fully utilize the golf course, what kind of marketing strategy should be implemented, all above are now the primary tasks of the golf club top management.Golf Club A which was founded in1990s’ is the study object of this dissertation:after years’ development on social environment, market competition, golf club business scale, membership variety, staff quantity, Golf Club A is now facing a marketing dilemma, this dissertation will offer suggestion to solve this problem.To well improve the marketing strategy of Golf Club A, a thorough study of the external&internal competition environment is taken for a concluded strength&weakness to Golf Club A. With detailed analysis to the golf industry&Golf Club’s demand, market segmentation&the final decision, a prelim re-adjusted marketing strategy is deduced here. And service marketing theory is well introduced in this article as a tool to analysis Golf Club A’s market strategy from7aspects. And finally it is concluded Golf Club A should enhance the management on product, quality&staff to ensure the improved marketing strategy can be well implemented.