Research On The Product Strategy Of Beijing Power Billiards Chain Club

In recent years, along with the buyer’s market of billiards club gradually formed, the management problem is more and more valued by the managers. This article researches the power billiards chain club, such as the management mode, product strategy and so on, to look for the general methods and rules in billiards club management. It will give the reference for billiards club’s management practice.Taking the power billiards chain club (referred to as "power billiards") as the research object, this article researches on the mode of operation, the existing products and so on, through the method of literature, expert interview, questionnaire and mathematical statistics. The main research contents include the background introduction of power billiards chain club, using the SWOT to analysis its marketing environment, do market segmentation to its consumer market, select target market and positioning product market, and then analysis its product strategy from the aspects of product level, product life cycle and product combination. The conclusions are as follows:1. Each layer of Philip Kotler’s product five-level theory will increase customer value, power chain club focus to provide customers with products at all levels. Power in the core benefit, basic product, expected product level basically can meet consumer’s demand, in the same industry is in a leadership position. In the level of value-added products and potential product, it keeps innovating to improve market competitiveness.2. The product life cycle theory is the theoretical basis of power billiards to develop the product portfolio strategy, power billiards’ managers selected the product project according to the different product life cycle in which stage of, and arrangements for the proportion of products based on consumer demand reasonably, take a choice in both growth and mature product decisively out of recession products, maintaining the vitality of the product. 3. The power billiards chain club broads the product line, beside the traditional billiards class product line and services product line, added the casual product line, and developed of the length of the product line based on the characteristics of the different product lines, focusing on consistent product portfolio the greatest degree of optimization of product mix to increase profits.4. Power billiards chain club is in a leadership position in the same industry, but comparing to the other billiards clubs, its product portfolio’s differential advantage is not obvious, the existing product line is conventional, the use of inadequate on site time, new product development has to be strengthened.