Research On Shan Dong H Golf Club Channel Optimization

With the continuous improvement of living standards, the continuous increasing demand for high-end sports, leisure and business has made high-end consumer goods developed fast, enriched people’s life. And formed its’own character. The golf sport emerged from the trend and gained long-term development. From the first golf club "zhong shan hot spring golf club" founded in1994till now, there are about600golf clubs in China and the number is growing at a rate of10%.Under this circumstance of fast growing, the output of is relatively low because of the large scale, high personnel cost and most of golf club is in a dim situation. Thus, the main task of golf club is to seek a breakthrough of marketing. To increase the sale, the golf club need to ding deeply into the customers, productions, promotions and channels. The research of marketing channels which refers the marketing theories up to date is a crucial approach to boost the other there aspects.This paper started from theories such as marketing channel, channel management, channel optimization and adopted methods such as documentary research and expert interviews.Then this paper deeply analyzed the current situation of Shan Dong H golf club and the problem of existing channel by using the method of combining theory with practice., fully considered the internal and external factors and designed scheme of channel optimization and supporting measures by using scientific methods of channel design.This article is divided into six chapters. The first chapter is the introduction and elaborated the background, research significance, innovations, research methods research thought and framework. The second chapter elaborated related theories of golf club, marketing channel, management channel optimization design, which provide adequate theory basis for the Shan dong H golf club channel optimization design. In the third chapter, this paper specifically elaborated the overview of Shan Dong H golf club marketing channel and analyzed the existing problem.In the fourth chapter, this paper set up the principle and target of the realization of Shan dong H golf club channel optimization design and customized targeted scheme of channel optimization. In the fifth chapter, this paper stated the requirement of implementing the channel optimization scheme. The sixth chapter is summary and prospect. In this part the paper made a brief summary of research conclusion and discussed the future direction of research.