Study On Current Management And Marketing Strategy Of Golf Clubs In Shenyang City

With the continuous development of social economy in Shenyang city, the Golf Club hasgone through a rapid growth. From1998to now, there are five Golf Clubs established withstandard court which are Shenshuiwan, Shengjing, Shiji, Jiangnan and Yunshi. However up tonow, there is no study on the management and development of Golf Clubs in Shenyang city yet.This paper is trying to conduct a research on these five Golf Clubs through documentreference, expert interviews, questionnaire and data statistics, aiming at revealing and analyzingthe problems occurred during the operation process. It will quote Shenshuiwan Golf Club as anexample and design a strategy applying to Shenshuiwan by analyzing its strategic environmentWith the continuous development of social economy in Shenyang city, more and more people are takingpart in Golf Sports. However the five Golf Clubs in Shenyang only focuses on those high-income groupsignores medium-income groups as the target market of golf sport participators. They pay more attention tofacility construction resulting in the fierce competition of facility service quality. Presently, the membershipprice in Shenyang Golf Club is too high to be affordable by the medium-income golf sport participators, whichcannot meet the requirement of target market. Shenshuiwan Club should transform their target market activelyand pay more attention to the requirement of medium-income participators based on their cost and costreducing advantages. By reducing membership prices and developing new membership products, Shenshuiwancan attract new target market and enlarge their market share in golf market.