4C Method Of Marketing And Marketing Planning Used In Golf Clubs Management Of Hunan Province

With the development of China’s economy, more and more people take part in golf,meanwhile, golf related industry also get rapid development. In the terms of current golfclub development, the situation is not optimistic. Many golf clubs in China sufferedheavy losses. The golf management in Hunan province lacks of a comprehensive,systematic and in-depth research and analysis in academic and theoretical field.This article will use the literature material method, interview method, questionnairesurvey and other research methods to investigate seven golf club business in Hunanprovince till2012. By the analysis of the external environment and internal environmentof these golf businesses, using the4C method of marketing to compare and discuss itscause, and combined with the marketing planning, give the following suggestions forthe marketing of Hunan golf club:Strengthen the brand marketing planning, establish the Golf culture of Hunanprovince, invite celebrity endorsements, give new product promotion and productinnovation, strengthen the marketing innovation of golf club, formulate pricing strategyand build golf dating platform. This article aims to provide a referenceand theoretical basis for the golf management in Hunan province, and then makeinnovation in the inter discipline field of sports science and marketing.