Research On The Marketing Strategy Of Beijing Willow Golf Club

Golf is not only a noble ancient sport, but also a casual activity with a sense offashion, it has become a rapidly growing sport after tennis and football. Modern golfis recognized worldwide as a recreational sport, its biggest feature is that most peoplewho run the golf course operate in the form of clubs, and this will be the trend inmainstream golf clubs worldwide.Since the reform and opening up policy, golf quickly entered the Chinesemainland and has become a luxury sport. However, with a growing number of golfclub opening in major cities, public colleges and universities are also starting to teachgolf lessons and run competitions, are all contributing to a rapid developmentprospects in this sport. Furthermore, golf is officially a competing sport in the2016Olympics, and we are likely to see an increasing effort to popularize this sport by ourgovernment.This research is based on the principles of management, a series of basic theory ofcompetitive strategy and analysis using a series of management tools, including abrief PEST analysis, SWOT strategic analysis and Porter’s five forces model analysis.For Beijing Willow Golf Club marketing strategy model analysis, the three parts ofthe whole situation analysis and analytical methods (PEST model of political,economic and social analysis outlined; marketing, human resources, corporateculture and core competencies of internal environmental analysis; advantage,disadvantage, opportunities and threats SWOT analysis) from different angles toshow us Beijing Willow Golf Club’s long-term development.Through PEST analysis, internal environment analysis, SWOT analysis will allowus to better understand Beijing Willow Golf Club’s macroeconomic backdrop; notonly can we see the fruits of development before it can predict the future direction ofthe development. On the basis of a number of analytical results and furtherdeveloped consumer preferences and consumer psychology, for the futuredevelopment of Beijing Willow Golf Club increases the theoretical basis and help from theory to practice, to improve Beijing Willow Golf Club’s overall strength.It came to the conclusion that Beijing Willow Golf Club should take the path ofgathering cost leadership strategy and make a series of strategic advices andrecommendations on its implementation of the strategy of the club.