The Research Of Marketing Strategy Of Hainan Y Golf Club

It's been more than 30 years passed since modern golf firstly entering into China in 1984.Now golf has become an important platform of domestic investment promotion and capital introduction and important symbol of improving economic investment environment.Nowadays, golf course construction has entered into a rapid development stage. As the number of golf course is increasing, coupled with national macro-control on real estate and land for golf, golf course management problems especially in underdeveloped regions in the dilemma of development field increasingly appears. How to enhance the overall management level of the golf course, a better reference to the international advanced management experience and marketing mode, is the urgent requirement of golf course development. And then finally apply them into Chinese practical management. The research results of this paper will give some confidence to Chinese golf club management which now face difficulty conditions.Y golf club locates at Wanning City, Hainan Province which opened in 2010.It is a typical links featured golf course. As one representative club which is operated at high end in Hainan, Y golf club at beginning had excellent performance by the advantages of unique environment resources and strong marketing strategies in short period and got some successes during competition. But now it faces with a certain degree of operational difficulties at present stage, such as golf consumers less, operation management not systematical and market position not accurate etc. which all cause the problems of Y golf club's operation. The operation strategies need adjustment urgently. On the theories base of management science and market sales science, this paper takes research methods of reading literature theories,talking to experts etc. And has a deep research on Y golf club's marketing strategies.Firstly, this paper gives a SWOT model analysis on operation environment and evaluates strengthens weakness, opportunities and threats of Y golf club faced in Hainan market. And finally, constructs SWOT matrix which confirms the theoretical frameworks for Y golf club to make marketing strategies.Secondly, connecting to Y golf club's operating conditions and industry backgrounds,this paper takes 4P(Product, price, place and promotion) theory of strategy combination as one point to find the problems existed in present marketing strategies.Finally, aiming at these problems, this paper optimizes the marketing strategy from the aspects of market segmentation, market positioning, target customer group and others and systematically plans Y golf club's marketing strategy again. All the above will guide and benefit Y golf club by improving industry competitiveness, improving economic efficiencyand management level, achieving business objectives. And also it will give references to other golf clubs which plan to make marketing strategies.