The Operating Status Investigation And The Development Strategy Research Of Xiamen Sailing Club

Along with the socio-economic development and the improvement of living standards,leisure sports became the preferred items for people to participate in sports and cultural activities.As a new leisure sports,sailing has also been significant growth.However,the rapid development of sailing club has led to some problems in the industry.How to regulate the development of sailing industry?How to improve the sailing club operating level?These questions are worthy of our full investigation for sailing club.Based on the document literature research,this paper carried out many questionnaire surveys on the managers,coaches and consumers of Xiamen Sailing Club,and using field analysis and mathematical statistics analysis.Moreover,using the PESTN macro analysis model,Potter's five forces model theory tools,to summarize the internal and external factors affecting the development of the clubs,indirect emphasizes the sailing club management promoting the standardization of industry.The results shows that,at present,Xiamen sailing club industry laws and regulations are not perfect,lack of unified norms.Its service level is low,the customer experience needs to be strengthened;the project is homogeneity,the lack of core competitiveness;the club overall investment scale is relatively small,the infrastructure is not perfect;the marketing channel is single,lack of customer source;low comprehensive quality of coaches,and the training is not perfect.These problems were mainly because the system lack of norms,management concept deviation,vicious competition in the industry,lack of funding for the club,the insufficient capital investment,lower barriers to employees entry.The contribution of this paper is to combine the current situation and the influencing factors,from the macro and micro two angles,based on the sailing club's business situation to put forward a practical solution.At the macro level,the government and relevant management departments need to develop scientific management regulations,standardize the certification system,establish and improve the regulatory system as soon as possible,enhance the awareness of managers and regulations,together with relevant departments and organizations,to carry out effective supervision and guidance on business activities.At the micro level,to seek new suppliers,reduce procurement costs;attention to the characteristics innovation,reduce the threat of alternatives;improve the club infrastructure,improve the club's reception capacity.To optimize business philosophy,unified service standards,improve service levels,enhance customer experience,and strengthen their own brand building;rich marketing channels,increase customer base;to set up professional club management team,improve the coaches' professional skills and sense of service,Set up perfect club training mechanism.