Research On Marketing Strategy Of Beijing Tian'an Holiday Golf Club

Beijing Tian'an Holiday Golf Club has increased its income due to its superior geographical location and continuous improvement of management methods.However,the club's income structure is not very reasonable,and its competitive advantage is not significant.There are still some problems in the marketing process.The continued development of golf clubs is not good.This paper selects the marketing strategy of Beijing Tian'an Holiday Golf Club as the research object,and uses the literature data learning,on-site field inspection operation,the club management and caddy representatives to conduct interviews,conduct questionnaires on club consumers,etc.Club consumers analyze and use SWOT tools to summarize the strengths,weaknesses,opportunities and threats of the current club.Through the STP target market strategy theory,the service marketing theory analyzes the marketing strategy of Beijing Tian'an Holiday Golf Club.Through analysis,it is concluded that Beijing Tianan Holiday Golf Club has the following problems in marketing strategy.The market positioning is vague,product homogeneity is serious;the promotion method is traditional,the marketing channel is single;the employees lack effective care,the turf quality is not good;the service process supervision is not in place.In response to the questions in the conclusion,the author puts forward the following suggestions for the marketing strategy of Beijing Tian'an Holiday Golf Club.Optimize product mix,scientifically set prices,optimize sales mix,increase website marketing channels,focus on employee satisfaction,focus on service environment settings,and strengthen service process supervision feedback.I hope that I can finally provide reference for improving and improving the operation mode and business philosophy of Beijing Tian'an Holiday Golf Club and improving the economic status of golf courses.