Research On Optimization Of Marketing Strategy Of Hainan Boao Golf Club

Golf originated in Scotland.Through the spread of the "noble spirit" and "gentleman culture" in the Middle Ages,a golf culture with cultural heritage and modernity was formed.In recent years,in the context of China’s rapid economic growth,the golf industry has been facing its own shortcomings after conducting a nationwide clean-up campaign.With policy promotion as the guarantee and relying on market forces,the golf industry has gradually entered a healthy development.After the reconstruction of the golf course,the biggest impact on the golf industry in the short term is to break the imbalance between supply and demand in the market.The number of players has dropped sharply,and the club is facing huge operating difficulties.Since Hainan is the fastest growing province in the country’s golf industry,it has also had a significant impact on the Hainan golf market.This article takes Hainan Boao Country Golf Club as the research object,analyzes the club’s current marketing strategy,marketing strategy,marketing performance,etc.to understand its basic situation,and then selects two competitive golf courses in Qionghai City,Hainan Province for comparative analysis.The market environment analyzes the characteristics of club golf participants through market research and other methods.The study found that the club has the following main problems:vague marketing target market positioning,serious product homogeneity,single marketing method,insufficient service,etc.On this basis,using the STV triangle model and 4Ps marketing theory,the problem of the club was raised.Optimize the objectives and basis of marketing strategies,clarify market positioning,strengthen golf market planning,and use differentiated marketing strategies,marketing mix strategies and value-added strategies to realize the club’s marketing value.Finally,in order to ensure the effective implementation of the club’s marketing strategy,countermeasures and safeguard measures to optimize the club’s marketing strategy are proposed.In summary,Hainan Boao Country Golf Club should make full use of its geographical advantages to establish brand marketing effects and increase visibility.The club can rely on its own advantages to actively transfer the target market and pay attention to the mid-range golf income group;improve the club’s supporting measures and develop the "entertainment+ catering + villa" product portfolio with club characteristics.Attract golf participants,increase the income of the club,and improve the competitiveness of the club.