A Study On Marketing Tactics Of Beijing Willow Golf Club

With rapid economic growth in China recent years and the maturing of golf industry, Golf in china is facing an excellent opportunity. However, due to the issues of low level enterprise management in domestic golf industry, and the lacking of mature marketing operation managements, lots of golf corporations are in difficult predicament. Therefore, how to enhance the management level of golf clubs and seize the golden opportunity for golf to enable enterprises to rapidly grow situation, is the significant problem to all golf business operators in China.This dissertation applies management and marketing as theoretical basis, and expand the in-depth study on the marketing tactics of Beijing Willow Golf Club through literature consultation, expert interviews, comparative study, spot investigation method and etc. Ⅰ first compare to tennis and other sport clubs which has similar features with golf clubs both at home and abroad. Meantime, Ⅰ expand in-depth understanding of current development of domestic and international golf clubs, and gain a deeper comprehension of business operation and management of golf clubs. Then, through applying the development of china golf as the starting point, analyzing external marketing environment, Ⅰ use the SWOT analysis tool to evaluate golf market in Beijing by strength, weakness, opportunity and threat. And develop marketing tactics to establish a theoretical framework. Then, after subdividing of club’s target market, establish market position, then come to the final analysis based on mixed marketing4Ps strategies of product strategy, pricing strategy, place strategy and promotion strategy. In addition, Beijing Willow Golf Club applies differentiated market focusing tactics, positioning the corporation as city business people club, locks the core consumers in groups of Zhongguancun private entrepreneurs. The precise positioning of enterprise and improvement make the club in a sustained profitability status.However, through the internal and external environment analysis, and the reality of operating in club is not conducive to the development of emerging issues and make a number of target recommendations as follows: 1. The corporation should improve the club training system through effective professionalism of staff and ensure it to be in high-end service level, then, continuously improve the recognition of club’s service quality.2. The club need to strengthen its brand awareness and enhance the influence of the industry, then develop the enterprise to a broader space through brand influence.3. The corporation should be more involved in social welfare activities, and through the establishment of excellent public relations to change the external bias on the golf industry.4. The customer service department should be noticed to improve the customer relationship management by familiarity with their spending habits to make them feel the exclusive and high-quality service, thus enhance the members’ loyalty and sense of belonging.