Study On Development Strategy Of Taigucang Yacht

Guangzhou TaiGuCang Yacht Club (TYC) in Guangzhou city is the first authorizedcommercial yacht club with business including recreation entertainment, yacht rental, training,catering services. the club is under pressures and facing challenges because of impropersoftware and hardware allocation，poor human resource management and lacking of brandmarketing. The purpose of this study is to formulate appropriate development strategy of TYC,so that it can grasp the opportunity, avoid risk, play advantage, eliminate the disadvantages,and develop rapidly.On the basis of strategic management theory, using modern strategic theories andanalysis tools, with the TYC as a case study, present study employs five competitive forcesmodel to analyze the main competitors, potential competitors, the new comer and the relationbetween the supplier and customer, in order to define the position of TYC in the competitionand to propose development strategies for TYC through in-depth analysis of internal andexternal environment, advantages and disadvantages of TYC. The proposed strategies areproduct differentiation strategy, the club brand strategy, marketing and product innovationstrategy. And also suggest the security measures to implement the company strategy,including completing the management system of enterprises, strengthening brand image,improving human resources management, boosting information construction and buildingcorporation culture. The conclusion of the study has universal significance to other yachtclubs development and will make contribution to local yacht industry growth.