Customer Relationship Marketing in Chinese Golf Operation

摘要

Golf is considered as a sunny industry by many investors in China, and the number of golf courses is increasing rapidly, however, few golf clubs can make profit. It was found the golf environment in China is quite special through researching. Chinese regard golf not only as a sport but also as a platform to show their social status and develop business. Therefore, Chinese golf clubs must match these special needs in their daily operation and marketing strategy. Customer Relationship Marketing is a suitable marketing theory for Chinese golf clubs to have right marketing strategy and management. Every club may have different way and considerations in real operation, but direct marketing and value-added activities are two useful and common ways can be taken.