The so-called club is a free association or group organized by business operators, whose members participate independently on the basis of voluntariness, mutual assistance and reciprocity, and have corresponding rights and obligations. Club marketing refers to the marketing mode that enterprises attract members to participate, provide services suitable for members' needs, and cultivate loyal customers, so as to obtain operating benefits.

Functions of the club to customers:

1. Social function: For example, a club with sports as its main activity has good social function. Many people take part in team sports for the sake of close friendship and hope to have a place in sports.

2. Entertainment function: an important activity of club members is entertainment.

3. Psychological function: A successful club can meet the needs of safety, status and social interaction.

4. Power function: Once a person becomes a member of a club, he may build up stronger confidence and feel the collective strength.

Clubs can be for-profit organizations, as long as they are registered in the industrial and commercial departments. In a sense, associations are relatively easy to engage in activities. As long as they hit it off, just talk it over. Without too many rules and restrictions, it can be regarded as a private activity. Although there are also articles of association, it is more about the expression of personal meaning, which is more casual, unlike the association, which is collective and should be handled according to the rules.

club

It is a comprehensive advanced leisure and entertainment service facility with the owner as the main service object. Software and hardware conditions of the club: entertainment facilities should include swimming pools, tennis or badminton courts, golf driving ranges, bowling alleys, gyms and other entertainment and fitness places; Chinese and western restaurants, bars, cafes and other social catering and reception places; Internet cafes, reading rooms and other service facilities should also be provided. The above are generally open to the owners free of charge or at a small fee.

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The origin of clubhouses

The earliest club in Beijing, Royal Club, was founded in 1990. Invest from overseas and introduce the management mode of foreign high-end clubs. From 65438 to 0994, membership clubs appeared in Beijing: Chang 'an Club and Capital Club. Their characteristics are that they are all in the city center, the clubs are luxurious and upscale, and all kinds of leisure and entertainment are available. At that time, rich people made friends here for business needs, and it became a real business club, and most of them were business members. 19

From 1996 to 1997, the transformation began mainly with clubs, and private clubs appeared in large high-end communities. The design and management of clubhouses are greatly influenced by Hong Kong-style clubhouses.

Clubhouse classification

From the scope of use, clubs can be divided into public clubs and community clubs.

Users of public clubs are open to everyone without any restrictions, but most of them exist in the form of membership.

Most community clubs are only aimed at community owners, and some adopt membership system. Some of them also serve the outside world to ensure long-term operation.

Public clubs are divided into commercial clubs and holiday clubs. Business clubs are mainly business clubs. Most of them are expensive members, and most of them are managed by international groups. At present, several famous clubs in Beijing include Chang 'an Club, Beijing Club, American Club, Jade Bird Fitness Club, China Sports Bi Li Fitness Club and Tespa Fitness Club.

Holiday-style member clubs are mainly for leisure and entertainment, and clubs are like hotels. Typical ones are Long Yuan Villa, Yu Zi Villa and Infinite Happiness.

Most community clubs exist in the form of themes, which can be divided into life, health and leisure and culture. For example, Sunshine Club in Baoxingyuan Community, Jin Dian Diving Club in Jin Dian Garden and SPA Club in General International.

Source: Xiecheng Market Research Center/A/2003-04-17/21/kloc-0.html.