高尔夫俱乐部营销策略研究论文

珠海东方高尔夫俱乐部营销策略研究

专业：市场营销

学生：邹芬指导老师：马继征

摘要

随着国家对文化产业和体育事业的逐渐重视，我国相继出台了一系列鼓舞体育事业进展的政策，体育事业的进展迎来了进展的黄金时期。而高尔夫作为刚刚在我国兴起但并未普及的高端体育项目，其拥有宽敞的进展前景和进展空间。珠海东方高尔夫俱乐部正是在如此一个黄金时期顺势成长的一个高尔夫企业，其宏大的规模，完善的设施，一流的服务，良好的地理位置无一不是国内高尔夫俱乐部值的学习的典范，并迅速成为珠海市高尔夫俱乐部的标杆。

本文要紧通过分析珠海东方高尔夫俱乐部的市场环境、竞争对手，并通过SWOT分析法确定珠海东方高尔夫俱乐部的优劣势、威胁和进展机遇。并对珠海东方高尔夫俱乐部的产品、价格、渠道和促销等营销手段进行了深刻剖析，并针对其营销策略提出了创新项目、营销模式、服务要求和人才培养等相关建议和措施，对高尔夫产业在国内的进展具有一定的参考意义。

关键词: 体育事业高尔夫俱乐部高尔夫产业营销策略

The research of the marketing strategy about Zhuhai ORIENT

Golf Club

Major:Marketing

Student: Zou fen Supervisor: Ma jizheng

Abstract

As the country gradually to the cultural industry and sports cause, our country have issued a series of encouraging the development of undertakings of physical culture and sports policies, the development of undertakings of physical culture and sports ushered in the golden period of development. Golf as just popularized in China, but did not rise of high-end sports, it has a wide development prospect and development space. Zhuhai Orient golf club is conveniently grow in such a golden age of a golf enterprise, its grand scale, perfect facilities, first-class service, good geographical position all domestic golf club value model of learning, and quickly became zhuhai golf club.

In this paper, by analyzing the market environment of

the zhuhai Orient golf club, competitors, and through the SWOT analysis method to determine the advantages and disadvantages of the zhuhai Orient golf club, threats and opportunities for development. And the zhuhai Orient golf club marketing means, such as product, price, channel and promotion, has carried on the profound analysis, and put forward the innovation projects for its marketing strategy, marketing mode, service requirements, and related Suggestions and measures, such as personnel training on the development of golf industry in China has certain reference significance.

Key words: Undertakings of physical culture and sports Golf Club Golf Industry Marketing Strategy

目录

1绪论 (1)

1.1 研究目的及意义 (1)

1.2国内外针对高尔夫俱乐部营销策略研究 (2)

1.2.1 国内针对高尔夫俱乐部营销策略研究 (2)

1.2.2 国外针对高尔夫俱乐部营销策略研究 (4)

1.3研究对象及方法 (6)

1.3.1研究对象 (6)

1.3.2研究方法 (6)

2高尔夫俱乐部营销策略 (7)

2.1产品策略 (7)

2.1.1核心产品 (7)

2.1.2附加产品 (8)

2.2价格策略 (8)

2.2.1成本导向定价 (8)

2.1.2差不定价 (9)

2.3促销策略 (10)

2.3.1广告传播 (10)

2.3.2公共关系 (10)

3市场环境分析 (10)

3.1宏观环境分析 (10)

3.1.1政治环境 (10)

3.1.2经济分析 (11)

3.1.3文化分析 (14)

3.2微观环境分析 (14)

3.2.1消费者分析 (14)

3.2.2企业文化 (18)

3.2.3俱乐部概况 (19)

3.3 行业分析 (20)

3.4竞争对手分析 (20)

3.4.1金湾高尔夫俱乐部 (20)

3.4.2名流高尔夫俱乐部 (21)

3.4.3翠湖高尔夫俱乐部 (21)

3.4.4竹仙洞高尔夫俱乐部 (22)

3.4.5结论 (23)

3.5珠海东方高尔夫俱乐部SWOT分析 (24)

4营销策略分析 (27)

4.1产品定位 (27)

4.1.1产品差不化 (27)

4.1.2提高服务质量 (28)

4.1.2延伸设计产品 (28)