高尔夫赛事中的款待项目营销

Entertain Project Marketing in Golf Events

随着越来越多高尔夫赛事在中国大陆举办，高尔夫赛事营销逐渐成为一个为体育营销专业人士和体育赞助市场熟知的概念。高尔夫的特点在于休闲性与竞技性的结合，目标市场定位于中高收入人群，这就决定了款待项目营销成为高尔夫赛事营销的一个重要组成部分。

Golf is characterized by its rivalrousness and recreation. The target customers of golf are the people with higher income, which determines that entertain project marketing play a prominent role in golf marketing. The customers of it include sponsors, enterprises and individuals. In addition, the products of entertain project marketing in golf events is the service provided by event marketers. Two principles must be adhered in the negotiation: 1. Refrain from doing something so as to do other things well; 2. Understand customers’ demands, develop new products, and focus on the structure of the marketing team and the embodiment of the service consciousness during project execution.