我国度假型高尔夫球场市场化运作特征分析及其发展策略选择

Resort Golf Courses in China and Countermeasures in the Management and Development

运用文献资料、实地调查法与专家访谈、理论分析和实证分析相结合的方法,对我国南方7个代表性的度假型高尔夫球场市场化运作特征进行了调查。在综合分析其现状基础上,结合当前高尔夫市场总体状况,就其进一步发展的发展策略提出以下建议:度假型高尔夫球场发展应加强高尔夫宣传,认识大众高尔夫休闲文化理念;与旅游、休闲度假地建设结合起来,形成彼此促进、良性互动关系;配套完善度假型球场软硬件设施,拓展客户来源;优化球场运作和管理,建立健全的企业运营机制,提高服务品质;加大球场营销措施力度,实现营销模式多元化;加快球场经营人才培养的发展策略。

Using of literature,field surveys and interviews with experts,theoretical analysis and empirical analysis method,7 in southern China＇s resort golf course representative market operation characteristics were investigated.Comprehensive analysis of the situation based on the overall situation with the current golf market,the further development of its strategy to make the following recommendations： resort golf course development should strengthen the publicity golf,leisure and cultural understanding Volkswagen Golf Concept;and Tourism,leisure and resort development to combine with each other to promote,positive interaction;complete set of software and hardware facilities,resort courses,to expand customer base;optimize the operation and management of course,establish a sound mechanism for business operations,improve service quality;increase the intensity of course marketing measures to achieve marketing pattern diversity;accelerate the development of golf course management personnel training strategy.