国内四线城市高尔夫练习场顾客消费动机的个案分析——以南充市为例

A Case Study of Consumer Motivation of Golf Driving Range in Fourth-tier Cities in China——Take Nanchong City as an Example

高尔夫运动是一项古老的户外运动,也是现代体育中发展较快的运动之一[1]。党的十八大以来,在坚持以习近平同志为核心的党中央领导下;相关政府部门、中国高尔夫球协会、人民群众以及全国各大高尔夫球场和练习场共同对高尔夫运动的各行各业进行整改,这使得我国高尔夫运动行业的发展正一步步迈向正轨。在这样的背景下,四川省南充市于2013年建成了川东地区首家高尔夫练习场--南充市航空港高尔夫练习场。文章主要运用文献资料法、问卷调查法、数理统计法对南充市航空港高尔夫练习场顾客的消费动机进行调查分析,从而了解掌握南充市航空港高尔夫练习场顾客的消费特征及类型,一方面有助于南充市航空港高尔夫练习场为高尔夫顾客提供更好的服务,达到顾客的期望值;同时,另一方面也可以为南充市航空港高尔夫练习场的经营者提供一些实质性建议以及给全国与南充市相似的四线城市发展高尔夫运动提供参考与建议。

Golf is an ancient outdoor sport and one of the fast developing sports in modern sports.[] since the 18th CPC national congress, under the leadership of the CPC central committee with general secretary xi jinping at the core;The relevant government departments, China golf association, the people and the major golf courses and driving ranges in China have jointly reformed all walks of life of golf, which makes the development of China’s golf industry step by step on the right track. In this context, nanchong city in sichuan province established the first golf driving range in the east of sichuan province--nanchong airport golf driving range in 2013. This paper mainly using the literature material law, questionnaire survey, mathematical statistics method of nanchong airport golf driving range of consumer motives were investigated, so as to grasp nanchong airport golf driving range, consumer characteristics and types of customers on the one hand, help nanchong airport for golf driving ranges customers with better service, to achieve customer expectations;At the same time, on the other hand, it can also provide some substantial Suggestions for the operators of nanchong airport golf driving range and provide reference and Suggestions for the development of golf in the fourth-tier cities similar to nanchong.