本文關鍵詞：北京萬柳高爾夫俱樂部營銷戰(zhàn)略研究　出處：《哈爾濱理工大學》2014年碩士論文　論文類型：學位論文

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【摘要】：高爾夫運動不僅是一項古老的貴族運動，，也是一項集中時尚與休閑的體育項目運動，它是成為繼網球，足球之后，另一項快速發(fā)展的體育運動�，F(xiàn)代高爾夫運動是世界公認的休閑體育運動，其最大的特色就是人們經營高爾夫球場按照球會或俱樂部的形式進行，這種趨勢也是世界高爾夫球會或俱樂部的主流方向。 改革開放以來，高爾夫運動快速地進入中國大陸，成為人們追求的一項時尚的運動。盡管在中國現(xiàn)代高爾夫運動是一種休閑奢侈品，但隨著高爾夫球會或俱樂部在大城市快速地出現(xiàn)，同時在高等學校也出現(xiàn)高爾夫公開課程以及公開比賽，這都說明我國的高爾夫事業(yè)發(fā)展比較迅猛，展示了良好的發(fā)展前景。并且在2016年的奧運會上，高爾夫運動將成為正式的奧運會比賽項目。因此國家在不斷加強對高爾夫運動的重視程度。 本文首先根據管理學原理，基于競爭戰(zhàn)略的一系列基本理論，并同時采用一系列管理學分析工具，其中包括PEST戰(zhàn)略分析法、SWOT戰(zhàn)略分析法、波特五力模型分析法等，對北京萬柳高爾夫俱樂部營銷戰(zhàn)略模式進行分析研究，以及三種部分分析方法（政治、經濟、社會的PEST模型分析；市場營銷、人力資源、企業(yè)文化及核心能力的內部環(huán)境分析；優(yōu)勢、劣勢、機會、威脅的SWOT分析）分別從不同的角度給了北京萬柳高爾夫俱樂部如何進行長遠發(fā)展的理論支持和思考模式。 最后得出北京萬柳高爾夫俱樂部應該采取成本領先戰(zhàn)略與目標集聚戰(zhàn)略，并對其俱樂部的戰(zhàn)略實施提出了一系列的策略意見和建議。
[Abstract]:Golf is not only an ancient aristocratic sport, but also a sports sport that focuses on fashion and leisure. It becomes a sport after tennis and football. Another rapidly developing sport. Modern golf is recognized as a recreational sport in the world, and its greatest feature is that people operate golf courses in the form of clubs or clubs. This trend is also the mainstream of world golf clubs or clubs. Since the reform and opening to the outside world, golf has rapidly entered the mainland of China, becoming a fashionable sport pursued by people, although it is a leisure luxury in modern China. However, with the rapid emergence of golf clubs and clubs in big cities, as well as the emergence of open courses and competitions in colleges and universities, this shows that the development of golf in China is quite rapid. Golf will become a formal Olympic event in 2016. Therefore, the country is increasingly paying more attention to golf. Firstly, according to the principle of management, this paper bases on a series of basic theories of competitive strategy, and adopts a series of management analysis tools at the same time, including PEST strategic analysis method and SWOT strategic analysis method. Porter's five-force model analysis, the analysis of Beijing Wanliu Golf Club marketing strategy model, as well as three kinds of analysis methods (political, economic, social PEST model analysis; Internal environment analysis of marketing, human resources, corporate culture and core competencies; The SWOT analysis of strengths, weaknesses, opportunities and threats gives the theoretical support and thinking mode of how to carry out the long-term development of Beijing Wanliu Golf Club from different angles. Finally, the author draws a conclusion that the Beijing Wanliu Golf Club should adopt the cost leading strategy and the goal agglomeration strategy, and puts forward a series of strategic suggestions and suggestions for the implementation of the strategy of the Beijing Wanliu Golf Club.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G849.3

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