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

  更多相關(guān)文章： 高爾夫球俱樂部 營(yíng)銷戰(zhàn)略模式 服務(wù)營(yíng)銷組合方略 北京萬(wàn)柳

【摘要】：高爾夫運(yùn)動(dòng)不僅是一項(xiàng)古老的貴族運(yùn)動(dòng)，，也是一項(xiàng)集中時(shí)尚與休閑的體育項(xiàng)目運(yùn)動(dòng)，它是成為繼網(wǎng)球，足球之后，另一項(xiàng)快速發(fā)展的體育運(yùn)動(dòng)。現(xiàn)代高爾夫運(yùn)動(dòng)是世界公認(rèn)的休閑體育運(yùn)動(dòng)，其最大的特色就是人們經(jīng)營(yíng)高爾夫球場(chǎng)按照球會(huì)或俱樂部的形式進(jìn)行，這種趨勢(shì)也是世界高爾夫球會(huì)或俱樂部的主流方向。 改革開放以來(lái)，高爾夫運(yùn)動(dòng)快速地進(jìn)入中國(guó)大陸，成為人們追求的一項(xiàng)時(shí)尚的運(yùn)動(dòng)。盡管在中國(guó)現(xiàn)代高爾夫運(yùn)動(dòng)是一種休閑奢侈品，但隨著高爾夫球會(huì)或俱樂部在大城市快速地出現(xiàn)，同時(shí)在高等學(xué)校也出現(xiàn)高爾夫公開課程以及公開比賽，這都說(shuō)明我國(guó)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(yùn)會(huì)上，高爾夫運(yùn)動(dòng)將成為正式的奧運(yùn)會(huì)比賽項(xiàng)目。因此國(guó)家在不斷加強(qiáng)對(duì)高爾夫運(yùn)動(dòng)的重視程度。 本文首先根據(jù)管理學(xué)原理，基于競(jìng)爭(zhēng)戰(zhàn)略的一系列基本理論，并同時(shí)采用一系列管理學(xué)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(duì)北京萬(wàn)柳高爾夫俱樂部營(yíng)銷戰(zhàn)略模式進(jìn)行分析研究，以及三種部分分析方法（政治、經(jīng)濟(jì)、社會(huì)的PEST模型分析；市場(chǎng)營(yíng)銷、人力資源、企業(yè)文化及核心能力的內(nèi)部環(huán)境分析；優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅的SWOT分析）分別從不同的角度給了北京萬(wàn)柳高爾夫俱樂部如何進(jìn)行長(zhǎng)遠(yuǎn)發(fā)展的理論支持和思考模式。 最后得出北京萬(wàn)柳高爾夫俱樂部應(yīng)該采取成本領(lǐng)先戰(zhàn)略與目標(biāo)集聚戰(zhàn)略，并對(duì)其俱樂部的戰(zhàn)略實(shí)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(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G849.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 周蓓君;高爾夫休閑運(yùn)動(dòng)中商機(jī)無(wú)限[J];上海輕工業(yè);2004年04期

2 孫雷鳴;;會(huì)員制營(yíng)銷在高爾夫球會(huì)經(jīng)營(yíng)管理中的實(shí)踐與應(yīng)用[J];成都體育學(xué)院學(xué)報(bào);2009年10期

3 吳克祥;中國(guó)高爾夫產(chǎn)業(yè)可持續(xù)發(fā)展探析[J];特區(qū)經(jīng)濟(jì);2004年09期

本文編號(hào)：1435772