上海市部分高尔夫运动参与者消费行为及影响因素分析

发布时间：2018-05-20 23:03

本文选题：上海市 + 高尔夫参与者　；参考：《上海体育学院》2017年硕士论文

【摘要】：本研究以消费者行为理论作为基础,以上海市8家商业性高尔夫俱乐部共计500余名上海市高尔夫运动项目的参与者作为调查数据的收集对象,通过发放调查问卷及半结构式访谈的方法对相关专家学者进行调研,采集研究数据。分析了上海市部分商业性高尔夫俱乐部的发展现状、参与者的社会学特征、消费情况、消费决策过程、消费行为以及影响其消费行为的外部因素等,并根据分析结果给出合理的建议。研究发现:(1)上海市部分商业性高尔夫俱乐部在运营过程中存在同质化严重,营销模式单一等问题;(2)上海市高尔夫参与者以中年男性为主,近年来女性参与者的人数呈上升趋势;在教育背景及职业分布来看,他们普遍具有本科或以上文凭,绝大多数为私人企业主或外企高管。(3)高尔夫参与者的月均高尔夫消费随年收入的增加而增加;需求特征方面具体表现为在选择相关产品的时候更加注重商品的“性价比”、“品质”及“品牌”。(4)购买相关产品的动机差异性较大,但最集中的几个动机分别为“休闲娱乐”、“增强体质、促进健康”和“人际交往、商务交流”三类。(5)“硬件设施”、“服务”以及“定价”这三个因素是决定潜在消费者选择俱乐部的核心因素。针对以上的研究结果,可以给出以下建议:(1)从业人员在产品设计方面应具有针对性,避免同质化竞争;(2)在营销方面应注重在人际营销的基础上充分利用互联网渠道进行宣传;(3)着重提升俱乐部服务水准、基础设施以及品牌影响力,从而赢得高尔夫参与者的青睐。
[Abstract]:Based on the theory of consumer behavior, more than 500 participants of eight commercial golf clubs in Shanghai were selected as the subjects of data collection. By issuing questionnaires and semi-structured interviews, the relevant experts and scholars are investigated and the research data are collected. This paper analyzes the present situation of the development of some commercial golf clubs in Shanghai, the sociological characteristics of the participants, the consumption situation, the consumption decision-making process, the consumption behavior and the external factors affecting their consumption behavior, etc. According to the results of the analysis, reasonable suggestions are given. The study found that: 1) there are serious problems such as homogenization and single marketing mode in some commercial golf clubs in Shanghai. 2) the number of male golfers in Shanghai is mainly middle-aged, and the number of female participants is on the rise in recent years. In terms of educational background and professional distribution, they generally have a bachelor's degree or above. Most of them are private business owners or senior executives of foreign enterprises. The average monthly golf consumption of golf participants increases with the increase of annual income. The characteristics of demand are as follows: when selecting the relevant products, they pay more attention to the "performance-to-price" ratio, "quality" and "brand". 4) the motivation of purchasing the related products is quite different. But the most concentrated motivations are "leisure and entertainment", "building up one's physique, promoting health" and "interpersonal and business communication" (three types of "hardware facilities"). "Service" and "pricing" are the core factors that determine the choice of clubs for potential consumers. In view of the above research results, we can give the following suggestions: 1) Professionals should be targeted in product design. To avoid homogenization competition in marketing, we should make full use of Internet channels to promote club service level, infrastructure and brand influence on the basis of interpersonal marketing, so as to win the favor of golf participants.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G849.3

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