北京万柳高尔夫俱乐部营销战略研究

发布时间：2018-01-17 01:36

本文关键词：北京万柳高尔夫俱乐部营销战略研究　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：高尔夫运动不仅是一项古老的贵族运动，，也是一项集中时尚与休闲的体育项目运动，它是成为继网球，足球之后，另一项快速发展的体育运动。现代高尔夫运动是世界公认的休闲体育运动，其最大的特色就是人们经营高尔夫球场按照球会或俱乐部的形式进行，这种趋势也是世界高尔夫球会或俱乐部的主流方向。改革开放以来，高尔夫运动快速地进入中国大陆，成为人们追求的一项时尚的运动。尽管在中国现代高尔夫运动是一种休闲奢侈品，但随着高尔夫球会或俱乐部在大城市快速地出现，同时在高等学校也出现高尔夫公开课程以及公开比赛，这都说明我国的高尔夫事业发展比较迅猛，展示了良好的发展前景。并且在2016年的奥运会上，高尔夫运动将成为正式的奥运会比赛项目。因此国家在不断加强对高尔夫运动的重视程度。本文首先根据管理学原理，基于竞争战略的一系列基本理论，并同时采用一系列管理学分析工具，其中包括PEST战略分析法、SWOT战略分析法、波特五力模型分析法等，对北京万柳高尔夫俱乐部营销战略模式进行分析研究，以及三种部分分析方法（政治、经济、社会的PEST模型分析；市场营销、人力资源、企业文化及核心能力的内部环境分析；优势、劣势、机会、威胁的SWOT分析）分别从不同的角度给了北京万柳高尔夫俱乐部如何进行长远发展的理论支持和思考模式。最后得出北京万柳高尔夫俱乐部应该采取成本领先战略与目标集聚战略，并对其俱乐部的战略实施提出了一系列的策略意见和建议。
[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.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G849.3

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