辽宁省高尔夫球场会员参与状况及其满意度的研究

发布时间：2018-11-28 12:52

【摘要】：作为在欧美国家最普及的休闲活动之一的高尔夫运动,越来越多的受到国人的青睐,高尔夫球场也像雨后春笋般不断增多,在高尔夫运动的大众化急剧发展的趋势下,高尔夫已经超越了单纯的体育运动的范畴,逐渐开始成为产生巨大经济效益的产业。高尔夫球场经营管理过程中至关重要的因素主要为市场开发程度以及服务质量,这些都与会员息息相关,因此,对会员相关问题的研究显得尤为必要。本文运用文献资料法、数理统计法、专家咨询以及问卷调查法,对辽宁15家高尔夫球场基本情况进行调研,掌握会员的利用动机、利用时间以及利用频度等情况,重点研究会员满意度问题。研究成果旨在为辽宁乃至全国高尔夫球场的有序经营提供借鉴依据。经过分析得出以下结论： 1、辽宁高尔夫球场营销模式有2种,即年卡和终身会员卡。其中有10家只有永久会员营销模式,即终身会员卡,其余5家同时采用这两种营销模式；球场中服务主要体现在人员服务和配套服务两个方面,其中人员服务包括广告宣传、前台、会籍顾问、教练、球童以及保安； 2、辽宁省高尔夫球场会员满意度特征依次为服务、营销、场地环境、制度管理以及会员融洽这5个方面。“服务”特征主要表现在教练员技术水平、会员需求至上、教练员的指导能力较强、服务人员办事效率、多样化餐饮选择、教练员关心会员、服务人员了解会员需求、服务人员态度亲切有礼以及电话咨询回答的诚意度和亲切度9个方面；“营销宣传”特征表现在营业时间合理性、会员卡价格合理、会员定期球赛、永久会员的优惠政策、会员卡可供选择实用性以及消费引导与宣传6个方面；“场地环境特征”表现在交通便利、整洁环境、球场无障碍空间设计完善、附加设施完善、现代化设备装潢以及球场地理位置较好6个方面；“制度管理”特征表现在安全维护措施及时全面、应急措施的制定以及监督力度3个方面；“会员融洽”特征表现在会员间的和睦关系方面。 3、辽宁省高尔夫球场会员参与动机依次主要为缓解工作压力、与朋友同事沟通感情、提高运动能力、消遣娱乐、娱乐身心、人际交往、开拓眼界以及满足对此项目的兴趣和爱好。 4、辽宁省高尔夫球场会员参与次数分为三种情况：大连金石等5家球场会员参与次数最高,大连湾山等7家球场会员参与次数处于中游水平,而大连长兴岛等3家会员的参与次数最低；球场会员利用时间为大多数选择每次打18洞,其次选择每次打9洞,而选择打27洞和36洞的人数较少。
[Abstract]:As one of the most popular leisure activities in Europe and the United States, more and more people favor golf courses. Golf has gone beyond the realm of pure sports and has gradually become an industry with great economic benefits. The most important factors in the course of golf course management are the degree of market development and the quality of service, which are closely related to the members. Therefore, it is necessary to study the problems related to the members. Based on the methods of literature, mathematical statistics, expert consultation and questionnaire survey, this paper investigates the basic situation of 15 golf courses in Liaoning Province, and grasps the usage motivation, time and frequency of the members. Focus on the issue of member satisfaction. The purpose of the research is to provide reference for the orderly management of golf courses in Liaoning and even all over the country. After analysis, the following conclusions: 1, Liaoning golf course marketing model there are two, that is, annual card and lifetime membership card. There are only 10 permanent members of the marketing model, that is, life-long membership card, the remaining 5 use these two marketing models at the same time; The service in the course is mainly reflected in the personnel service and the supporting service, among which the personnel service includes advertising, front desk, membership consultant, coach, caddie and security; 2. The characteristics of golf course membership satisfaction in Liaoning Province are: service, marketing, venue environment, system management and harmonious membership. The characteristics of "service" are mainly reflected in the technical level of coaches, the highest demand of members, the strong guiding ability of coaches, the efficiency of service personnel, the diversification of food and beverage choices, the care of coaches for members, and the understanding of members' needs for service personnel. The attitude of service personnel is kind and courteous, and the sincerity and kindness of telephone consultation answer are 9 aspects; "Marketing propaganda" features in the reasonable business hours, membership card price is reasonable, regular games, permanent members of the preferential policies, membership cards available for practical use and consumer guidance and promotion of 6 aspects; The features of "site environment" are characterized by convenient transportation, clean environment, perfect design of barrier-free space, perfect additional facilities, modern equipment decoration and better geographical location of the stadium. The characteristics of "system management" are security maintenance measures timely and comprehensive, emergency measures formulation and supervision strength, and "member harmony" characteristic is reflected in the harmonious relationship among members. 3. The motivation of golf course members in Liaoning Province is mainly to relieve the pressure of work, communicate with friends and colleagues, improve sports ability, amuse oneself, entertain body and mind, and communicate with others. Open up your horizons and satisfy your interests and interests in this project. 4, the number of golf course members in Liaoning Province can be divided into three situations: Dalian Jinshi and other five course members participate in the highest number of times, Dalian Bay Hill and other 7 course members to participate in the middle of the level, Dalian Changxing Island and other three members of the participation of the lowest number of times; Course members use time to play 18 holes per game, followed by 9 holes, while 27 holes and 36 holes are less common.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G849.3

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