华科国际高尔夫俱乐部营销管理研究-体育学专业论文.docxVIP

华科国际高尔夫俱乐部营销管理研究 华科国际高尔夫俱乐部营销管理研究 万方数据 万方数据 sponsorship ; To increase the income by special core product promotion, product re-innovation, appreciation of the value of membership card and promote the full use of operating facilities; To adjust marketing organizational structure and strengthen the organization management timely, expand and deepen marketing channels; To make customer relationship and service management refined, specialized and standardized; To invite appropriate celebrity to endorse and strengthen the clubs social responsibility. Second, to build a process model for golf club marketing management, from the macro environment, market environment analysis to the target market selection, the club’s positioning, and specific marketing mix and management strategies. Finally, the author also made some suggestions to the government who played an important role in golf development. Key Words: golf club; marketing management; membership 论文随机验证编号：BT611610561670 VI 目录 HYPERLINK \l _bookmark0 1 前言 ...................................................................................................- 4 - HYPERLINK \l _bookmark1 1.1 研究背景和目的 ..........................................- 4 - HYPERLINK \l _bookmark2 1.2 研究意义 ................................................- 6 - HYPERLINK \l _bookmark3 2 文献综述 ............................................................................................- 6 - HYPERLINK \l _bookmark4 2.1 国外文献综述 ............................................- 6 - HYPERLINK \l _bookmark5 2.2 国内文献综述 ............................................- 7 - HYPERLINK \l _bookmark6 2.3 营销管理理论 ...........................................- 12 - HYPERLINK \l _bookmark7 2.3.1 营销管理定义 ................................................................................................- 12 - HYPERLINK \l _bookmark8 2.3.2 高尔夫营销管理需求 ....................................................................................- 12 - HYPERLINK \l _bookmark9 2.3.3 高尔夫的营销管理相关利益群体