某高尔夫俱乐部营销策略研究论文(DOC 37页).doc

珠海东方高尔夫俱乐部营销策略研究 专业：市场营销 学生：邹芬 指导老师：马继征 摘 要 随着国家对文化产业和体育事业的逐渐重视，我国相继出台了一系列鼓励体育事业发展的政策，体育事业的发展迎来了发展的黄金时期。而高尔夫作为刚刚在我国兴起但并未普及的高端体育项目，其拥有广阔的发展前景和发展空间。珠海东方高尔夫俱乐部正是在这样一个黄金时期顺势成长的一个高尔夫企业，其宏大的规模，完善的设施，一流的服务，良好的地理位置无一不是国内高尔夫俱乐部值的学习的典范，并迅速成为珠海市高尔夫俱乐部的标杆。 本文主要通过分析珠海东方高尔夫俱乐部的市场环境、竞争对手，并通过SWOT分析法确定珠海东方高尔夫俱乐部的优劣势、威胁和发展机遇。并对珠海东方高尔夫俱乐部的产品、价格、渠道和促销等营销手段进行了深刻剖析，并针对其营销策略提出了创新项目、营销模式、服务要求和人才培养等相关建议和措施，对高尔夫产业在国内的发展具有一定的参考意义。 关键词: 体育事业 高尔夫俱乐部 高尔夫产业 营销策略 The research of the marketing strategy about Zhuhai ORIENT Golf Club Major:Marketing Student: Zou fen Supervisor: Ma jizheng Abstract As the country gradually to the cultural industry and sports cause, our country have issued a series of encouraging the development of undertakings of physical culture and sports policies, the development of undertakings of physical culture and sports ushered in the golden period of development. Golf as just popularized in China, but did not rise of high-end sports, it has a wide development prospect and development space. Zhuhai Orient golf club is conveniently grow in such a golden age of a golf enterprise, its grand scale, perfect facilities, first-class service, good geographical position all domestic golf club value model of learning, and quickly became zhuhai golf club. In this paper, by analyzing the market environment of the zhuhai Orient golf club, competitors, and through the SWOT analysis method to determine the advantages and disadvantages of the zhuhai Orient golf club, threats and opportunities for development. And the zhuhai Orient golf club marketing means, such as product, price, channel and promotion, has carried on the profound analysis, and put forward the innovation projects for its marketing strategy, marketing mode, service requirements, and related Suggestions and measures, such as personnel training on the development of golf industry in China has certain reference significance. Key words: Undertakings of physical culture and sports Golf Club Golf Industry Ma