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TheresearchofthemarketingstrategyaboutZhuhaiORIENTGolfClubMajor:MarketingStudent:ZoufenSupervisor:MajizhengAbstractAsthecountrygraduallytotheculturalindustryandsportscause,ourcountryhaveissuedaseriesofencouragingthedevelopmentofundertakingsofphysicalcultureandsportspolicies,thedevelopmentofundertakingsofphysicalcultureandsportsusheredinthegoldenperiodofdevelopment.GolfasjustpopularizedinChina,butdidnotriseofhigh-endsports,ithasawidedevelopmentprospectanddevelopmentspace.ZhuhaiOrientgolfclubisconvenientlygrowinsuchagoldenageofagolfenterprise,itsgrandscale,perfectfacilities,first-classservice,goodgeographicalpositionalldomesticgolfclubvaluemodeloflearning,andquicklybecamezhuhaigolfclub.Inthispaper,byanalyzingthemarketenvironmentofthezhuhaiOrientgolfclub,competitors,andthroughtheSWOTanalysismethodtodeterminetheadvantagesanddisadvantagesofthezhuhaiOrientgolfclub,threatsandopportunitiesfordevelopment.AndthezhuhaiOrientgolfclubmarketingmeans,suchasproduct,price,channelandpromotion,hascarriedontheprofoundanalysis,andputforwardtheinnovationprojectsforitsmarketingstrategy,marketingmode,servicerequirements,andrelatedSuggestionsandmeasures,suchaspersonneltrainingonthedevelopmentofgolfindustryinChinahascertainreferencesignificance.Keywords:UndertakingsofphysicalcultureandsportsGolfClubGolfIndustryMarketingStrategy目录1绪论..............................................................11.1研究目的及意义..............................................11.2国内外针对高尔夫俱乐部营销策略研究...........................21.2.1国内针对高尔夫俱乐部营销策略研究.......................21.2.2国外针对高尔夫俱乐部营销策略研究.......................31.3研究对象及方法...............................................41.3.1研究对象...............................................41.3.2研究方法...............................................42高尔夫俱乐部营销策略..............................................52.1产品策略.....................................................52.1.1核心产品...............................................52.1.2附加产品...............................................52.2价格策略.....................................................52.2.1成本导向定价...........................................52.1.2差别定价...............................................62.3促销策略.....................................................62.3.1广告传播...............................................62.3.2公共关系...............................................73市场环境分析.................
