沈阳市高尔夫俱乐部经营现状与营销战略分析——以沈水湾俱乐部为例

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1、沈阳体育学院硕士学位论文AbstractAbstractWiththecontinuousdevelopmentofsocialeconomyinShenyangcity,theGolfClubhasgonethrougharapidgrowth.From1998tonow,therearefiveGolfClubsestablishedwithstandardcourtwhichareShenshuiwan,Shengjing,Shiji,JiangnanandYunshi.Howeveruptonow,thereisnostudyonthemanag

2、ementanddevelopmentofGolfClubsinShenyangcityyet.ThispaperistryingtoconductaresearchonthesefiveGolfClubsthroughdocumentreference,expertinterviews,questionnaireanddatastatistics,aimingatrevealingandanalyzingtheproblemsoccurredduringtheoperationprocess.ItwillquoteShenshuiwanGolfClub

3、asanexampleanddesignastrategyapplyingtoShenshuiwanbyanalyzingitsstrategicenvironmentWiththecontinuousdevelopmentofsocialeconomyinShenyangcity,moreandmorepeoplearetakingpartinGolfSports.HoweverthefiveGolfClubsinShenyangonlyfocusesonthosehigh-incomegroupsignoresmedium-incomegroupsa

4、sthetargetmarketofgolfsportparticipators.Theypaymoreattentiontofacilityconstructionresultinginthefiercecompetitionoffacilityservicequality.Presently,themembershippriceinShenyangGolfClubistoohightobeaffordablebythemedium-incomegolfsportparticipators,whichcannotmeettherequirementof

5、targetmarket.ShenshuiwanClubshouldtransformtheirtargetmarketactivelyandpaymoreattentiontotherequirementofmedium-incomeparticipatorsbasedontheircostandcostreducingadvantages.Byreducingmembershippricesanddevelopingnewmembershipproducts,Shenshuiwancanattractnewtargetmarketandenlarge

6、theirmarketshareingolfmarket.Keywords:GolfClub;marketingenvironment;marketingstrategyII沈阳体育学院硕士论文学位论文目录目录摘要..................................................................IAbstract..............................................................II目录................................

7、..................................31前言.................................................................11.1选题背景..........................................................11.2分析目的和意义....................................................11.3相关概念的界定.....................................

8、...............21.3.1高尔夫运动参与者...........