差异化经营:高尔夫球会发展之魂  

Differential Operation: the Spirit of Golf Club Development

作　　者：孙跃 蒋小丰 

机构地区：[1]湖南高尔夫旅游职业学院,湖南常德415900

出　　处：《湖南城市学院学报》2012年第5期75-79,共5页Journal of Hunan City Univeristy

基　　金：湖南省教育科学"十二五"规划课题(XJK011CZJ041)

摘　　要：目前中国高尔夫球会已陷入同质化竞争的困境,实现差异化经营成为现实诉求。根据营销学理论,高尔夫球会走差异化经营之路切实可行,是高尔夫球会的发展之魂。实现球会的差异化经营,需要了解、引导、激发和创造高球消费者的需求,并依据和整合自身资源,确定差异化的定位,进行精细化的市场运作。The Chinese golf clubs have already been in the plight of homogeneity competition, that＇s why to achieve the differential operation has become a real appeal at present. According to marketing theory, operating differently in golf clubs is practicable, and accordingly the differential operation can be the spirit of golf club development. To achieve the club＇s differential operation, furthermore we must understand, guide, stimulate and create the demands of golf consumers. It＇s also needed to comfirm the differential orientation and to execute the fine sorted market operation on the basis of integrating the resources of the clubs.

关 键 词：高尔夫球会 差异化经营 发展 

分 类 号：F713.5[经济管理—市场营销]