基于品牌管理的高尔夫球会核心竞争力构建——以深圳观澜湖球会为例  

Core Competitiveness Building of Golf Clubs Based on Brand Management:Taking Shenzhen Mission Hills Golf Club as an Example

作　　者：张慧敏[1] 

机构地区：[1]青岛职业技术学院旅游学院,山东青岛266555

出　　处：《青岛职业技术学院学报》2015年第2期69-73,共5页Journal of Qingdao Technical College

基　　金：2013年度青岛职业技术学院人文社会科学研究课题(13-B-9)

摘　　要：高尔夫球会可以基于品牌管理构建自身的核心竞争力。通过开展品牌市场认知与评估、品牌战略定位与规划、品牌文化、品牌资产、品牌关系、品牌延伸等工作,将球会各项竞争力构成要素进行不断的协调、整合,从而构建球会的核心竞争力,即品牌竞争力。深圳观澜湖球会的成功发展正是这一模式的良好验证,对于其他球会核心竞争力的构建具有一定的指导与借鉴意义。Golf clubs can build their own core competitiveness based on brand management.The core competitiveness of the golf clubs is the brand competitiveness,which is built based on the constant coordination and integration of each competitive elements by means of the cognition and evaluation of brand market,the positioning and planning of brand strategy,brand culture,brand assess,brand relations and brand extension.The successful development of Shenzhen Mission Hills Golf Club is a good validation of the model,which is of some significance in guidance and reference for the core competitiveness building of other golf clubs.

关 键 词：高尔夫球会 核心竞争力 品牌管理 

分 类 号：G849.3[文化科学—体育训练]