【作者】 黄志勇；

【导师】 韩烈保；

【作者基本信息】 北京林业大学 ， 草学， 2011， 博士

【摘要】 自1984年中国内地第一家高尔夫俱乐部诞生以来,中国高尔夫球场设施总体上呈持续递增的发展态势。截止到2009年底,已经开业的高尔夫球场设施共有348家,拟建、在建还有454个,总体发展数量以每年11.5%的数度增长,预计到2015年将超过600个。高尔夫消费人群已经突破100万人(朝向集团,2010),其产业总产值已超过479亿元(王军,2010)。整体上中国高尔夫行业市场已经初具规模。但是在经营模式上,高尔夫球场主要以会员制球场为主导地位,占92.8%,公众高尔夫球场只有7家,仅占总数2%。公众高尔夫球场供给极度不足严重阻碍了中国高尔夫球运动的普及与发展。本论文试图通过对中国公众高尔夫球场发展的驱动机制和开发模式研究,为未来中国公众高尔夫球场的开发与建设提供理论和实践指导。本论文通过采用文献法、实地调查法、问卷调查法、专家访谈法、四分图分析法、数理统计法、系统分析法、比较研究法以及结合个案研究方法等在定性分析和定量研究的基础上,着重对国内外公众球场发展现状特征、中国公众球场消费群体特征、中国公众球场发展驱动机制以及中国公众球场开发模式等进行了研究。得出如下结论：(1)对公众球场进行了概念界定,公众高尔夫球场是指为普及高尔夫球运动,不发行终身会员证,面向社会公众公开开放的标准型高尔夫球场。只要遵循不发行终身会员证、向社会公众公开开放、标准型球场这三个基本条件,就是公众高尔夫球场,这是公众高尔夫球场有别于其它球场类型最鲜明,也是最基本的特征。(2)总结出国外公众球场具有低成本性、低价格性、高频率使用性、低难度性以及交通便利性等特点。在开发模式上,国外主要投资主体为政府和私人机构,政府的支持在公众球场发展中起重要作用。国外公众球场发展的主要动力因素有明星效应、政策支持、低价格营销、经济促进等因素,但是其中最主要原因是低价格营销策略充分保证了这类球场有广阔的市场基础。(3)对国内公众球场基本现状与消费群体总体特征进行了首次研究,为后续研究与开发奠定了基础。研究成果包含国内公众球场发展的起源、发展的基本现状特征、公众球场消费群体人口统计学特征、消费认知度和实际消费现状特征、参与动机和消费诉求特征以及满意度和期望度特征等。(4)从供需理论的角度研究了中国公众球场发展的驱动机制,指出中国公众球场发展的驱动体系由需求子系统、供给子系统、支持子系统和媒介子系统等4个子系统构成。需求是推动其发展的原始动力,供给是其诱发动力,支持系统为需求和供给的实现提供了现实和必要条件,而媒介系统则是需求与供给之间的桥梁和纽带,最后建立了中国公众球场市场开发的驱动机制模式。(5)通过结合前人的研究,放远未来,制定了未来中国公众球场开发的目标和原则,并从设计风格、建造标准、地理分布位置、投资主体、投资成本、经营方式以及管理分级共7个维度4个方面拟建分类标准体系,将未来公众球场分为共计24种一级类型和16种二级类型；同时结合国内公众球场开发方式,依据投资主体差异性推导出未来中国公众球场的三大类开发模式：政府主导型、市场主导型和政府-市场协调型开发模式,三大模式下还衍生出多种不同的开发模式,并对这三种模式进行了综合宏观的比较,最后分别对每种模式结合个案进行研究。多元化的开发模式希望能为未来中国公众球场的开发提供理论与实践指导。(6)最后从改变传统定位误区、加大宏观规划管理力度、扩大宣传力度、开发一批与快速转制一批公众高尔夫球场等方面提出了推进中国公众球场快速开发的具体对策。同时从公众球场规划、设计、建造与后期运营过程中应该注意的主要问题提出了自己的见解。更多还原

【Abstract】 The development of Chinese golf course tended to increasingly upwards trend since the birth of the first golf club in 1984. By the end of 2009, the total number of golf clubs which has opened in China increased to 348, there are 454 golf course which is proposed to open or under construction. It is anticipated that the total of golf course would exceed 600 in a speed of 11.5% growth per year in 2015; The number of consuming people over passed 100 million (Chaoxiang Group,2010); the total industrial output value exceeded more than 47.9 billion yuan (Wang Jun,2010). The overall China’s golf industry market has begun to take shape. The membership mode golf course has been mainly in the leading position in the business modes, amounting to 92.8%, there are only seven public golf courses, which cover 2% of the total. Acute supply shortage of public golf in China has seriously hindered the development and popularity of golf. This paper attempts to provide theoretical and practical guidance for the future development and the construction of public golf courses on the basis of the research on the driving mechanism and development modes of Chinese public golf course.Through the using of the methods of literature analysis, field investigation, questionnaires, interviews with experts, four points chart analysis, mathematical statistics, system analysis, comparative research and case study, This paper, which is based on qualitative analysis and quantitative research, focuses on the research of the present development status of domestic and international public courses, the characteristics of consumption group of Chinese public golf courses, and the driving mechanism and the development modes of the Chinese public courses. The conclusions as follows:(1) The definition of public golf course is introduced in this thesis, public golf course means the standard golf courses which have the popularization of golf, have no issuing lifelong membership card, and are open to the social public. Just obey the three mentioned above standards; we can call it public golf course. This is the typical features, also is the most basic characteristics, which differ from other golf courses.(2) The writer draws a conclusion on the following characteristics of public golf course:low cost, low price, low difficulties and high convenience. In the development mode, major foreign investment subjects are government and the private sectors, The support from government on the development of public golf course plays an important role. The main motivate factors of the development of public golf course are super star effect, policy support, low price in marketing, economic promoting etc, but one is the main reason is low price in marketing strategy which fully guarantee broad market foundation of this kind of golf course.(3) This thesis also does the first research on the present situation of domestic public golf course and the overall characteristics of consumer groups, which will lay a foundation for the subsequent research and development. Research results include the origin of domestic public golf course, the basic status and characteristics of the development, the demographic profile of the consumer groups in public golf course, consuming awareness, the characteristics of actual consumption status, the motives of participation, the consuming demand characteristics and the features of satisfaction and expectation degrees etc.(4) From the perspective of the theory of supply and demand, the fourth chapter tells us the driving mechanism of the development of Chinese public courses, which is composed of demand subsystem, supply subsystem, support subsystem and media subsystem. Finally the driving mechanism mode for market development of public golf course is established. Demand is the original power of promoting the development; Supply is the trigger power; Support system provide the factual and necessary conditions for the realization of the supply and demand; Media system is the bridge and the link between demand and supply.(5) Basing on the previous research, and looking forward to the future,This thesis carries out formulates the goal and the principle of the development of the Chinese public golf courses, which are classified into 24 primary types and 16 kinds of secondary type whose standard are the following 7 dimensions:design styles, the standards of building, geographical distribution locations, investment subjects, investment cost, management modes and management classifications. Secondly, in combination with the development way of domestic public golf courses, three development modes for the Chinese public golf courses, which are government domination, market-oriented and government-market coordination development mode, are deduced based on the differences of investment subject. Finally, case studies are adopted on the basis of the macro comparison of various development modes. It’s the author’s best wishes that diversified development mode can provide the guidance of theory and practice for the research on the development of Chinese public golf courses in the future.(6) Finally, The sixth chapter centers on the specific countermeasures of the rapid development of China’s public golf courses, which are the correcting of the error of the traditional orientation, the strengthening of macro planning and management, the expansion of propaganda, and the development of a batch of public golf course rapidly. Meanwhile the author proposes his own opinions on the planning, design, construction, management and main problems of public golf course更多还原