内蒙古维信高尔夫度假村经营管理现状分析及发展研究毕业论文.doc
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毕业论文
(20_ _届)
内蒙古维信高尔夫度假村营销策略现状分析及发展研究
摘 要
随着中国经济的持续高速发展和人们休闲意识的逐步提高,体育日渐成为人们在追求科学、文明、健康生活方式的重要期待。高尔夫运动作为一项休闲、时尚的体育运动,近年在我国得到了迅现代高尔夫的特征之一就是产业化。体育产业在全球经济中超过了汽车产业,仅次于能源和信息,这是经济学家始料未及的。度假村在球场规模和档次上具备一定的优势在经营管理上还有很多可以进一步改善和拓展的领域关键词:Abstract
With Chinas sustained rapid economic growth and gradually raise the awareness of people to relax becoming a scientific, civilized and healthy way of life expectations. Golf as a leisure, fashion sports, in recent years has been rapid development in China. Golf?is?one of the characteristics?of modern?industrialization. Sports industry?in the global economy?than?the?automobile industry, second only toenergy and information, it is?economists?anticipated.As Mongolias first golf course, Golf Resort has the perfect letter of resources and design. Viction golf courses and grades in the course have a certain scale advantages. But?in many ways, there are still?deficiencies, including?inadequate?awareness,?poor management, etc.
The actual?access to?investigation?through the?combination of?thissurvey?research methods,?a comprehensive analysis?of the?Restoration?Golf Resortshortcomings?in the management?and future?development strategy?and marketingStrategy.there are many in management to further improve and expand the field of management by the state court for the research and analysis, and summarizes how to develop golf course. ?
Keywords: Golf Resort Management;tourism management;business management analysis;Marketing Strategy1绪论 1
1.1研究背景 1
1.2研究意义 1
2内蒙古维信高尔夫度假村简介 3
3维信高尔夫度假村经营现状及问题 4
3.1中国高尔夫度假村的经营现状 4
3.2调查问卷分析 5
3.2.1数据来源 5
3.2.2数据分析 5
3.2.2.1信度分析 5
3.2.2.2描述性统计分析 5
3.3维信高尔夫度假村营销策略存在的问题 9
3.3.1市场定位和受众目标存在的差距 10
3.3.2经营品牌意识和文化魅力欠缺 10
3.3.3市场销售方式和渠道单一 10
3.3.4管理人员和销售人员经验欠缺 11
3.3.5没有形成真正的产业链 11
4维信高尔夫度假村营销策略的分析及对策 12
4.1维信高尔夫度假村营销策略的分析 12
4.1.1维信高尔夫度假村从产业结构方面分析 12
4.1.2维信高尔夫度假村从行业之间的的竞争角度分析 13
4.1.3维信高尔夫度假村从其他因素方面分析 14
4.2维信高尔夫度假村的营销策略的对策 14
4.2.1注重高尔夫产业配套产品及高尔夫旅游的产品开发策略 15
4.2.2加大受众目标群的定价策略 15
4.2.3具有时代感的网络渠道策略 16
4.2.4注重沟通的促销策略 16
4.2
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