Research On The Driving Mechanism And Development Modes Of The Public Golf Course In China

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...