The Research On Development Of Chinese Golf Industry

Along with China's reform and open policy,and the rapid economical development,golf has expanded rapidly and become an industry in China. In recent years,the government has released some restrictive policies in view of the questions which appeared during the development of golf industry,but the golf market's demand actually unceasingly expanded at the same time.How to promote the Chinese golf industry abide by related policy,and meet the golf amateur's need which grows day by day,is the goal of this study.Based on the SCP analysis framework in industrial organization theory, this article adopts researching techniques such as literature material, expert interviewing,logic analysis and statistic,conducts a thorough research to the current situation and trend of Chinese golf industry. The conclusions are drawn as the following:1.The characteristic of Chinese golf industry market structure is: The national market concentration degree appears the dispersion competition,but the monopoly competition degree has obvious topicality difference;the development path of market structural difference is:no difference—early mild difference—present moderate difference; coexisting of high entering barrier and low withdrawal barrier.2.Chinese golf industry's market structure decides the multiplicity of enterprise' s pricing conduct.Different kinds of price deciding pattern has been applied in different region and product market; enterprises plot and alliance conduct appear and promote,but the integrated conduct are few.3.Evaluated from the industrial level,the whole operation effectiveness of Chinese golf industry is not high since long;But in the recent years golf course's reception population and the operating income increased year by year,the price of playing golf decreased year by year;Evaluated from the macroscopic level,the resources deployment efficiency of Chinese golf industry is still low,its primary cause is that investment repayment way of many golf courses existences 'dissimilation' and non-marketability.4.The relations between structure,conduct,and performance of Chinese golf industry are:The market performance and the market concentration degree assume the reversed direction change;the low and moderate difference has restricted the entire market performance enhancement;the price discrimination is benefit for the enterprise to gain the monopoly profit,but the cross time price discrimination to the golf membership product will reduce the long-term profit.5.During the course of Chinese golf industry's development,the variables and relations between structure,conduct,and performance change unceasingly,these changes will be advantageous to the healthy development of future Chinese golf industry.Analysis from the external influence factors such as the consuming environment,industrial policy, exterior competitive advantage,technological innovation,shows that these factors have provided condition for long-term development of Chinese golf industry.In view of the above findings,this article puts forward the following proposal:1.The enterprise should raise the enterprise performance by innovating business model,expanding industry chain,and obtaining economic effect of scale.2.Fully display functions of industry associations,strengthen the industry autonomy,promote the continues and order development of Chinese golf industry by following goals:technological innovation,reducing the operation cost of golf courses,frugal water and soil resources, scientific industry management,and multiplication of product and service. 3.The golf enterprise and industry association should strengthen the social responsibilities,organize and participate in more social benefit activity,realize the unification of the economic efficiency and social efficiency.4.The government should follow the principles of difference, stability and regulation when draw up and carry out the golf industrial policy.