Research On Social Charactersitics And Participant Behavior Of Chinese Golf Participator

This dissertation referred to large quantity of literatures and documents,applied several research methods,such as the questionnaire, statistics and logical induction,made a micro analysis of the golf participant behavior theoretically,and did an empirical research on it with members and visitors of the golf club and driving range in some big golf-well-developed cities.The conclusions are obtained initially as follows:1.The social characteristics of golf participator:The average age of the objects is 39.47 years old,compared with the age segment of sport population,they can make up with each other.The proportion of female golf participator is markedly fewer than men ones;among each level of the education background,the participation ratio almost has the positive correlation with it.Most of the golf participator works as an individual business operator,or as a leader in commercial service industry,or has the management position in the government ministration department and big enterprises.People prefer to go to other places to taste different styles of golf courses from time to time.2.Motivation and consciousness of golf participator:"Play golf" is the main contents in the spare time of the golf participators,the proportion is 81.4%.There are kinds of motivation in golf participation behavior.It's more accuracy to say that golf participation behavior is affected by several motivations simultaneously.Fitness and relaxation,public relationship and fashion are different motivations to material and immaterial golf participant behavior separately.Golf participator didn't consider joining in this sport as a symbol of social status,fortune,power.3.Basic status of the golf participation:More and more people take part in the golf game in the recent ten years,but the number of high skilled golfers,here we refers to professional golfers and single handicap index golfers,are far behind to increase.One commands the game well,one commends the idea of possessing an USGA Handicap Index Card, and vice versa.Golf participator in China play the game more frequently than people in some of the well-developed countries,65.9%of them owns at least one individual memberships of the golf club.Nowadays 39.0%of the golf participators prefer to experience different courses in their city,with friends or just by themselves.Material and participation consumptions are the two main consumptions in the golf consumption structure.4.Evaluation and affect factors of golf clubs:In the eyes of the golf participator,golf clubs in China are kinds of luxury and top grade places,where they pleasantly enjoy the service quality supplied by them. Through the principal Component Analysis of Factor analytical device, we conclude three main factors,which affect golf participants' choice of golf course,they are powerful brands,quality and hardware/traffic convenience/price.5.Establishment of the reasonable participant behavior mode of golf participator:According to the result of the investigation and analysis above,together with theories of economics,psychology and marketing, utilizing the sport systematic dynamics method,the author try to establish a reasonable participant behavior mode of golf participator, from inner side and outside synchronously.Finally,in order to promote the upgrading game,the thesis presents some countermeasures offering consultations in our government's making rational policy,and does beneficial exploration to the establishment and selection of the marketing tactics of the golf clubs/enterprises as well.The author hopes suggestions set up here are helpful.