The Golf Club Industry's Market Structure - Conduct - Performance Study

With the development of the economy and the recreational awareness of majority of the citizen, golf industry is developing rapidly in china. Golf club industry in Beijing develops flourish rely on the increasing market demand as well as the requirements of the economy. As a newly developed sport industry, golf has a huge impact on the development of the country's economy and culture. However, the industry itself faces lots of problems which need to be solved. It is very meaningful to analyze the structure, conduct and the performance of the industry at present and to give some advice so as to accelerate its development.In this thesis, the SCP of Industrial Organization Theory is used to seek out the root causes of our problems in the golf club industry. At first, the Industrial Organization Theory and the development of the industry are introduced. Secondly, the market structure of golf club industry, market conduct and market performance are analyzed step by step through the SCP. When referred to the market structure, we analyze market concentration, product differentiation, entry barriers and we think that the industry is in the position of disperse compete. For market conduct, we do research on price conduct and the advertisement conduct and so on. The clubs rely on the different price to different clients, advertisement and club union to make profit. When comes to the market performance, DEA method is used to work on the golf club industry in Beijing. We know that the market efficiency is influenced by the economy and people's need. Finally, basing on the preceding analysis of the SCP, some recommendations like restrict management, make the criterion are supplied to accelerate the development of the industry.