The Research On Operating Performance Based On DEA In Beijing Willow Golf Club

Since reform and opening-up in China, with the rapid development of golf, the sum of golf clubs is increasingly more which contributes to the development of our golf clubs’ industry. We do have merits in the number of clubs, most of them reluctantly reach the standard of international clubs in construction and facilities, nevertheless the focus on operating of clubs are neglected. That results in the lower efficiency in club operating, and the income is inadequate to meet the expense. Thus the lower efficiency of club operating becomes the largest obstacle in the development of Chinese golf club industry.Based on huge amount of literature review, this paper illustrates the theory of performance measurement and methods of Data Envelopment Analysis, meanwhile comparatively analyzed the status of development in domestic and abroad clubs, and then construct the operating performance evaluated system of Willow Golf Club. At last, with the use of data envelopment analysis method to test the empirical data, it is verified that the method is adapted to evaluating the operating performance of a major golf club.As the short history of golf development, we are lack of authoritative society database in China currently, majority of domestic golf club do not want to release their own data, which is the data resources of other industries’ empirical research. With limitation of data, this article selects Beijing Willow Golf Club which is operated well over 10 years in China as the empirical study, and also selects the hosting golf club’s relevant data in the years of 2003-2012 as the research sample. The DEA model is used for the research of operating performance measurement in golf club’s operating.The results indicate that there are huge fluctuation existing in the trend of operating efficiency in each year of the same club. The changes of data in the charts figure out that the differences in the operation ability of individual golf club is great, under the proliferation of homogeneous operators in Chinese golf industry. The development of golf clubs in China still requires constant industry standardization and systematization. The work related operation remains to be further improved in China. Meanwhile this paper comes up with a number of referred issues on how to improve the operating performance of Chinese golf clubs.