Research On The Market Structure Of Golf Industry In Shenzhen

With the development of economy and the change of people's health concept especially in 2016,golf returned to the Olympic Games,and the global golf fitness and leisure sports developed vigorously.By the end of 2017,the golf population of the United States had reached 24 million,and the economic scale of the golf industry had reached US $90 billion,an increase of 23.5% compared with us $68.8 billion in 2011.At one time,there were nearly 700 golf courses in China.The disordered development led to the huge market challenges facing China's golf industry.At the beginning of 2017,11 ministries and commissions including the national development and Reform Commission jointly announced the comprehensive renovation of golf courses.It is an urgent problem for China's golf industry to develop golf population and promote the upgrading of golf industry market structure on the basis of following market rules and complying with national policies.Based on the theory of market structure,the paper divides the market structure of Shenzhen Golf Industry into market concentration,product differentiation,entry barrier and exit barrier Four first level indicators and eight second level indicators including industrial structure,market capacity,stadium differentiation,geographical location differentiation,Complementary product differentiation,operation and management differentiation,economic barriers and political barriers,and 44 third level indicators.By distributing 400 questionnaires to golf club managers,golf players and other golf related personnel in Shenzhen,385 of them were valid,and the effective rate was 96.25%.Based on the analysis of the survey data,the following conclusions are drawn:1.The golf industry in Shenzhen has gone through the initial stage,development stage and decline stage,and CR4 is shaped like "V" HHI value increasing,presents the oligo polistic market structure type ? oligopolistic ? type---the development trend of olig opolistic ? type.2.Development status of Shenzhen golf Industry Nearly two-thirds of the customers are from Shenzhen,and the business mode is mainly semi-membership,and nearly half of the customers choose public golf courses.Golf supplies to sell clothing,two-hand ball and shoes in the majority.In addition,many competitions are held in Shenzhen,most of which are held in high-end clubs,and golf education and training institutions are more developed,which helps Yuzhen golf gradually become popular among the public.3.The market structure of golf industry in Shenzhen is oligopoly type IV.Shenzhen Golf industry market should strive to improve the industry's technological innovation ability and promote the optimization and upgrading of golf industry.4.In terms of product differentiation of Golf industry in Shenzhen,in terms of course differentiation,the fairway yards of high,medium and low-end golf courses in Shenzhen are relatively long,with great homogeneity of courses,which cannot meet diversified demands of consumers;Geographical differentiation;The geographic dislocation of supply and demand is formed.In terms of business differentiation,operation strategy and service strategy are the main factors affecting business management.The regression equation is Y=0.05+0.38* operation strategy +0.021*service strategy;On the differentiation of complementary products: with the superiority of golf club level,its supporting facilities are more and more perfect,and the level of golf club is in direct proportion to the supporting facilities.5.The land cost and government approval policy are the main factors influencing the high entry barriers of golf industry in Shenzhen.Golf industry has strong industrial relevance and strong asset specificity,which results in huge sunk cost and the main reason for high exit barriers of golf industry in Shenzhen.From the perspective of dominant equilibrium,in order to make the market structure of golf industry in Shenzhen reach the effect of dominant equilibrium,the following suggestions are put forward: 1.Use reasonable competitive means to improve the performance level;2.Build diversified courses to meet the needs of different levels of customers;3.Promote indoor golf simulation and popularize golf;4.Clarify the approval system and plan golf industry in an orderly manner.