中文摘要
随着高尔夫运动的风靡和发展,我们发现这项运动对于旅游业发展和影响也
越来越大,于是在此基础上就形成了一个新的旅游产业概念——高尔夫旅游。它
会以特色旅游为先导,依托高尔夫运动和宣传的媒介优势,促进地方旅游经济的
繁荣。从总体而言,我国如果能大力发展高尔夫旅游,也不失为在为经济发展和
社会进步创造一个新的契机。高尔夫运动是一项古老的户外体育与休闲娱乐运
动,自从传入中国以来,就日益得到喜爱,发展到今天,中国的高尔夫运动己经
达到了一个非常繁荣的阶段,并逐步从纯粹的贵族运动向平民运动发展。高尔夫
运动己经逐渐从一种单一的竞技运动逐渐向经济发展方式靠拢,高尔夫旅游也成
为了我国旅游业发展中一个较为重要的组成部分,此问题的研究无疑对进一步促
进高尔夫运动的发展和利用高尔夫旅游促进我国旅游业的发展具有十分重要的
作用。

本文在对髙尔夫运动和高尔夫旅游做简要介绍的基础上,以市场营销相关理
论为依据,在对世界高尔夫旅游现状、中国高尔夫运动及旅游发展进行概述的同
时,对深圳A球会的营销策略的现状及营销中存在的问题进行了剖析,在从宏观
和微观角度对其营销环境进行深入分析的基础上,运用目标市场战略理论,对高
尔夫旅游市场做了细分,并提出了 A球会高尔夫旅游的目标市场选择和市场定位,
进而从4PS组合、体验营销与品牌营销等角度系统论述了促进A球会全面发展的市
场营销策略及营销策略的实施保障与实施控制问题。以期对A球会高尔夫市场的
进一步开拓提供指导,并对中国高尔夫旅游市场的尽快发展提供借鉴。

关键词:高尔夫旅游,市场营销,营销策略
ABSTRACT
with the popularity and development of the sport of golf, we discovered the sport for the
development of tourism and the impact is also growing, and on such a basis has long formed a
new concept of tourism industry - golf tourism. It will feature tourism as the guide,based on the
golf sports and propaganda media advantages, promote the local tourism economy prosperity,
have a positive impact. In general, if our country can develop golf tour, is also in the economic
development and social progress to create a new opportunity. Golf is one of the oldest outdoor
sports and recreational sports, since it was introduced into China, it has been increasingly popular,
to the development of today, China's golf has reached a very prosperous stage, and gradually from
a purely aristocratic motion to civilian sport development. Golf has been gradually from a single
sports gradually to the way of economic development together,golf tourism has become the
development of China's tourism industry is an important component of, for this research topic is
undoubtedly beneficial to further understand the golf tourism industry for our country the
development of golf and to our country tourism industry to promote the development of a very
active role.
This paper focuses on the present situation of Chinese World Golf Tour, golf and tourism
development are outlined, and examples of A Shenzhen City Club as an example, a typical A club
marketing strategy, marketing issues analysis, further put forward to promote A ball for the overall
development of advantageous marketing strategy. The full text by the example research method, to
the point of almost the elaborated stimulative China developed coastal city golf club development
marketing methods, to fill the current Chinese literature is not specific to golf club analysis of the
blank, has a certain value of literature.
Key words: golf tourism,marketing, strategy