高尔夫运动是全世界最受欢迎的运动项目之一，1984 年，中国广东中山成 立第一家高尔夫球场，标志着高尔夫运动在中国开始发展。高尔夫运动在我国既 经历了蓬勃发展，也经历了各种困难和艰辛。高尔夫运动成为夏季奥运会的正式 比赛项目，中国高尔夫女选手冯珊珊在 2016 年里约奥运会上赢得中国历史上首 枚铜牌，极大的鼓舞了高尔夫运动员的信心，促进了高尔夫运动在中国的开展。 济南作为华北地区的省会城市，地理位置优越，且目前济南市将体育事业放到未 来的规划蓝图中。笔者在济南市 HJ 俱乐部工作 10 余年，经历了高尔夫行业的 兴衰发展，希望能在关键节点为济南的高尔夫运动以及俱乐部的发展提出建设性 建议，推动高尔夫运动走向专业化、正轨化。 本文主要使用的研究方法有：问卷调查法、文献研究法、访谈法、专家打分 法、数理统计法，对济南市 HJ 俱乐部会员的基本情况、参与行为及影响因素进 行调查和分析。得到相关结论：（1）济南市 HJ 俱乐部会员的基本特征为：男 性参与者多且大多集中在 31-50 岁，受到较好的教育，家庭幸福，年收入在 21 万以上。（2）HJ 俱乐部会员的参与动机为多种动机相结合，最主要的动机为休 闲娱乐和强身健体，不乏为了交际应酬增加人际交往的参与者。（3）HJ 俱乐部 会员的参与行为有：每月大概有 3-4 次选择高尔夫运动；更喜欢有难度有挑战性 的、十八洞标准球场；倾向于以个人形式参与，与技术好、素质高的球友合作； 每年消费在 3 万以上，集中在下场或练习场打球等参与型消费；更愿意获得球场 教练球杆挥杆技术、下场实践等方面的指导。（4）影响会员选择高尔夫运动的 主要因素有个人因素、社会文化氛围、高尔夫运动本身，影响会员选择不同俱乐 部的因素主要有俱乐部质量、俱乐部运营及营销和俱乐部的品牌效应三大特性。 （5）HJ 俱乐部会员对 HJ 俱乐部在整体上是非常满意的。 根据 HJ 俱乐部会员参与高尔夫运动的基本特征及参与行为研究结论提出以 下几点建议：（1）突出个性化营销；（2）提高俱乐部服务品质；（3）提高俱 乐部教练员的专业性；（4）积极开发俱乐部的潜在客户；（5）加强俱乐部场地 设施的管理和维护；（6）加强高尔夫知识的普及；（7）建立健全有利于高尔夫 运动健康发展的制度和法规。 关键词：济南市，高尔夫运动，社会特征，参与行为山东建筑大学硕士学位论文 II ABSTRACT Golf is one of the most popular sports in the world. In 1984, the first golf course was established in Zhongshan, Guangdong, China, marking the beginning of the development of golf in China. Golf has experienced vigorous development in our country, but also experienced various difficulties and hardships. Golf has become an official event of the Summer Olympics. Chinese female golfer Feng Shanshan won the first bronze medal in Chinese history at the 2016 Rio Olympics, which greatly encouraged golfers' confidence and promoted the development of golf in China. As the capital city of North China, Jinan has an advantageous geographical location, and Jinan is currently putting the sports industry in the blueprint for the future. The author has worked for Jinan HJ Club for more than 10 years and has experienced the ups and downs of the golf industry. I hope to make constructive suggestions for the development of Jinan's golf and clubs at key points, and promote the professionalization and normalization of golf. The main research methods used in this article are: questionnaire survey method, literature research method, interview method, expert scoring method, mathematical statistics method, to investigate and analyze the basic situation, participation behavior and influencing factors of Jinan HJ club members. Relevant conclusions are obtained: (1) The basic characteristics of Jinan HJ club members are: there are many male participants and most of them are between 31-50 years old, they are well educated, the family is happy, and the annual income is more than 210,000. (2) The participation motivation of HJ club members is a combination of multiple motivations. The main motivation is leisure and entertainment and physical fitness. There are many participants who increase interpersonal communication for social entertainment. (3) The participating behaviors of HJ club members are: about 3-4 times a month to choose golf; prefer the difficult and challenging, 18-hole standard course; tend to participate in an individual form, with good skills and quality Gao's golf friends cooperate; the annual consumption is more than 30,000, concentrated on the off court or the practice range and other participating consumption; more willing to get the山东建筑大学硕士学位论文 III coach's club swing technique, off court practice and other guidance. (4) The main factors that affect members' choice of golf are personal factors, social and cultural atmosphere, and golf itself. The factors that affect members' choice of different clubs mainly include club quality, club operation and marketing, and club branding. (5) HJ Club members are very satisfied with HJ Club as a whole. Based on the basic characteristics of HJ club members’ participation in golf and the research conclusions of their participation behavior, the following suggestions are put forward: (1) Highlight personalized marketing; (2) Improve club service quality; (3) Improve the professionalism of club coaches; (4) ) Actively develop potential customers of the club; (5) Strengthen the management and maintenance of club venues and facilities; (6) Strengthen the popularization of golf knowledge; (7) Establish and improve systems and regulations conducive to the healthy development of golf. Key Words: jinan, golf, social characteristics, participation behavior山东建筑大学硕士学位论文 IV 目录 摘要.............................................................................................................. I ABSTRACT................................................................................................II 第 1 章 绪论................................................................................................1 1.1 研究背景...........................................................................................................1 1.2 研究目的及意义...............................................................................................2 1.2.1 研究目的.................................................................................................2 1.2.2 研究意义.................................................................................................2 1.3 研究内容及方法...............................................................................................3 1.3.1 研究内容.................................................................................................3 1.3.2 研究方法.................................................................................................4 1.4 创新点..............................................................................................................5 第 2 章 文献综述....................................................................................... 6 2.1 国外相关研究...................................................................................................6 2.2 国内相关研究...................................................................................................7 2.2.1 关于高尔夫运动发展的研究................................................................7 2.2.2 关于高尔夫参与者的研究....................................................................9 2.2.3 关于高尔夫项目影响因素的研究......................................................10 2.3 文献评述........................................................................................................11 第 3 章 济南市 HJ 高尔夫俱乐部现状.................................................. 13 3.1 公司介绍.........................................................................................................13 3.2 HJ 俱乐部外部环境分析................................................................................16 3.2.1 政治环境...............................................................................................16 3.2.2 经济环境...............................................................................................16 3.2.3 行业环境...............................................................................................17 3.3 HJ 俱乐部内部环境分析...................