Analysis On The Part Of Golf Participant's Behavior And Influencing Factors In Shanghai

Based on the theory of consumer behavior,this study takes more than 500 golf participants from eight commercial golf clubs in Shanghai as the survey object,and uses the questionnaire survey and semi-structured interview to carry out field research and collect the research data.This paper analyzes the development status of some commercial golf clubs in Shanghai,the sociological characteristics of the participants,the consumption situation,the consumption decision process,the consumer behavior and the external factors that affect their consumption behavior,and give reasonable suggestions according to the analysis results.The study found:(1)some commercial golf clubs in Shanghai in the operation process there is a serious homogeneity,a single marketing model and other issues;(2)The number of female participants in Shanghai is mainly in middle-aged men.In recent years,the number of female participants is increasing.In the view of education background and occupation,they generally have undergraduate or above diploma,the vast majority of private entrepreneurs Or foreign executives.(3)the average golf spending of the golf participant increases with the increase of the annual income;the demand characteristic is manifested in paying more attention to the "price","quality" and "brand" of the commodity when choosing the relevant product.(4)the motivation to buy related products is different,but the most concentrated motives are "leisure and entertainment","enhance physical fitness,promote health" and "interpersonal,business communication" three categories.(5)"hardware facilities","service" and "pricing" these factors is to determine the potential consumers choose the core of the club.In view of the above research results,the following suggestions can be given:(1)practitioners in the product design should be targeted to avoid homogeneous competition;(2)in marketing should focus on interpersonal marketing based on the full use of the Internet channels for publicity;(3)focus on upgrading the club hardware facilities,service levels and social influence,and strive to reputation,and hardware facilities,service and thought as a participant to attract consumer-related products factors.