A Comparison And Analysis On The Current Situation Of Service Management Among Selected Golf Clubs In The Greater Bay Area

As one of the regions with the highest degree of openness and the strongest economic vitality in China,Guangdong,Hong Kong and Macao Great Bay area has attracted the attention of international and domestic industries since it was proposed in2009 and then incorporated into the national key development strategy.First,it has a high degree of openness,is in a leading position in the country,and is also in the forefront in the Asia Pacific region;Second,it has production factors and industrial clusters with world competitiveness and rich functions;Third,it has strong innovation and development ability;Fourth,it has the characteristics of strong population,economy,transportation and education scale.It has become the fourth largest Bay Area in the world after New York Bay area,San Francisco Bay area and Tokyo Bay Area in Japan.As one of the economically developed areas in China,As one of the more developed regions in China and the birthplace of golf in China,There are not only a large number of golf clubs in China,but also has a large number of golf professionals and athletes,as well as a large number of golf population,And the unique climate environment and rich Golf resources,which have laid the foundation for the development of golf in China.With the deepening of the development planning of Guangdong Hong Kong Macao Great Bay area,the rapid development of economy and the increasing improvement of national living standards and quality of life,the awareness of leisure sports of the public is also rising,which has played a vital role in promoting the development,popularization and promotion of golf.This paper adopts the problem-oriented research idea,and obtains a large amount of data and information about the development of the club through the methods of consulting the relevant literature of the golf club,field investigation,interviews with relevant experts and questionnaire survey.Through the analysis of these data and materials,it is found that the service management of The Greater Bay Area golf club is mainly profit-making Commercial Club,and the service management of the club is becoming more and more open.The conclusions are as follows:(1)There are many golf clubs in The Greater Bay Area,with wide regional distribution and a certain development scale;Rich types of venues,high overall level of economic development and profound historical and cultural background of golf;The investment cost of golf clubs is high,including site use fee,maintenance fee and service fee;Club consumption is also in the middle and high-grade level.(2)The organizational structure of service management of golf club in The Greater Bay Area is relatively simple,and the management level of lawn department,caddie department,member department and event activities is uneven;The market positioning is not strong,the promotion and marketing means are single,and the feedback benefit is not high;Members' maintenance and development means are not strong and their awareness of innovation is weak.(3)The number and quality of golf club consumer groups in The Greater Bay Area are high,and the age distribution and occupational types of the groups are relatively diversified.They are mainly concentrated in business people and high-income working groups.Their career development tends to be stable,and their business social motivation needs to be the main demand;In addition,the technical level of golf is uneven.(4)Among the employees of The Greater Bay Area golf club,the professionalism,cultural level and overall quality of coaches,caddies,sales and other grass-roots service posts have been improved;On the whole,the educational level of managers is relatively high,and their educational background is basically bachelor's degree or above,but their professional counterparts are not high.Some club managers are non management majors,and most of them are golf majors.Such managers have strong professional knowledge,but they are slightly insufficient in the theoretical level of management.(5)The Greater Bay Area has the advantages of geographical and historical environment,high level of economic development and quality of life,high popularity and recognition of golf by social groups,and various forms of golf club events,but there are few representative amateur golf brand events,and the influence of professional golf events is weak.On the contrary,The overall development of amateur golf events shows a positive trend.