文档介绍：对外经济贸易大学硕士学位论文科英公司高尔夫GPS市场营销策略研究姓名:张晶申请学位级别:硕士专业:工商管理指导教师:刘子安2010-094 摘要高尔夫GPS是一项发源于美国的“电子革命”。五十年前的一场“球车革命”,使美国逐步摆脱了雇佣高尔夫球童打球的习惯,一种回归自然的自助式打球方式在美国成为气候,并逐步蔓延至欧洲。尤其是近十年来,GPS在高尔夫领域的应用更是一次伟大的变革,它替代了球童的许多工作,使高尔夫向自然、高雅、公平回归提供了必要基础。本文作者是科英公司的创始人,根据多年高尔夫从业经验,研发了高尔夫GPS产品——“球童终结者”。该产品主要用于高尔夫球场导航,分为大两类产品。一类是基于个人用户手持型的高尔夫GPS设备,可以精确定位和测量并具备健康管理功能;另一类是基于无线通讯技术的高尔夫俱乐部管理系统,可以实时监测球车和球童的所在位置。本文理论联系实际,用数据说明中国高尔夫GPS市场未来的发展前景。并列举了四种有代表性的国外高尔夫GPS产品,分析了其发展过程。本文利用市场营销理论阐述了这种高尔夫导航产品的市场定位;通过研究消费者行为,借鉴STP销售理论,分析了高尔夫GPS的市场特点,制定详细的产品销售策略;并通过研究公共关系和广告传播策略制订适合企业发展的品牌传播路径。本文研究的意义在于推动高尔夫俱乐部逐步减少球童的使用,通过使用高尔夫GPS设备替代球童工作,引领高雅、自然的高尔夫生活方式,迎接中国高尔夫俱乐部现代化管理时代。关键词:市场营销,高尔夫,GPS,科英5 Abstract Golf GPS can be called “e-revolution”, is risen from the United States. Fifty years ago, the gradually shaken off the habit of hiring a golf caddie when play golf due to the "golf cart revolution". A way of returning to natural self-play in the United States had became as the climate, and gradually spread to Europe. Particularly, GPS applied in golf industry in recent years is a much more significant revolution. It can do most works that a caddie does, also providing necessary foundation for golf as a natural elegant sport all over the world. According to years’ experience in golf industry of the author who is the founder of pany, he developed a kind of product called “Caddie Terminator” golf GPS products. The product has two forms: one is based on individual user who holds the GPS in his hands, it can not only make precise position and measurement, but also has been added healthy management. The other one is only for golf course: it is a integrated management information system based on a set of munications. At the club's control center we can monitor real-time location of caddie and golf cart. Combining the theory with practice, this article states the future of the golf market with the help of data. It illustrated typical four foreign golf GPS products, and analyzes how they developed. Using marketing theory to