如何完成“不可能完成的任务”————高尔夫球会经营

如何完成“不可能完成的任务”————高尔夫球会经营 如何完成“不可能完成的任务”————高尔夫球会经营 (2008-02-09 21:52发表) 标签: 高尔夫球会的经营性收入一般是指会籍销售、地产增值、地产销售以外的各项收入。一般说来，高尔夫球会经营性收入主要包括球场日常收入、练习场收入、球场会所收入，以及球会配套设施如酒店、餐饮、SPA、健身休闲等带来的日常现金收入。 按照国际上的正常情况，高尔夫球会的会籍销售收入主要用于收回球场建设的投资，而球会正常运营后的主要利润应来源于以上提及的各项日常经营性收入。但是，由于高尔夫在中国的特殊生存发展方式，球会的日常经营功能普遍遭到弱化。一来是因为中国高尔夫运动群体尚少，提升经营收入确实有些吃力不讨好，二来由于中国的土地政策及其他众所周知的“国情”，高尔夫球会往往选择地产增值这一赢利捷径。而对于球会日常经营收入，虽然球会也是年年提月月讲，但实质上并未提起足够重视;很多时候是将获得经营性盈利或盈亏平衡当作一个“不可能完成的任务”看待，并未投入足够的力量对其进行有效的思考和解决。因此，这一原本解决起来就已相对困难的问题在被长期搁置之后，变得更加难以解决。大量球会日常经营收入较低，球会实际处于亏损状况。而没有地产配套的球会，往往就更是只有抱怨自己命苦的份儿了。 以高尔夫球会获得日常经营收入来源来进行划分，目前种种经营中的问题主要体现在以下几个方面: 现象1:会员访问率低，因而球场日常收入不足 会籍销售之后，会员及嘉宾访问率低，球会人气不足。由此导致球场日常收入不足，难以抵消球场的日常营运、维护费用。 而对于许多高端球会、纯会员制球会而言，这一问题往往更加突出。由于高端群体自身时间的限制，其访问率还要远低于其它球场，大量会员处于沉睡状态。而由于纯会员制对入场资格的限制，球会还不能采用其它半会员制、公众球场采用的分时度假高尔夫、高尔夫旅游等方式，从会员以外的来源获得收入。这样，球场日常经营就更加困难。 现象2:配套设施闲置严重 poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 球会当初为球场配套而投资建设的酒店、餐饮以及美容SPA、专卖店等配套设施闲置严重，绝大多数处于亏损状态。以曾接受咨询的某球会为例，其酒店全年开房率低于15%。 在这种情况下，多数球会一般是将一些高尔夫权益打包进酒店等其它产品中进行团体销售。而对会员制球会而言，处境则更为尴尬:完全对外销售，总有降低球会档次之嫌;若不对外，又几乎只能看着设施闲置造成亏损。 现象3:缺少其它获得经营收入的方法 球会经营收入来源较为单一，主要仍是依靠单纯的“卖硬件”来获得收入，缺少其它创新的方式方法。 公正地说，造成球会日常经营困难的根本原因还是中国高尔夫的大环境，如高尔夫运动在国内尚不普及，运动人群少，高尔夫文化不发达等;此外，球会地理位置偏僻以及顾客消费习惯等客观现实也确实给球会提高经营收入增加了难度。但是，高尔夫球会的日常经营困境同样也是由于球会在经营上的种种偏差与不足所造成的。在日常经营方面，绝大多数球会存在以下问题: 原因1:缺乏会员访问的激励措施 在层面，目前多数球会缺乏会员访问及消费的有效激励手段，会员访问几乎完全是出于自发行为;而在执行上，在会籍销售完成后，球会对会员访问的跟进力度明显减弱，甚至没有专人负责这一工作。在制度和执行的双重缺失下，会员访问率自然难以达到较高水平。 原因2:配套设施同质化 高尔夫球会附设的酒店、餐厅、SPA等配套设施与市区内各商家同质化严重，而且价格高出较多。另外，由于以上配套设施长期处于球会的封闭环境中，并未直面真正的市场竞争，因此服务也往往仅处于同行业的中等甚至偏低的水平。在这样的情况下，客人自然不会舍近求远，舍优取劣。 原因3:活动形式少，缺乏策划组织能力 由于球会组织建设的历史原因，高尔夫球会往往活动策划组织能力不足，其表现一是缺乏具有新意的活动，难以吸引会员以及外界的商业机构;二是活动组织执行不扎实，活动过程漏洞连连。由于自身活动策划能力的短板，球会活动日poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 益冷清，既耗费精力又难以有效拉动经营收入，成为食之无味弃之可惜的鸡肋;或是使球会沦为外界公关公司的场地供应商，难以获得溢价收益。 在目前大环境及球会存在诸多实际困难的情况下，是否还有必要去正视和解决球会的日常经营问题,我们认为，即使目前日常经营收入尚不能成为球会的主要收入来源，但仍然极有必要花大力气去改善和提高球会的日常经营能力。其意义与影响已不只是关系到目前收入的数额，而是球会造血能力(现金流)的再造与提升。如果不具备基本的日常经营收入获得能力，当会籍销售完成后，球会将如何生存,即使对拥有高尔夫地产的球会，如果由于宏观经济形势和国家政策出现变化导致地产市场出现风险，那么球会出路何在,解决球会日常经营收入问题，起码做到与营运成本打平，这将对球会长期健康发展起到极其重要的作用。 根据以上分析的三点原因，可有针对性地制定解决策略: 策略1:设置会员访问激励 笔者在《会员制营销:内涵，范围，关键成功因素》这一会员制营销研究专著中曾提及，会员制营销的关键成功因素“会籍净值”是由购买权价值、累计购买差额等一系列价值与会籍费用所共同决定的。而在会员制高尔夫球会的实例中，如果说顾客购买会籍之后就获得了以后对高尔夫服务项目的购买权(即入场打球的权益);那么在会籍销售之后，球会仍需要以制度的方式实现会员的购买差额价值，从而长期保持会籍净值和退出障碍，真正实现对会员的锁定和激励，促进会员访问与消费的持续进行。 上述理论落实在商业实践中，就是:采用发行消费储值卡的方式来解决对会员访问的激励问题。 具体方法是:对会员发行一定面值的储值卡，并设置不同的消费折扣，会员及嘉宾的球场消费均从中扣除，消费达到一定金额后进行升级，给予更加优惠的折扣或赠送一定金额及球会闲置配套设施项目(如配套酒店客房的平日时间)。以储值卡作为保障会员一定到场次数的工具，以更低折扣和赠送作为会员到场与消费的激励措施。 poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 策略2:配套经营产品的差异化定位 与市区等同类机构相比，作为球会配套设施产品的酒店、SPA等确实存在较大的经营难度。但是，其经营问题绝非无法解决。方法只有一个:产品差异化。在目前城市交通发达的情况下，如果球会配套产品具有足够的差异化，那么，改变会员的消费习惯和吸引其他消费者跨区域消费是完全可能的。 高尔夫球会配套经营产品的差异化策略主要可由以下三个方向开展: 产品档次差异化——做出价值感 对于高尔夫球会特别是高端球会、纯会员制球会，其配套经营性产品(酒店、SPA、餐饮等)，均要充分凸显其价值感。除硬件设施本身外，在推广产品的主题设置和服务配套上更要做足文章，例如，针对企业董事会议，设置以酒店客房为主的高端主题年会产品，并以礼宾车队、全程安保等配套服务提升产品档次，为客户提供“尊贵”、“荣耀”的价值感。 产品组合差异化——打包高球权益 球会配套设施产品与其它同类服务机构相比，最大的差异性还是在于周边设有高尔夫球场。那么，就要利用这一点，将单次的高尔夫权益打包入酒店会务等产品之中，以此作为经配套经营性产品区别于竞争产品的独特价值。 在此需要注意的是:纯会员制球会在将单次高尔夫权益与配套产品打包时，方式须更加巧妙，避免因此影响球会定位，降低会籍价值。例如，可以组织小型赛事方式进行，或者只包含9洞或练习场的权益。 产品类别差异化——经营特色项目 1、满足私密需求 高尔夫球会的配套经营产品与其同它类机构相比——例如球会配套酒店与市区星级酒店相比，另一显著差异就是球会总体环境较为优美并相对封闭，那么，在满足客人私密性要求方面，球会配套设施便存在明显优势。因此，在配套项目设置上，可以以私密性强的产品作为重点，以此方式将“地处偏僻”这一高尔夫球会固有的劣势转化为优势进行经营。 2、满足健康需求 目前国内高尔夫群体以高端商务人士居多，普遍对于养生比较关注;加上高尔夫的运动理念和球会相对优美和安静的环境，可以说养生与高尔夫无论从内涵poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 还是从所需资源上，都是非常契合的。笔者曾为某高端会员制球会设置并引进了包括生机饮食、生物疗法、香薰治疗、水晶养生、特色驻颜等一整套差异化极强的养生项目;正常运行后，不仅养生项目自身经营收入可观，还带动了酒店业务收入的迅速提高。 此外，之前提及的消费储值卡也能对配套设施起到拉动消费的作用。 营销界有种观点，认为高尔夫球会长期以来对于品牌的媒体传播不够重视。笔者认为，造成这一情况的原因之一是由于球会地域性限制及客户的窄众，限制了球会获得媒体传播费用。那么，可以将盘活闲置配套资源与这一问题协同解决，即用闲置配套资源向媒体置换广告资源，以此方式盘活闲置资源，加强球会或配套设施产品的传播。做到:以资源置换“养”推广传播，以推广传播促进资源经营和盘活。 例如，发行高尔夫球会配套酒店的平日时间储值卡(周一至周五)，用储值卡向媒体置换广告资源，再将广告资源用于酒店的高端企业年会主题产品的传播推广上。 策略3:丰富经营收入来源，强化活动策划组织 高尔夫运动层面 1、赛事活动 高尔夫球会对于会员及外部顾客的根本吸引还在于高尔夫运动。因此，首先应在高尔夫运动本身的活动——赛事上投入力量。 对于大型球会、高端球会而言，打造顶级赛事是解决经营问题的根本方法。通过顶级高尔夫赛事，不仅可以在品牌上获得明显提升，抢占高尔夫行业的制高点，而且可以获得包括商业赞助、赛事门票、电视转播、场地广告、纪念品销售、住宿餐饮等在内的多种经营收入。国内部分球会已经认识到了这一点，正在致力于打造国内的顶级赛事，例如观澜湖的高尔夫世界杯，华彬庄园的北京公开赛等。 poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 而对于规模一般的球会而言，虽然举办大型顶级赛事不够现实，但是仍可在业余比赛、行业赛以及会员赛、联谊赛等方面下足功夫，把赛事活动作为球会品牌建设、会籍销售和拉动经营收入的通用平台。 2、高尔夫教育 如果说赛事活动主要是对具有一定水平的会员产生吸引，那么高尔夫教育及培训就可以成为赛事活动的有效补充。首先，高尔夫教育可以提高初学高尔夫的会员兴趣，是提高到访次数的有效手段;其次，高尔夫教育可与赛事活动产生相互促进作用，以赛事促进教育培训开展，以教育培训支持赛事活动。球会可视自身定位、客源状况及赛事级别开展不同的高尔夫教育培训业务活动，增加日常经营收入。出于成本的考虑，高尔夫教育也可由多家球会合作开展进行。 商业社交层面 1、会员社交活动 首先，球会应加强高尔夫作为商业平台的功能，积极开展各种会员之间以及会员与外界商业人士的社交活动，以此方式增加会籍价值感、获得圈营销资源，并同时附带提升经营收入。 其次，球会应对个人会员提供有偿的、具有吸引力的个性化增值服务，如婚庆典礼、生日会、私人聚会等;对公司会员则提供与外界机构具有差异化的主题年会、庆典等活动服务。用和创意促进产品销售，在提供增值服务、提升会籍价值感的同时实现收入的提升。 2、对外商业活动 高尔夫球会可有选择地与其它商业机构合作进行商业活动，由此获取短期收入。 在合作活动方面，需要注意的有四点: 首先，高尔夫球会选择合作的商业机构的定位应与高尔夫球会自身定位基本匹配，防止合作活动影响自身定位及品牌形象; 其次，需要注重对会员资源的保护。商业机构与球会做活动，很多时候往往考虑直接或间接获得高尔夫球会的会员资源。那么，球会在这个问题上需要在自poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County, 身、会员、合作机构之间进行充分的利益平衡，切不可为了球会短期收入而影响会员的根本利益。 再次，球会要在和产品组合中做到产品的增值，而不只是简单地出租场地、邀请会员。 最后，对于具有标志性的合作活动，球会应积极进行活动的放大宣传，借机提升形象、明确定位，为将来活动的顺利开展打下基础。 3、球场广告经营 高尔夫球会作为高端人群的聚集地，一直是众多商家关注的目标。因此，球会可适量对球会内广告资源进行开发和经营，由此获得一定收入，或置换其它媒体资源以便进行球会推广。 以上提及的多种方法，均可供高尔夫球会在实际经营中灵活应用。方法千变万化，而核心始终如一:球会资源。解决球会经营问题的实质，其实就是对球会现有资源和潜在资源的充分挖掘和利用。这些资源不仅仅包括球会的各种硬件设施，而且包括球会形象、会员资源、地理位置、球会文化、球会人力资源等多种目前极易被球会所忽略的软性资源。动辄拥有上千亩土地、上百名高端会员的高尔夫球会，其资源之丰富是其它许多商业机构所无法比拟的。如何充分发现、组合、利用和创造资源，在球会、会员与其它商业机构和社会之间实现价值的互换，则是高尔夫职业经理人需要深入思考的关键问题。 poverty alleviation, making stable poverty of village and exit in a timely manner, should support poverty alleviation into, from the ... The stability of families, not simply one off, not only to "help a horse", and "giving a lift" to prevent poverty and returning again. (D) to co-ordinate the configuration resource for poverty alleviation. One hand to work actively towards a superior policy. Central work Conference of poverty-alleviation, Central Government of General transfer payments, various types of special transfer payments involving the people's livelihood, in order to further to poor areas. National Revolutionary development seminars presented "five closely around the", developed to support development and construction of old revolutionary views. Prime Minister Li keqiang on the CPPCC was specifically proposed in the Government work report: "national waste management policies and the people's livelihood projects to impoverished areas." Meanwhile, provinces and cities will also be supporting the introduction of appropriate policies. These policies is very large, the ... ... For counties not only opportunities for poverty eradication, it is catching up, promote the development of opportunities in the surrounding area. Departments at all levels must firmly grasp this golden opportunity, let these opportunities become crucial for poverty eradication not only a powerful lever, also became ... ... Powerful breakthrough to overall development, with overtaking. Other integration-related funds. At the meeting, "two offices" introduced the integration of agriculture-related projects funds giving priority to poor implementation of village-poor tilt, clear integration of the 4 major categories of funds and use of the process. The involved departments, under the unified command of the leading group of poverty alleviation and development in the County,