Design: 1 Design the stadium according to the terrain. The size of the landscape and terrain, write how to design a stadium suitable for the terrain.
Management: 1 Rationalization of time management and scientific management of the stadium. 2. Continuously improve the operational capacity of the stadium, and there is no shortage of renewal and development!
The management of golf course is a systematic and complicated project. It is said to be a system because all the links are interlocking, and even the negligence of any detail may lead to serious consequences. And all the management links can not be established in a short time. To say it is complex means that it covers lawn planting, maintenance, management, garden landscape, stadium operation management, product design, sales and other measures, and can not be neglected. This paper tries to put forward some suggestions from these aspects.
I. Construction and renewal of golf courses (the role and orientation of the course director)
Although most people think that golf is just a sport or leisure activity, it still uses scientific and technological innovation and psychological achievements in many aspects. The course director is fully involved in this activity, and he naturally grasps and embodies such innovations and achievements.
It is not an exaggeration to call the stadium director a generalist. Sometimes he is profound as a scientist, and sometimes he is reserved as an environmentalist. He has not only extensive knowledge of agronomists, but also excellent personnel management ability. He should be a meteorologist, a business training lecturer, and a cost controller to save energy and reduce consumption.
On the court, it is one thing to learn to hold the ball, stand and swing, and it is another to learn the manners that players should have. The stadium director can provide and guide the basic etiquette of players:
The fairway and green should be scarred;
Place bags at different positions on the court;
Familiar with the requirements of club opponents' cart parking;
Repair after saving the ball in the bunker;
Be patient in frosty weather and understand the maintenance of the stadium;
Obligations to other athletes and stadiums;
Provisions on soft nails and hard nails;
Whether playing in Xiao Jiu Hole in the countryside or in a regular championship course, players will be interested in the state of the course, and only the stadium director has the right to evaluate and answer these interests.
The condition of the stadium is influenced by many factors, some of which can be controlled and some of which cannot be controlled. Of course, adding or removing some bunkers, trees or water barriers can also be one of the strategies. It is not difficult to feel the green. If you refuse to redo or update the course, it will affect the state of the course, that is, the shape of the green has not changed, and the changes of different kinds of grass species will also affect the state of the course and the players' play.
Dealing with nature is always challenging. Long-term drought or rainy season is not easy to provide excellent golf course quality, so it is necessary to change mowing plan, mowing height and pesticide application. The maintenance of golf course needs the understanding of players, so the knowledge and experience about lawn maintenance are useful to both players and golf course. Drilling, sand laying, cross-sowing, watering and anti-freezing are just some aspects of these maintenance works, which are indispensable to maintain the quality of golf courses, even though these works may sometimes delay the operation of the club.
Turning a barren land into a golf course requires a lot of scheme investment, and the course director plays an important role from beginning to end. From the first shovel of bulldozer to the first shot of 1# platform after opening, apart from the owner and management factors, the stadium director is the witness of the whole stadium, witnessing the growth of the stadium. He works closely with designers and contractors to help create some service facilities to meet the needs of future consumers, which are also of aesthetic and environmental significance. After the designer and contractor fulfill their obligations, the stadium director plays the role of organizing the opening and operation of the stadium.
Mature old courses are often rebuilt or rebuilt to improve the quality of the course and meet the requirements of players, such as the green is not difficult and the fairway is not undulating. With the increase of opening hours and the influence of weather, bunkers may need to be redone, or greens with poor drainage need to be redone according to USGA standards. With the development of turfgrass science, new grass species have come out, which have greater advantages for trampling and climate. At this time, the stadium director must keep pace with the times and turn new achievements into reality. In fact, many stadium directors design and transform their stadiums in this way.
Just as golf balls and clubs have evolved over time, the materials and techniques of course maintenance faced by course directors are also changing. For a golfer, knowing about Fusarium wilt, triple lawn mower, MSDS and annual Kentucky bluegrass will not help him improve his performance, but will help him increase his knowledge and enrich the fun of this sport. For the course director, he will constantly improve his skills, enrich his mind and keep up with the pace of technology and fashion.
Second, the top priority of managing sales.
Golf is a new healthy sport in China. This shows that the golf market in China is huge. Statistics show that China has become one of the four largest luxury consumption countries in the world. The number of potential luxury consumers has reached more than 654.38+million. This shows that some people in China have a lot of disposable funds. This group of people is the target group of our golf membership marketing, and this is our target market.
The sales of golf course members are a huge income after the completion of the golf course. This is the first big step to withdraw investment funds. How to sell members more quickly and reasonably is a marketing problem. To this end, we need to conduct marketing management. This involves a series of marketing problems. Need a professional marketing team? If a marketing team is needed, is it outsourcing or self-care? Do marketers sell alone or cooperate with other members of the company?
Marketing management refers to the analysis, planning, implementation and control of design schemes aimed at establishing, deepening and maintaining beneficial exchange relations with target buyers in order to achieve organizational goals. Golf courses sell membership to guests, and what they sell is the consumption right of golf courses and their supporting facilities. When guests exercise their rights, it is also a process of serving members in the stadium. Therefore, the marketing management of golf membership system is service marketing management.
Then, what kind of marketing concept can better guide the marketing planning and operation of golf membership system? The stadium should lock in the needs and interests of the target market, and then provide more value to the guests in a way that can maintain or improve the consumer and social welfare. This is the concept of social marketing.
At present, the stadium can adopt two marketing methods. One is outsourcing to marketing companies; The second is to set up your own sales team. This paper only discusses how to realize our marketing plan in the shortest time in the second case.
Marketing includes many aspects. Here, I discuss and study how to build an excellent marketing team.
We define marketing team management as the analysis, planning, implementation and control of all activities and work objectives of salespeople. The construction of marketing team includes five parts: designing marketing team strategy and structure, recruitment and selection, training, supervision and performance evaluation.
At present, most stadiums only recruit young female salespeople. The structure of this marketing team is too simple and unreasonable. Considering the increase of female consumers' economic strength and free time, it is necessary for us to readjust our marketing team.
Among these five factors, the most important is training. To cultivate the marketing team into a high-performance team, we should strengthen the training from the following aspects.
1, active, active.
Any guest doesn't want to talk to a salesman who is sad all day. What we need is an employee who is always cheerful and optimistic. Research shows that people are most likely to make consumption decisions when they are in a good mood. Good mood can be infected. Look within eight meters, laugh within three meters. This is a good measure of smile service.
2. Emotional.
Some experts have said that appealing to reason will only make guests understand things, and appealing to feelings will make guests take out their wallets. Simply calculating the economic account for the guests can't impress them. Salespeople should first build a bridge to communicate with customers. After finding the * * * sound point, the guest will open the chatterbox and then open the cash box. Let the guests feel that it is reasonable to buy our members.
3. Arrange the important things first.
People's energy is limited, and it is impossible to do everything well at the same time. Employees should divide things into four grades according to their importance, urgency and duration: important and urgent, urgent and unimportant, important and long-term, unimportant or urgent but long-term. The first thing employees should do is important and urgent, which is the first level. And so on.
4. Think what consumers think.
We should not only know the current needs of current guests, but also spend a lot of time to understand the potential needs of potential customers. How did you know? We need the most effective empathy. From the guest's point of view, feel the guest's emotions and needs, and clearly know the guest's psychological activities. This shows that we attach great importance to respecting our guests. Be sure to show the quality of service in the details. For example, some special guests don't like to reveal their names and addresses. We need to make a special plan and treat it differently in the process of sales.
5, keep update (keep update)
The update here not only refers to the update of customer information, but more importantly, the concept and skills of employees should be constantly updated. Learn new marketing concepts and skills.
Third, continuously improve the operational capacity of golf courses.
Golf, like football and tennis, is the three major sports in the world. Golf in China started on 1984. After nearly 20 years of cultivation, China has built nearly 200 golf courses with more than 4.5 million golfers, with an annual growth rate of 20-30%.
If golf is compared to transportation, then the course is a road. How to make effective use of roads and maximize the number of vehicles without causing negative effects such as traffic jams? This is a problem to be solved in the operation and management of golf courses.
Regular golfers are probably familiar with many phenomena, such as the jam of the course and the shortage of caddies. As a golf course, how to make rational use of existing resources, improve the operation process and improve the operation efficiency of venue facilities is an urgent problem to be solved. The following will combine the characteristics of golf course operation and analyze how to improve the efficiency of its course operation:
1, scientific time management
Golf course is limited by time in its operation activities, and the random arrival of customers increases the difficulty of golf course scheduling, especially on holidays. When customer demand exceeds the actual reception capacity of the golf course, there will be "pressure on the court" and other phenomena. In order to make the game go smoothly, we need to strengthen time management from the following aspects:
Advance booking: that is, book the tee time in advance on weekends and holidays, and determine the tee time at each check-in and checkout.
Grouping customs clearance: it is advocated that many people should group customs clearance during busy hours such as holidays, and it is restricted to groups of less than three people.
Limit the stroke difference: at some time on weekends and holidays, male players with a stroke difference of more than 36 and female players with a stroke difference of more than 42 are restricted to play. This can adjust the passenger flow on weekdays and holidays.
Kick-off on time: once the kick-off time is determined, the staff will ensure that the players kick off on time. When a player delays the scheduled tee time, the staff can only arrange his end in the following free time.
Strengthen patrol: three professional coaches (players) patrol in turn to control the overall flow rhythm, prompt players who play overtime and deal with matters that affect normal operation. Encourage players to play slowly and go quickly, and complete the four-person game in 4 hours 15 minutes.
Strengthen the customer's concept of time: it is suggested that the customer arrive at the club 30 minutes before the scheduled service time and arrive at the departure station before 10 minutes to wait for the staff to inform the kick-off. Obey the arrangement of the club departure desk at any time, and do not interfere with the management of the club and the order of other members to play, and forcibly kick off.
2. Smooth information exchange
The information communication of golf course involves all kinds of communication among owners, players, employees and industry associations. Adjust the venue maintenance plan in time according to the feedback information and requirements of players and industries and the arrangement of important activities. Effective information communication can make managers make correct and timely decisions, thus making the operation of the stadium more effective and smooth.
Of course, information communication depends on technical support. The development of golf course monitoring system software enables the staff of golf course or congress to keep abreast of the golf course and the competition, and plan or adjust the manpower allocation according to the situation, so that players, competition units and fans can grasp the competition progress in the first time, thus greatly improving the rhythm of golf events and the efficiency of course management.
3, a clear division of labor and cooperation
Golf course is a multi-department and multi-functional comprehensive golf course. The functions of each department are different, but they are interrelated and mutually restricted, so the division of labor and cooperation between them is very important for the normal operation of golf courses. Golf course departments provide customers with a series of different services, one of which is not in place, which will affect customer satisfaction. For example, inadequate patrol personnel, insufficient supply of caddies, inadequate lawn maintenance, and failure to timely repair machinery and equipment will all affect the operation of the entire stadium and attract customers' complaints. Therefore, all departments should not only have a clear division of labor, but also cooperate to solve some daily or unexpected things in the shortest possible time.
4. Rationalization of price setting.
Price customization is a management problem, but it is also an important factor in stadium operation. Unreasonable price customization will shut customers out. Without customers, all the resources of the stadium will not be used efficiently and reasonably, and even the perfect design is useless.
Undoubtedly, golf has brought many benefits to the social economy: it not only increases the value of land resources, but more importantly, it can promote the development of many related industries, such as tourism, construction, machinery, clothing, real estate, golf equipment and other industries, and its world output value is as high as hundreds of billions of dollars. With the continuous expansion of consumer demand, why do clubs complain that "business is difficult to do and business loses money"? Why are consumers complaining that "the threshold is too high to afford"?
Of course, the efficient operation of golf courses is not only a matter of reception capacity, but also involves the capital operation and cost management strategy of golf courses. For the healthy development of golf in China, controlling the price and cost is the breakthrough. Only when the demand exceeds the supply can it be more meaningful to talk about improving the operational efficiency of the stadium.
Fourth, improve service awareness and professional skills.
Friends who often play ball must feel the same way. The service of caddies often affects their mood and performance. When they meet caddies with enthusiastic service attitude and strong professional ability, they often feel very comfortable and have ideal results. Once you meet those rude and lazy caddies, you will definitely feel uncomfortable, like a nightmare for hours.
How to judge and select a qualified caddy?
1, caddy courtesy
I have seen many caddies walk by without saying hello when they meet guests who don't need their own service, or some caddies are lazy, and the guests are waiting for him at the next tee, and he is still slowly "wandering". Some unbearable caddies are always self-centered, and often talk back to guests and ask for tips. When I met such a caddy, I ended up playing a bad ball in a bad mood. Of course, such caddies have to face the consequences of not getting a considerable tip, and being complained by guests will be fined and stopped. Of course, not everyone does. Some caddies in the caddy department of hundreds of people can win the favor of the guests through their active and cordial service attitude.
Caddy Xiao Li saw a gentleman carrying a bag and a clothing bag in the company parking lot after work. At that time, I didn't know what the reason was. Colleagues around me passed by casually, so Xiao Li enthusiastically helped the gentleman with his bag and took him to the club. Although Xiao Li didn't serve the gentleman at that time, the careful guests remembered Xiao Li's badge number. After that, every time the guests go, they will order Xiaoli's venue and introduce her friends who often come to play ball. Through good service quality, Xiaoli not only increased her income, but also won the respect of the guests and improved the reputation of the club.
As employees in the service industry, service attitude is the facade of an enterprise, and the quality of employees will directly affect the image of the enterprise in the hearts of consumers, as will caddies on golf courses. From the moment the guest enters the stadium, no matter in the driving range or the starting platform of the parking club, the caddy should take the initiative to bow to the guest, ask the guest thoughtfully whether he has been to the stadium, what can I do for him, enthusiastically help him take his backpack to the club, and serve the guest generously and appropriately, so as to make the guest feel at home. If this can be done, the guests may spend the day happily in the club because of a smile and a warm word from the caddy.
2. Professional skills
Mr. Wu plays games with several good friends every weekend. When he won, his face was not only glorious, but his efforts in the driving range also paid off. The caddy serving Mr. Wu this time is a boy he has never seen before. From the tee of hole 1, he accurately reported the number of yards in each fairway. He not only gave Mr. Wu a lot of valuable words on the fairway, but also tried his best to help Mr. Wu find some balls that are easy to lose in long grass or water obstacles. On the green, he helped Mr. Wu find his way and completed each hole with the best number of strokes. On that day, Mr. Wu was very happy because he broke through the 90 mark for the first time in his life. Of course, the tip given by the boy who served him that day was also an astonishing four figures. After that, every time I go to that stadium, Mr. Wu will book caddies specially. Apart from employment, they became very good friends.
When you come to the golf course, the main purpose of most guests is of course to play ball! The professional service of caddies on the court, of course, should talk about professional skills. First of all, an experienced caddy should be familiar with the number of yards in each lane of his own court and tell the guests how many yards they need to hit to reach or cross the bunker water barrier. The service on the fairway must always walk behind the ball in front of the guests. Before his guests arrive at the ball position, they should observe the position of the ball in advance and visually check the distance between the ball and the flagpole. When the guest arrives at the ball position, the actual number of yards to hit the ball should be given. After the ball is on the green, it is necessary to mention the push line of the ball. The caddy should give an assistant according to the slope distance, or help the guest set up the ball line with the permission of the guest, and tell the guest the direction of the line and the strength of pushing. Helping their guests achieve the best results should be the goal of every caddy!
3. Safety awareness
Mr. Zhang went to play in a long-cherished stadium and got off the court in a car serving his caddy. But he just made a few holes, and Mr. Zhang sitting in the co-pilot felt uncomfortable. The caddy was a poor driver and almost hit a tree several times. Mr. Zhang decided to drive by himself, thinking that he could play comfortably this time. Who knows that the accident happened again before the half-court game was finished. Mr. Zhang is driving on the turntable road next to the 8 th hole green. However, the caddy standing behind was inattentive, failed to grasp the railing and fell down on the spot. Although it was not Mr. Zhang's responsibility afterwards, the ball could not be played that day!
Guests come to the club to play, and the caddy, as a member of the stadium, is of course responsible for ensuring the personal safety of consumers, and must avoid accidents such as being hit by a ball, falling down or being bitten by snakes and insects. In the course where carts and boats can be used, caution and proficiency in driving skills should also be ensured. Therefore, safety awareness should be the professional ethics that every caddy should have.
Six, the implementation of the stadium target management responsibility system
"Management responsibility by objectives" is a combination of three words. As the name implies, "goal" is a plan, which is a process of making the management objectives of an enterprise at a certain stage clause, digital and decomposed on the premise of scientific and pragmatic attitude. And "management" is to decompose the established goals and policies step by step until a stepped power and responsibility structure of "from project to department, from department to individual" is formed to ensure the realization of the goals. The "responsibility system" not only runs through the system itself, but also focuses on summary and evaluation. It is an administrative act to implement the accountability system on the basis of the original plan or revised plan through the evaluation and review of individual or departmental work matters. The purpose of implementing the responsibility system is to eliminate the fittest in the examination and approval, reward the excellent and punish the lazy, and be advanced and backward.
Through the implementation of the responsibility system, on the one hand, strengthen the responsibility and management consciousness of the management at all levels of the club, improve the management system, strengthen management, and make the club close to the scientific, systematic, standardized and efficient management system as soon as possible; On the other hand, people-oriented, full responsibility system has largely solved the past decentralized operation mode of departments and individuals without plans and goals. Through quantitative objectives and standardized means, coordinate and promote the administrative affairs, human resources development, financial policies, sales strategies, business operations, brand building, etc. of the whole enterprise, and continuously improve the overall strength and overall operational level of the team. Responsibility system is of positive significance to the healthy development of enterprises.
Suggestion 1: Abandon the target management principle of "taking the upper part and taking the lower part", listen to the report from the top managers or professional management companies in the front line of the market, and define the business tasks scientifically and reasonably.
Suggestion 2: Golf course managers or management companies should take appropriate measures to reflect the real situation of the market to responsible owners through reasonable channels, so as to avoid blindly catering to the instructions of superiors and strive for a win-win situation.