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Wachstumskrise der Golfclubs? Strategien für einen sich wandelnden Markt: Eine Fallstudie zum Golfclub Rhein-Sieg e.V.

Wachstumskrise der Golfclubs? Strategien für einen sich wandelnden Markt: Eine Fallstudie zum Golfclub Rhein-Sieg e.V.

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 2,0, Fachhochschule Koblenz - Standort RheinAhrCampus Remagen, Sprache: Deutsch, Abstract: Der Golfsport, mit ersten Plätzen ursprünglich in Großbritannien entstanden, hat auch in Deutschland eine lange Tradition. Die ersten deutschen Clubs wurden in den 1890er Jahren gegründet. Im Unterschied zu führenden Golfnationen wie England und den USA ist hierzulande eine Clubmitgliedschaft Voraussetzung, um Plätze nutzen zu dürfen. Öffentlich zugängliche Golfplätze finden sich hierzulande nicht. Aufnahmeprozeduren und vergleichsweise hohe Spielgebühren der Clubs bewirkten eine Selektion der Golfklientel und prägten den Ruf eines exklusiven `Reiche-Leute-Sports´. Trotzdem erfuhr der Golfsport seit den 1980er Jahren einen enormen Zulauf. Dies ist auf verschiedene Ursachen zurückzuführen, wobei gestiegener Wohlstand, Hedonismus und eine zunehmende Freizeitorientierung tragende Rollen spielten. Analog nahm nicht nur die Zahl der Club-Neugründungen zu, Golf geriet auch verstärkt in den Fokus von gewerblichen Betreibergesellschaften, welche heute über die Hälfte des Angebots stellen. In den 1990er Jahren verdoppelte sich die Anzahl der Golfplätze. Um die neu geschaffenen Platzkapazitäten auszulasten versucht man heute, das elitäre Image zu korrigieren und dem Golfsport mehr Interessenten zuzuführen. Der Deutsche Golf Verband (DGV) als Dachverband der deutschen Clubs nimmt hier eine führende Rolle ein. Die eingeleiteten Marketingmaßnahmen umfassen im Wesentlichen die Öffnung des Sports für weitere Bevölkerungsschichten durch eine Differenzierung des Angebots und nicht zuletzt die Schaffung (kosten-)günstiger Einstiegs- und Spielmöglichkeiten. Vor diesem Hintergrund ändert sich die Marktsituation grundlegend. Die Herausforderung für die deutschen Golfanbieter lässt sich wie folgt skizzieren: einerseits ergibt sich aus dem Standort ein grundlegender Kostendruck, resultierend aus


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Product Details
  • ISBN-13: 9783656663508
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 122 gr
  • ISBN-10: 3656663505
  • Publisher Date: 03 Jun 2014
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Sub Title: Eine Fallstudie zum Golfclub Rhein-Sieg e.V.
  • Width: 148 mm

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Wachstumskrise der Golfclubs? Strategien für einen sich wandelnden Markt: Eine Fallstudie zum Golfclub Rhein-Sieg e.V.
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Wachstumskrise der Golfclubs? Strategien für einen sich wandelnden Markt: Eine Fallstudie zum Golfclub Rhein-Sieg e.V.
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