高尔夫读者

Observer
An “observer” is one who is appointed by the Committee to assist a referee to decide questions of fact and to report to him any breach of a Rule. An observer should not attend the flagstick, stand at or mark the position of the hole, or lift the ball or mark its position.

Obstructions
An “obstruction” is anything artificial, including the artificial surfaces and sides of roads and paths and manufactured ice, except:
a. Objects defining out of bounds, such as walls, fences, stakes and railings;
b. Any part of an immovable artificial object that is out of bounds; and
c. Any construction declared by the Committee to be an integral part of the course.
An obstruction is a movable obstruction if it may be moved without unreasonable effort, without unduly delaying play and without causing damage. Otherwise, it is an immovable obstruction.

Note: The Committee may make a Local Rule declaring a movable obstruction to be an immovable obstruction.

Out of Bounds
“Out of bounds” is beyond the boundaries of the course or any part of the course so marked by the Committee. When out of bounds is defined by reference to stakes or a fence or as being beyond stakes or a fence, the out of bounds line is determined by the nearest inside points at ground level of the stakes or fence posts (excluding angled supports). When both stakes and lines are used to indicate out of bounds, the stakes identify out of bounds and the lines define out of bounds. When out of bounds is defined by a line on the ground, the line itself is out of bounds. The out of bounds line extends vertically upwards and downwards.
A ball is out of bounds when all of it lies out of bounds. A player may stand out of bounds to play a ball lying within bounds.
Objects defining out of bounds such as walls, fences, stakes and railings, are not obstructions and are deemed to be fixed. Stakes identifying out of bounds are not obstructions and are deemed to be fixed.

Note 1: Stakes or lines used to define out of bounds should be white.
Note 2: A Committee may make a Local Rule declaring stakes identifying but not defining out of bounds to be movable obstructions.

Outside Agency
In match play, an “outside agency” is any agency other than either the player’s or opponent’s side, any caddie of either side, any ball played by either side at the hole being played or any equipment of either side.
In stroke play, an outside agency is any agency other than the competitor’s side, any caddie of the side, any ball played by the side at the hole being played or any equipment of the side.
An outside agency includes a referee, a marker, an observer and a forecaddie. Neither wind nor water is an outside agency.

Partner
A “partner” is a player associated with another player on the same side.
In threesome, foursome, best-ball or four-ball play, where the context so admits, the word “player” includes his partner or partners.

Penalty Stroke

A “penalty stroke” is one added to the score of a player or side under certain Rules. In a threesome or foursome, penalty strokes do not affect the order of play.

Provisional Ball

A “provisional ball” is a ball played under Rule 27-2 for a ball that may be lost outside a water hazard or may be out of bounds.

Putting Green

The “putting green” is all ground of the hole being played that is specially prepared for putting or otherwise defined as such by the Committee. A ball is on the putting green when any part of it touches the putting green.

Referee
A “referee” is one who is appointed by the Committee to accompany players to decide questions of fact and apply the Rules. He must act on any breach of a Rule that he observes or is reported to him. A referee should not attend the flagstick, stand at or mark the position of the hole, or lift the ball or mark its position.

Rub of the Green
A “rub of the green” occurs when a ball in motion is accidentally deflected or stopped by any outside agency (see Rule 19-1).

Rule or Rules
The term “Rule” includes:
a. The Rules of Golf and their interpretations as contained in “Decisions on the Rules of Golf”;
b. Any Conditions of Competition established by the Committee under Rule 33-1 and Appendix I;
c. Any Local Rules established by the Committee under Rule 33-8a and Appendix I; and
d. The specifications on clubs and the ball in Appendices II and III and their interpretations as contained in “A Guide to the Rules on Clubs and Balls.”

Side

A “side” is a player, or two or more players who are partners.

Single
See “Forms of Match Play” and “Forms of Stroke Play.”

Stance
Taking the “stance” consists in a player placing his feet in position for and preparatory to making a stroke.

Stipulated Round
The “stipulated round” consists of playing the holes of the course in their correct sequence, unless otherwise authorized by the Committee. The number of holes in a stipulated round is 18 unless a smaller number is authorized by the Committee. As to extension of stipulated round in match play, see Rule 2-3.

Stroke
A “stroke” is the forward movement of the club made with the intention of striking at and moving the ball, but if a player checks his downswing voluntarily before the clubhead reaches the ball he has not made a stroke.

Substituted Ball
A “substituted ball” is a ball put into play for the original ball that was either in play, lost, out of bounds or lifted.

Ground Under Repair

“Ground under repair” is any part of the course so marked by order of the Committee or so declared by its authorized representative. All ground and any grass, bush, tree or other growing thing within the ground under repair are part of the ground under repair. Ground under repair includes material piled for removal and a hole made by a green keeper, even if not so marked. Grass cuttings and other material left on the course that have been abandoned and are not intended to be removed are not ground under repair unless so marked.

When the margin of ground under repair is defined by stakes, the stakes are inside the ground under repair, and the margin of the ground under repair is defined by the nearest outside points of the stakes at ground level. When both stakes and lines are used to indicate ground under repair, the stakes identify the ground under repair and the lines define the margin of the ground under repair.

When the margin of ground under repair is defined by a line on the ground, the line itself is in the ground under repair. The margin of ground under repair extends vertically downwards but not upwards.

A ball is in ground under repair when it lies in or any part of it touches the ground under repair.

Stakes used to define the margin of or identify ground under repair are obstructions.

Note: The Committee may make a Local Rule prohibiting play from ground under repair or an environmentally-sensitive area defined as ground under repair.

Hazards

A “hazard” is any bunker or water hazard.

Hole

The “hole” must be 4.25 inches (108 mm) in diameter and at least 4 inches (101.6 mm) deep. If a lining is used, it must be sunk at least 1 inch (25.4 mm) below the putting green surface, unless the nature of the soil makes it impracticable to do so; its outer diameter must not exceed 4.25 inches (108 mm).

Holed

A ball is “holed” when it is at rest within the circumference of the hole and all of it is below the level of the lip of the hole.

Honor

The player who is to play first from the teeing ground is said to have the “honor.”

Lateral Water Hazard

A “lateral water hazard” is a water hazard or that part of a water hazard so situated that it is not possible, or is deemed by the Committee to be impracticable, to drop a ball behind the water hazard in accordance with Rule 26-1b. All ground and water within the margin of a lateral water hazard are part of the lateral water hazard.

When the margin of a lateral water hazard is defined by stakes, the stakes are inside the lateral water hazard, and the margin of the hazard is defined by the nearest outside points of the stakes at ground level. When both stakes and lines are used to indicate a lateral water hazard, the stakes identify the hazard and the lines define the hazard margin. When the margin of a lateral water hazard is defined by a line on the ground, the line itself is in the lateral water hazard. The margin of a lateral water hazard extends vertically upwards and downwards.

A ball is in a lateral water hazard when it lies in or any part of it touches the lateral water hazard. Stakes used to define the margin of or identify a lateral water hazard are obstructions.

Note 1: That part of a water hazard to be played as a lateral water hazard must be distinctively marked. Stakes or lines used to define the margin of or identify a lateral water hazard must be red.

Note 2: The Committee may make a Local Rule prohibiting play from an environmentally-sensitive area defined as a lateral water hazard.

Note 3: The Committee may define a lateral water hazard as a water hazard.

Line of Play

The “line of play” is the direction that the player wishes his ball to take after a stroke, plus a reasonable distance on either side of the intended direction. The line of play extends vertically upwards from the ground, but does not extend beyond the hole.

Line of Putt

The “line of putt” is the line that the player wishes his ball to take after a stroke on the putting green. Except with respect to Rule 16-1e, the line of putt includes a reasonable distance on either side of the intended line. The line of putt does not extend beyond the hole.

Loose Impediments

“Loose impediments” are natural objects including:
* Stones, leaves, twigs, branches and the like,
* Dung, and
* Worms, insects and the like, and the casts and heaps made by them, provided they are not:
* Fixed or growing,
* Solidly embedded, or
* adhering to the ball.

Sand and loose soil are loose impediments on the putting green, but not elsewhere. Snow and natural ice, other than frost, are either casual water or loose impediments, at the option of the player. Dew and frost are not loose impediments.

Lost Ball

A ball is deemed “lost” if:

a. It is not found or identified as his by the player within five minutes after the player’s side or his or their caddies have begun to search for it; or
b. The player has made a stroke at a provisional ball from the place where the original ball is likely to be or from a point nearer the hole than that place (see Rule 27-2b); or
c. The player has put another ball into play under penalty of stroke and distance (see Rule 27-1a); or
d. The player has put another ball into play because it is known or virtually certain that the ball, which has not been found, has been moved by an outside agency (see Rule 18-1), is in an obstruction (see Rule 24-3), is in an abnormal ground condition (see Rule 25-1c) or is in a water hazard (see Rule 26-1); or
e. The player has made a stroke at a substituted ball. Time spent in playing a wrong ball is not counted in the five-minute period allowed for search.

Marker

A “marker” is one who is appointed by the Committee to record a competitor’s score in stroke play. He may be a fellow-competitor. He is not a referee.

Move or Moved

A ball is deemed to have “moved” if it leaves its position and comes to rest in any other place.

Nearest Point of Relief

The “nearest point of relief” is the reference point for taking relief without penalty from interference by an immovable obstruction (Rule 24-2), an abnormal ground condition (Rule 25-1)

or a wrong putting green (Rule 25-3).

It is the point on the course nearest to where the ball lies:

(i) that is not nearer the hole, and

(ii) where, if the ball were so positioned, no interference by the condition from which relief is sought would exist for the stroke the player would have made from the original position if the condition were not there.

Note: In order to determine the nearest point of relief accurately, the player should use the club with which he would have made his next stroke if the condition were not there to simulate the address position, direction of play and swing for such a stroke.

SECTION II

DEFINITIONS

The Definitions are listed alphabetically and, in the Rules themselves, defined terms are in italics.

Abnormal Ground Conditions

An “abnormal ground condition” is any casual water, ground under repair or hole, cast or runway on the course made by a burrowing animal, a reptile or a bird.

Addressing the Ball

A player has “addressed the ball” when he has taken his stance and has also grounded his club, except that in a hazard a player has addressed the ball when he has taken his stance.

Advice

“Advice” is any counsel or suggestion that could influence a player in determining his play, the choice of a club or the method of making a stroke.

Information on the Rules, distance or matters of public information, such as the position of hazards or the flagstick on the putting green, is not advice.

Ball Deemed to Move

See “Move or Moved.”

Ball Holed

See “Holed.”

Ball Lost

See “Lost Ball.”

Ball in Play

A ball is “in play” as soon as the player has made a stroke on the teeing ground. It remains in play until it is holed, except when it is lost, out of bounds or lifted, or another ball has been substituted, whether or not the substitution is permitted; a ball so substituted becomes the ball in play. If a ball is played from outside the teeing ground when the player is starting play of a hole, or when attempting to correct this mistake, the ball is not in play and Rule 11-4 or 11-5 applies. Otherwise, ball in play includes a ball played from outside the teeing ground when the player elects or is required to play his next stroke from the teeing ground.

Exception in match play: Ball in play includes a ball played by the player from outside the teeing ground when starting play of a hole if the opponent does not require the stroke to be canceled in accordance with Rule 11-4a.

Best-Ball

See “Forms of Match Play.”

Bunker

A “bunker” is a hazard consisting of a prepared area of ground, often a hollow, from which turf or soil has been removed and replaced with sand or the like.

Grass-covered ground bordering or within a bunker, including a stacked turf face (whether grass-covered or earthen), is not part of the bunker. A wall or lip of the bunker not covered with grass is part of the bunker. The margin of a bunker extends vertically downwards, but not upwards.

A ball is in a bunker when it lies in or any part of it touches the bunker.

Burrowing Animal

A “burrowing animal” is an animal (other than a worm, insect or the like) that makes a hole for habitation or shelter, such as a rabbit, mole, groundhog, gopher or salamander.

Note: A hole made by a non-burrowing animal, such as a dog, is not an abnormal ground condition unless marked or declared as ground under repair.

Caddie

A “caddie” is one who assists the player in accordance with the Rules, which may include carrying or handling the player’s clubs during play.

When one caddie is employed by more than one player, he is always deemed to be the caddie of the player sharing the caddie whose ball (or whose partner’s ball) is involved, and equipment carried by him is deemed to be that player’s equipment, except when the caddie acts upon specific directions of another player (or the partner of another player) sharing the caddie, in which case he is considered to be that other player’s caddie.

Casual Water

“Casual water” is any temporary accumulation of water on the course that is not in a water hazard and is visible before or after the player takes his stance. Snow and natural ice, other than frost, are either casual water or loose impediments, at the option of the player. manufactured ice is an obstruction. Dew and frost are not casual water.

A ball is in casual water when it lies in or any part of it touches the casual water.

Committee

The “Committee” is the committee in charge of the competition or, if the matter does not arise in a competition, the committee in charge of the course.

Competitor

A “competitor” is a player in a stroke-play competition. A “fellow-competitor” is any person with whom the competitor plays. Neither is partner of the other.

In stroke-play foursome and four-ball competitions, where the context so admits, the word “competitor” or “fellow-competitor” includes his partner.

Course

The “course” is the whole area within any boundaries established by the Committee (see Rule 33-2).

Equipment

“Equipment” is anything used, worn or carried by the player or anything carried for the player by his partner or either of their caddies, except any ball he has played at the hole being played and any small object, such as a coin or a tee, when used to mark the position of a ball or the extent of an area in which a ball is to be dropped. Equipment includes a golf cart, whether or not motorized.

Note 1: A ball played at the hole being played is equipment when it has been lifted and not put back into play.

Note 2: When a golf cart is shared by two or more players, the cart and everything in it are deemed to be the equipment of one of the players sharing the cart.

If the cart is being moved by one of the players (or the partner of one of the players) sharing it, the cart and everything in it are deemed to be that player’s equipment. Otherwise, the cart and everything in it are deemed to be the equipment of the player sharing the cart whose ball (or whose partner’s ball) is involved.

Fellow-Competitor

See “Competitor.”

Flagstick

The “flagstick” is a movable straight indicator, with or without bunting or other material attached, centered in the hole to show its position. It must be circular in cross-section. Padding or shock absorbent material that might unduly influence the movement of the ball is prohibited.

Forecaddie

A “forecaddie” is one who is employed by the Committee to

indicate to players the position of balls during play. He is an

outside agency.

Forms of Match Play

Single: A match in which one player plays against another player.

Threesome: A match in which one player plays against two other players, and each side plays one ball.

Foursome: A match in which two players play against two other players, and each side plays one ball.

Three-Ball: Three players play a match against one another, each playing his own ball. Each player is playing two distinct matches.

Best-Ball: A match in which one player plays against the better ball of two other players or the best ball of three other players.

Four-Ball: A match in which two players play their better ball against the better ball of two other players.

Forms of Stroke Play

Individual: A competition in which each competitor plays as an individual.

Foursome: A competition in which two competitors play as partners and play one ball.

Four-Ball: A competition in which two competitors play as partners, each playing his own ball. The lower score of the partners is the score for the hole. If one partner fails to complete the play of the hole, there is no penalty.

Note: For bogey, par and Stableford competitions, see Rule 32-1.

Four-Ball

See “Forms of Match Play” and “Forms of Stroke Play.”

Foursome

See “Forms of Match Play” and “Forms of Stroke Play.”

SECTION I
ETIQUETTE; BEHAVIOR ON THE COURSE

Introduction

This Section provides guidelines on the manner in which the game of golf should be played. If they are followed, all players will gain maximum enjoyment from the game. The overriding principle is that consideration should be shown to others on the course at all times.

The Spirit of the Game

Golf is played, for the most part, without the supervision of a referee or umpire. The game relies on the integrity of the individual to show consideration for other players and to abide by the Rules. All players should conduct themselves in a disciplined manner, demonstrating courtesy and sportsmanship at all times, irrespective of how competitive they may be. This is the spirit of the game of golf.

Safety

Players should ensure that no one is standing close by or in a position to be hit by the club, the ball or any stones, pebbles, twigs or the like when they make a stroke or practice swing. Players should not play until the players in front are out of range. Players should always alert green staff nearby or ahead when they are about to make a stroke that might endanger them. If a player plays a ball in a direction where there is a danger of hitting someone, he should immediately shout a warning. The traditional word of warning in such situations is “fore.”

Consideration for Other Players

No Disturbance or Distraction

Players should always show consideration for other players on the course and should not disturb their play by moving, talking or making unnecessary noise. Players should ensure that any electronic device taken onto the course does not distract other players. On the teeing ground, a player should not tee his ball until it is his turn to play. Players should not stand close to or directly behind the ball, or directly behind the hole, when a player is about to play.

On the Putting Green

On the putting green, players should not stand on another player’s line of putt or, when he is making a stroke, cast a shadow over his line of putt. Players should remain on or close to the putting green until all other players in the group have holed out.

Scoring

In stroke play, a player who is acting as a marker should, if necessary, on the way to the next tee, check the score with the player concerned and record it.

Pace of Play

Play at Good Pace and Keep Up

Players should play at a good pace. The Committee may establish pace of play guidelines that all players should follow. It is a group’s responsibility to keep up with the group in front. If it loses a clear hole and it is delaying the group behind, it should invite the group behind to play through, irrespective of the number of players in that group. Where a group has not lost a clear hole, but it is apparent that the group behind can play faster, it should invite the faster moving group to play through.

Be Ready to Play

Players should be ready to play as soon as it is their turn to play. When playing on or near the putting green, they should leave their bags or carts in such a position as will enable quick movement off the green and towards the next tee. When the play of a hole has been completed, players should immediately leave the putting green.

Lost Ball

If a player believes his ball may be lost outside a water hazard or is out of bounds, to save time, he should play a provisional ball. Players searching for a ball should signal the players in the group behind them to play through as soon as it becomes apparent that the ball will not easily be found. They should not search for five minutes before doing so. Having allowed the group behind to play through, they should not continue play until that group has passed and is out of range.

Priority on the Course

Unless otherwise determined by the Committee, priority on the course is determined by a group’s pace of play. Any group playing a whole round is entitled to pass a group playing a shorter round. The term “group” includes a single player. Care of the Course

Bunkers

Before leaving a bunker, players should carefully fill up and smooth over all holes and footprints made by them and any nearby made by others. If a rake is within reasonable proximity of the bunker, the rake should be used for this purpose.

Repair of Divots, Ball-Marks and Damage by Shoes

Players should carefully repair any divot holes made by them and any damage to the putting green made by the impact of a ball (whether or not made by the player himself). On completion of the hole by all players in the group, damage to the put-ting green caused by golf shoes should be repaired.

Preventing Unnecessary Damage

Players should avoid causing damage to the course by removing divots when taking practice swings or by hitting the head of a club into the ground, whether in anger or for any other reason. Players should ensure that no damage is done to the putting green when putting down bags or the flagstick. In order to avoid damaging the hole, players and caddies should not stand too close to the hole and should take care during the handling of the flagstick and the removal of a ball from the hole. The head of a club should not be used to remove a ball from the hole. Players should not lean on their clubs when on the putting green, particularly when removing the ball from the hole. The flagstick should be properly replaced in the hole before the players leave the putting green. Local notices regulating the movement of golf carts should be strictly observed.

Conclusion; Penalties for Breach

If players follow the guidelines in this Section, it will make the game more enjoyable for everyone. If a player consistently disregards these guidelines during a round or over a period of time to the detriment of others, it is recommended that the Committee consider taking appropriate disciplinary action against the offending player. Such action may, for example, include prohibiting play for a limited time on the course or in a certain number of competitions. This is considered to be justifiable in terms of protecting the interests of the majority of golfers who wish to play in accordance with these guidelines. In the case of a serious breach of etiquette, the Committee may disqualify a player under Rule 33-7.

　　新浪体育讯　随着深圳高尔夫产业的发展，高尔夫运动与其相关行业的联系越来越紧密，范围也越来越广。近年来，人们更多关注于高尔夫球场建设、房地产、各项赛事等。可对于在深圳已经发展了九年的高尔夫国际博览会的关注和了解却少之甚少。

　　一、深圳高尔夫博览会应运而生

　　国内自1984年成立第一家高尔夫球会以来，深圳在高尔夫球产业各个领域都走在前沿。
　　1997中国(深圳)国际GOLF博览会在深圳举行中国首届高尔夫用品展，而后诞生了北京、上海、广州等地的高尔夫博览会

　　由上面的表格追溯高球在深圳的发展轨迹，不管是从深圳整体的宏观发展环境、政府行业组织机构，还是球场建设、球场房地产、高球教育、球具代理生产等微观因素来看，不难发现深圳良好的发展气候孕育了高尔夫博览会。可以说，高尔夫博览会是应运而生，顺应了整个高尔夫产业的发展趋势，其产生是深圳乃至全国高尔夫球产业发展的必然结果。

　　二、高球博览会现状与问题

　　深圳作为博览会的诞生地，且经过了八年的开拓和沉淀，在业界也具有一定的影响力和号召力。但从一些报道看出，大多数参展商对参战结果并不满意。原因何在？与此同时北京高博会、广州高博会表现出来不可阻挡的发展趋势，面对竞争如此激烈的市场，深圳高博会应该何去何从？

　　(1)主办机构、会展公司及相关服务人员机构缺乏专业性

　　深圳高博会大多都由“中国国际贸易促进委员会”主办，由相关会展公司承办，缺乏专业性，而北京、广州的博览会都由行业组织高尔夫球协会来组织管理，专业性较突出。另外，笔者从第九届深圳高博会相关工作人员处了解到，此次展览从招展、布展贸易促进会招聘一定数量的兼职人员协助完成，而兼职人员大多是高校学生。由此看出，提供展览服务的公司和个人都具有较强的季节性和临时性，一般都是兼顾提供展览服务，加上展览从业人员的专业技能、管理水平等就存在很大问题。

　　(2)展会的规模名不副实，主题模糊，重点不突出

　　深圳高博会被业界认为具有业内展览规模“全国之最”、“历史最悠久”的优势， 但由图表对比可以发现，在展馆面积、展位数、参展商、国际化程度、观众人数上与北京的差距。而与其地域相邻的广州高博会，05年第二届时已经相当接近当时深圳高博会的规模了。

　　深圳高博会自创办以来，每一届都会设定一个主题，但是对于主题的把握与表现形式却很难做到恰如其分。在第九届博览会上增设奢侈品、教育文化、私人会所展区，虽说在形式和内容上有所创新，但与高尔夫行业本身的市场发展定位与目标市场趋势相关度不大。与之相比，2006中国(北京)国际高尔夫球博览会首次增设“美国专区”和“韩国专区”，更凸显了与市场、目标客户的紧密结合度。

　　(3)展会的品牌缺乏个性，差异化不明显

　　据有关不完全统计资料显示，全国每年要举办规模不等的高球博览会20场，遍布香港、北京、上海、广州、深圳、东莞、青岛、大连等城市。早在2003年《港粤信息日报》就有文章指出“数量多而参展内容甚至名称都并无大异是当前国内高球展览会最突出的现象。”到如今，各地竞相举办高球博览会，“小、乱、散” 仍然是当前国内高球展览会特征表现。与之相比，高尔夫球产业已经相当发达的美国每年也只有两场展览会。

　　展会应该是强强集聚、竞争交流的平台，而深圳高博会参展商大多都是深圳本地及附近地区的商家，外地的参展商少之甚少。其影响力以及品牌效应可见一斑。规模在一定程度上制约着其品牌的发展，“国际化”这个通用品牌术语显然已经不能满足其发展。品牌缺乏个性，差异化不明显是制约其壮大的“瓶颈”因素。

　　三、解决的方法探讨

　　(一)主办方要从专业的角度出发，与行业协会联合，着重发展品牌。

　　(1)与行业协会协作，彰显专业，突出主题

　　展览业不能完全靠市场机制运作，要有行业规范，要有行业干预和协调机制。从高博会主题和专业性上做文章，从长远发展角度来看，由行业协会牵头，成立专门的高尔夫会展公司。国际上成功知名展会绝大部分都是为某一行业服务，专业化程度非常高，成为行业内企业交流、展示产品不可缺少的平台和支柱。

　　此外，重视行业之间的协调与配合。由于会展业具有组团规模大、消费档次高、客人停留时间长、涉及服务行业多等特点，其相关产业带动性则更强一些。高博会的发展与酒店业、旅游业、房产赛事等行业密切相关。一个成功的会展是需要配套行业的配合。所以，有必要建立行业协调机制，做好各行业之间的协调与配合

　　(2)重视品牌推广，扩大规模。

　　主办方要不断地积累经验，改革创新。借鉴国内外会展的成功经验，依靠政府，依托行业组织，紧扣产业。依托深圳的优势，广泛征求各球会、高尔夫用品公司的意见，建立利益共同点。做好公关与广告，规模的扩大是品牌最有效的宣传工具。从产业链的角度出发，建立联动宣传机制。

　　(二)依靠政府的力量，整合资源，创造良好的市场环境。

　　有研究显示，德国展览业发达的原因有三点:一是政府支持，尤其是地方政府的支持:二是行业协会有力，三是企业自律。可见，政府在高球展中扮演角色的重要性。政府更应该从加强宏观调控，协调机构，规范市场行为，避免展会出现“小、乱、散”现象等方面做文章。尤其是资源的整合方面。各城市之间的协调显得尤为重要。各城市之间的会展资源的相互合理利用，避免会展项目的重复，做到市场细分，各有各的会展特色，这才是发展之路。彼此之间协调，形成配套，才能避免恶性竞争。

　　显然，调整思路，更新理念，重视品牌，加大行业协会的作用，提高高博会专业性，成立专业的高尔夫会展机构与加强政府对资源整合的力度才能成为深圳高博会发展的根本出路。只有从根源出发，才能充分运用深圳得天独厚的资源，使高博会在拥有成熟发展机会的诞生地发展壮大！

　　参考资料：

　　陈静 高尔夫运动经营模式与创新研究 商业经济 2004 8

　　赵小林　崔智勇 高尔夫运动产业化发展动因与机遇 产业经济 2006 1

　　李舟 隐忧与出路：论深圳市会展业的集约式发展 特区经济 2004 12

　　文新跃 中国会展业发展的战略分析 特区经济 2004 11

　　多个高尔夫、会展网站

(暨南大学深圳旅游学院 羊珏瑜 余涛)

　　高尔夫的英文名称Golf，有关高尔夫运动的起源，人们至今仍然众说纷纭。作为被世界上多数国家所开展的世界体育项目，毫无疑问，高尔夫球的发源地是苏格兰。高尔夫真正的兴起，应起始于1457年的苏格兰圣·安德鲁斯(St.Andrews)。圣安德鲁斯城的地理条件得天独厚，它有自然形成的高尔夫球场所需的障碍物——海风吹成的沙洼，遍布着沙丘，蜿蜒曲折的溪流，阵阵海风，苏格兰人就在这里打高尔夫球。对于苏格兰人来说，真正的高尔夫球场就应在沙丘之间。16世纪，高尔夫运动逐渐受到苏格兰上流社会的推崇，连苏格兰国王詹姆斯六世在1603年继承英王位前，也打高尔夫球。正是皇室的影响，使高尔夫球运动在苏格兰得以普及，幷为最终走向世界，起到了积极的推动作用。
　　二十世纪高尔夫运动传入我国。1931年上海成立了高尔夫游戏中心，同年，中、英、美商人合办高尔夫俱乐部，在南京陵园体育场旁开办高尔夫球场。

　　新中国的高尔夫球运动始于1984年。早期建立的高尔夫俱乐部有北京、天津、上海、以及广东的中山、深圳、珠海等地，相继也建立了一些高尔夫球场，中国的高尔夫球运动也随之兴起。1985年，中国高尔夫协会在北京成立，使这项运动走上有组织发展的道路。自1986年起，中国高尔夫协会举办每年一度的“中国男子业余高尔夫球锦标赛”，1988年后又开始举办一年一度的“中国女子业余高尔夫球公开赛”。此后，中国高尔夫球队伍不断扩大，运动水平逐渐提高。1986年在汉城亚运会上，中国高尔夫球选手第一次在国际比赛中亮相；1990年的北京亚运会上，中国队获得高尔夫球男、女团体两项第四；1991年，肖成汉获香港男子公开赛冠军；1992年，黄丽霞获菲律宾女子公开赛冠军；1994年，程军再次获得香港男子公开赛冠军；1994年的广岛亚运会上，张连伟夺得男子个人亚军，女子团体获得铜牌，中国高尔夫选手在崛起。1997年9月12日，97全国高尔夫球锦标赛结束后，为了便于竞赛管理和全国最高赛事的权威性，从本届赛事开始，中国高尔夫协会对参赛选手加以限制，凡取得本年度中国公开赛男子前30名和女子前15名，以及中国高协指定的非职业选手才有资格参加每年一度的全国高尔夫锦标赛。他们代表着我国业余高尔夫运动的最高水平。

　　一、现代高尔夫运动在产业化的环境下得到了迅猛的发展

　　和任何现代体育运动项目一样，现代高尔夫运动的最大特征之一就是产业化。以至高尔夫职业运动员还用比赛奖金来进行排名次，这是其他项目所不常见的。著名的美巡赛、欧巡赛都有奖金榜。

　　高尔夫作为一项有前途的体育产业全世界每年投入的资金是巨额的，同时它所产生的经济利益和就业机会也是巨大的。高尔夫运动产业的发展趋势从美国职业高尔夫协会(PGA)的奖金的变化就可以看出，20年前一场职业比赛的总奖金是大约10万美元左右，现在则是高达800万美元，而冠军的奖金早已超过百万美元。

　　现在全世界的每年的职业比赛规模和人数十分庞大，著名的比赛有美国巡回赛、欧洲巡回赛、莱德杯、世界高尔夫锦标赛等，仅有资格参加上述高等级比赛的职业运动员多达上万人、每年总奖金超过五亿美元。到现场观看比赛的人数和观看卫星电视直播的人数屡创新高。

　　高尔夫运动由于产业化的良性循环吸引了许多著名的商业机构参与其中。以生产体育用品的全球两大霸主耐克和阿迪达斯为例，他们无一错过高尔夫这块高额利润的产业，竞相扩充高尔夫用品的生产和赞助世界顶级的优秀职业运动员。耐克在赞助世界排名第一的美国选手泰戈伍兹外，还十分重视下一代后备人才的培养，每年以超过2000万美元的代价赞助夏威夷的年轻女球手魏圣美，凸显了誓做高尔夫产业界霸主的决心。另一巨头阿迪达斯也不甘人后，除了生产自己品牌的高尔夫服饰外还将著名球具生产厂商TaylorMade收归旗下。另外，生产高尔夫球具和服饰的著名厂家Titleist，Callaway，PING等等，也在不遗余力地争取分得这个市场的一杯羹。

　　高尔夫运动在服务职业运动员的同时也有许多机构在为业余的爱好者进行全方位的产业服务，创造了许多的产业相关的就业机会，其中最著名的是美国高尔夫协会(USGA)。

　　高尔夫产业对其它相关产业的带动力很高，许多机构和人士都很看重这一块经济增长和提高发展的机会，例如：与球场一衣带水的房地产业、奢侈消费品、豪华汽车、金融机构等等。

　　二、现代高尔夫产业的构成

　　高尔夫运动相关的产业首先从球场开始，它涉及到球场的选址和设计、建设；草种的挑选和草坪的维护；会所和附属设施以及会员的服务等。高尔夫球场的设计和选址需要很专业的人士才能胜任，而非一般的建筑师。许多优秀的设计师精心设计的经典球场，为球员带来了永世难忘的美好记忆。值得一提的是许多世界级的大满贯比赛冠军选手也加入到了球场设计的行列，并且由于他们的丰富比赛经验贯通其中受到了众多好评。球场的草种的选用和草坪培育可能花费的时间和精力要大大超过球场的硬件施工，它关系到球场的最终成败。良好的会所设施和有序周到的会员服务是高尔夫运动的一大特色，也是体现专业精神的重要环节。一个好的球场的会员会籍可以卖价超过百万美元，为了保证球会的服务水准，会员的身份也有所甄选并且额满就不再增加名额。除了卖会籍外，会员缴的年费和月费等管理费用也为球场带来了一笔不菲的收入，再加上球场的餐饮、住宿、售卖纪念品和球具服饰等，每年球场的经营都创造了许多就业和商业机会。

　　其次，一个球手打球，需要球具和服装，打球的人多了，就促进了高尔夫用品的市场开发和进步。正像多数其他体育项目一样，器材和服装在高尔夫产业中的附加值非常之高，因此会产生超过其他行业的高额利润。各商家在这一领域的竞争是当仁不让的。以生产商Titleist为例，它赞助的PGA选手占了奖金榜前20名选手的一半还多。科技的进步，使得球具的生产技术突飞猛进，每个厂家都在层出不穷的推出自己杀手锏的球具来帮助球手提高运动成绩。由于优秀职业运动员的引领作用，业余球员也纷纷注重自身使用器材的技术含量来巩固和提高自己的运动成绩，这也无形之中扩大了器材市场的需求。高尔夫的服饰由于设计优雅、时尚、实用，除了适合在打球时穿戴和使用，更是平时休闲和度假服装的理想之选，高尔夫阳伞来遮阳，风雨衫来防风保暖已在户外和野营中屡不见鲜。高尔夫运动服饰和用品在满足其运动本身需求之外的市场商机也日益明显，这不但归功于这项运动的日益普及，也归功于这项运动在高尔夫运动发达的美国、欧洲和其他地区的影响力在近些年的迅速攀升，高尔夫由贵族运动走向了热爱她的大众，并成为了健身、娱乐和休闲的主旋乐章之一。

　　第三、举办各种形式和等级的赛事，扩大影响力，增加商业广告、赛事冠名和电视、网络转播收入也是高尔夫产业重要组成部分。

　　举办赛事是在促进高尔夫运动普及和运动水平不断提高的同时，带来了一连串的商机。除直接服务于高尔夫运动的服饰球具厂商外，银行、汽车、奢侈品、保险公司等商业机构也热情赞助和支持高尔夫赛事。现在高尔夫赛事非行业直接服务厂商的赛事冠名远远超过了行业内的公司。PGA比赛中，除名人赛、美国公开赛、英国冠军公开赛和PGA锦标赛四个大满贯比赛外，其他比赛全部由厂商赞助冠名。美国PGA的冠名权要价已超过800万美金。五十年代初，美国第一次把电视转播技术运用到高尔夫转播中。电视转播对高尔夫产业的推动也是巨大的。高等级的赛事可以通过卫星向全世界现场电视、网络直播，各大电视网纷纷出马，向主办者支付不菲的转播费来取得转播权，壮大自己的影响力和收取超额利润的广告费，现在一个全球转播有几千万人可以同步观看，带来了极大的商机。NBC、CBS和ESPN美国三大电视网为取得转播权每年向主办者支付的费用都高达数亿美元；而他们通过向地区和区域电视网的赛事转播分销和直接广告收入更是赚得盆满钵满。

　　第四、专业培训和职业教育也在高尔夫运动中也实现了产业化。

　　专业培训是指对青少年、业余和职业运动员的三级培训运作，主要目的是提高选手的技术水平和运动成绩。USGA在各地开办了许多培训班，使从事专门教育的专业的人员规模越来越大。这些专业培训机构的另一大特点是培养选手通过资格考试来获取职业比赛资格，这种形式为PGA的比赛输送了很多优秀选手。它是各种职业比赛优胜者和排名优秀选手以外的人士参赛资格的补充和新球员进入比赛的捷径。同时各种球会创办的高尔夫技术培训班也层出不穷，他们培养出的学员当中也不乏日后成为职业比赛的佼佼者。美国很多的大学都设有高尔夫课程，全国有一千多个高尔夫培训中心或培训基地。高尔夫的职业教育则主要是培养高尔夫的球会、球场、设施、器具等为高尔夫运动服务和配套的行业的开发、经营和管理人才。通过外围的技术进步、完善的管理环节创造收益，建立良性循环，不断促进高尔夫运动的普及和运动水平的提高，培养高尔夫产业的企业家和职业经理人。

　　三、中国从高尔夫产业化的进程中受益

　　中国的现代高尔夫起步是1984年中山温泉高尔夫球场，当时一起建设的还有北京国际、珠海国际、深圳高尔夫等三个球场。中国高尔夫快速发展是1992年到2000年，中国的高尔夫球场从4个发展到138个，著名的有北京，发展到八、九个；上海及附近地区发展到20来个；深圳发展到10来个；珠江三角洲发展到几十个；海南在2000年前也就10来个。在此阶段，打球的主力人士基本上是外商，此外就是早期做球童工作的人，像张连伟等。90年代就不同了，打球人数已由几百人发展到几十万人，全国绝大多数省市都拥有了高尔夫球场。2000年中国高尔夫协公布全国打球人数初步统计，超过50万人，虽然不一定十分准确，但球手、高尔夫爱好者每年都在大幅度增长。有人预测中国未来20年内，高尔夫业内相关人士将达到几百万人。

　　高尔夫运动在我国经过近二十年的发展，已成为受人们欢迎的一项体育运动。为了满足广大爱好者的需要，中央电视台开辟了高尔夫频道，旅游卫视也将体育节目全力投入到了高尔夫项目，由资深的媒体人担任制片，进行重大赛事的现场直播，并请来了旅居新加坡的著名解说员言明加盟担任解说。

　　近年国内的高尔夫会展规模、次数、厂家档次、参展的展位数量、展品种类和数量都发生了巨大的变化。高尔夫出版物和教材的发行量也在不断扩大，国外著名教材和期刊杂志都开始陆续有了中文版，充分说明了高尔夫产业在中国发展的繁荣景象。

　　高尔夫用品的生产也在国内有序发展，球车、服装、球具都开始在国内有自己的品牌，国外的名牌产品也纷纷在国内寻找生产加工厂家和委任经销商，开设分销设施，目前世界的名品器具在国内都可买到，中国和日本是当今世界名品球具生产加工的最大基地。

　　高尔夫行业对其他行业的拉动作用在我国也表现得特别突出。以房地产为例。深圳的观澜高尔夫球会就是在高尔夫运动的拉动下才取得房地产的丰厚利润，并反过来为支持球会取得更高声誉提供了资金的保障。这一良性循环已成为中国高尔夫产业发展和职业教育的最好案例和样板。现在观澜高尔夫球会共有180洞的球场，并正在建设多18个洞，它是目前世界规模最大的球场。从今年开始。高尔夫世界杯将一连十年在这里举行。他所创造的就业机会和巨大的社会效益和经济效益是许多行业所翘首企盼的。

　　高尔夫产业在中国蓬勃发展的同时，中国的高尔夫运动的水平也有了很大提高。出现了若干个优秀运动员，在欧巡赛和亚巡赛上战胜世界一流选手夺取冠军。张连伟、梁文冲和女运动员张娜都取得了令人喜悦的成绩。

　　中国近年举办的国际高尔夫赛事也是高水平的，Johnnie Walker欧巡赛、大众欧巡赛、汇丰冠军赛、VOLVO公开赛和一系列的国际赛事让中国人在自家门口见到了世界当前排名前十的全部选手和排名前50名的绝大多数选手，他们精湛的技艺和良好的运动道德修养会为中国高尔夫早日进入先进国家行列起到很好的示范和推动作用。

　　高尔夫教育在90年代由深圳大学开办我国高尔夫专业第一个本科班，现在越来越多的人认识到高尔夫人才培养的重要性，北京体育大学、暨南大学和复旦大学也开设了高尔夫专业班。值得一提的是我国高尔夫的经营管理人才培养也得到了同步发展，上海同济大学成立了高尔夫管理学院，上海的交通大学则开办了EMBA的高尔夫课程，吸引了业界的优秀分子参与其中。

　　我国高尔夫产业在发展的良好势态下，还要重视国家的产业政策扶植。现在高尔夫球场被定义为娱乐业，按20%的税率收税，如按体育业税率则为5%；目前土地的成本上涨加速，如果国家的税收等政策的优惠得以落实，则业界的经营处境会有极大的改善。

　　综上所述，高尔夫在我国是一个极有生命力的产业，它的各个环节充满了机会和挑战。中国高尔夫产业发展还处在一个总体水平的初级阶段，但中国的发展潜力和市场空间是巨大的。从过去20年的发展看，中国的高尔夫产业进步在加快，并使得社会生活的多个方面受益其中。因此，以积极的态度去鼓励中国高尔夫产业的发展是值得肯定的。中国高尔夫产业发展给中国社会带来良性贡献的结论是不容置疑的。

　　(王琦)