本报特派记者

Our correspondent

　　魏静风

The static wei

　　江滨

riverside

　　发自深圳

From shenzhen

　　2011年8月，被誉为“中国高尔夫球之父”的商业大亨、世界最大高尔夫球会——观澜湖前主席朱树豪在港突然病逝，身为长子的朱鼎健随即接掌观澜湖集团，担任观澜湖集团主席兼行政总裁。近一年来，外界与媒体纷纷把焦点放在这位38岁的年轻掌门人身上。

August 2011，Is known as“The father of China golf”Business tycoon、The world's largest golf club-mission hills, a former chairman of the ZhuShuHao died suddenly in Hong Kong，As the eldest son of ZhuDingJian immediately assumed mission hills group，As a mission hills group chairman and chief executive。Close to a year，The outside world and media have to focus on the 38-year-old young chief executive body。

　　朱鼎健不喜欢被冠以“富二代”的标签。2012年4月，他誓言绝不要做守业者并提出了“二次创业”的口号，希望骏豪集团在他的领导下以新的心态，朝着更加宏大的目标迈进。肩负着沉甸甸的压力，朱鼎健要传承的不仅仅是父亲朱树豪的生意，而是他事业的全部以及他未尽的梦想。目前，朱鼎健着力在拓宽产业链和品牌输出上做文章，在原有的高尔夫球会、休闲旅游、房地产开发的基础上，新增了商业地产、养生旅游以及品牌输出等三大产业链。

ZhuDingJian don't like to be crowned“Rich the second generation”label。April 2012，He vowed never to do the sovereignty and put forward“Second pioneering”slogan，Hope house in his south group under the leadership of the new mentality to，Heading for more grand goal。Shoulder heavy pressure，ZhuDingJian tradition to the is not only the father ZhuShuHao business，But all of his career and he does not let dream。At present，ZhuDingJian focus on in broadening industrial chain and brand output fuss，In the original golf club、Leisure tourism、On the basis of real estate development，New commercial real estate、Health tourism and brand output, the three big industrial chain。

　　投资50亿 打造观澜湖新城 Investment 5 billion build new mission hills

　　在正式接掌观澜湖之前，朱鼎健做的最重要的两件事情：一是跟随父亲把世界顶级赛事和高尔夫明星带到观澜湖，大大提升了观澜湖的品牌和确立了业内地位；二是把观澜湖从东莞、深圳带到海南。

In the official mission hills before he took over，ZhuDingJian do the two most important things：One is the world's top competition with father and to the mission hills golf star，Greatly promoted the brand of mission hills and established the position in the industry；2 it is the mission hills from dongguan、Shenzhen to hainan。

　　自2011年8月，朱鼎健担任观澜湖集团主席兼行政总裁以来，所做的第一次大规模投资行动就是观澜湖新城，拓展了其父朱树豪时代观澜湖专注于打造高尔夫商业帝国的主营业务。

Since August 2011，ZhuDingJian as mission hills group chairman and chief executive since，The first large-scale investment action is mission hills new town，Expand the ZhuShuHao father time mission hills golf focus on creating business empire of the main business。

　　据朱鼎健介绍，观澜湖新城紧邻观澜湖高尔夫球会，包括购物中心、酒店、写字楼、住宅、休闲及展览等，将在2013年底陆续落成启用。朱鼎健对观澜湖新城充满了信心，他看重的是龙华新区将成为深圳市今后发展的重点区域，而观澜湖新城是这个区域内唯一的都市综合体，因此，观澜湖新城将会成为观澜湖二十年来综合休闲产业发展的里程碑。

According to ZhuDingJian introduced，Mission hills close to the new mission hills golf club，Including shopping center、The hotel、Office buildings、residential、The leisure and exhibition etc，Will be in the end of 2013 the opening in succession。ZhuDingJian mission hills of new city full of confidence，He is important to the new will become shenzhen longhua for the future development of key areas，And the mission hills new town is the area of the only city complex，so，Mission hills new town will be a mission hills twenty years of the development of the integrated leisure industry milestone。

　　“多赢战略”一直是观澜湖发展的理念。投资50亿元打造的观澜湖新城项目引入了200个国际知名品牌，将收到了不同凡响的社会效应和商业效应。观澜湖新城作为深圳北唯一的城市综合体(HOPSCA)，它的落成意味着观澜湖将从高尔夫向休闲旅游业进一步优化，实现了政府、社会与合作伙伴的多赢。

“To win more strategic”Has been mission hills development idea。Investment of 5 billion yuan of creating new mission hills project introduced 200 famous international brand，Will receive a positive difference in the social effect and commercial effect。Mission hills new town shenzhen city in the north only as a complex structure(HOPSCA)，It means that the completion of mission hills golf leisure tourism from to further optimization，Realized the government、Social and partners to win more。

　　目前，高尔夫行业通常有两种发展方向：一是做专业球场，以高尔夫为主，房地产为辅，靠高尔夫赚钱；二是以地产为核心，高尔夫只是一个噱头。从国外的经验看，现在新球场70%几乎全部是依靠房地产去带动球场开发。朱鼎健指出，观澜湖坚持的是前者的方向，专注做专业球场。虽然房地产是高尔夫回报率最高的项目，但并不是发展单纯的地产项目，而是希望探索“土地综合利用和土地运营的新模式”。

At present，There are usually two kinds of golf industry development direction：One is do professional stadium，Give priority to golf，Real estate subsidiary，Golf make money by；The second is the real estate as the core，Golf is just a gimmick。From the experience of other countries see，Now a new stadium almost all depend on 70% of real estate development to drive the stadium。ZhuDingJian points out that，Mission hills to the direction of the former，Focus do professional stadium。Although real estate is the highest return on golf project，But it's not the development of pure property projects，But to explore the“Comprehensive utilization of land and the land of the operation of the new model”。

　　自诞生之日起，观澜湖将企业定位在休闲产业运营商层面。长期以来，观澜湖不仅投入巨大资金用于硬件环境的改善，土地开发的同时也改变了城市的营商环境，带动了高端的企业进驻，以商引商，实现了良性循环。地产是观澜湖整体休闲产业板块中的一部分，也是主营业务之一。以前观澜湖依靠高尔夫发展壮大，赚取资金带动房地产开发，反过来房地产的开发又能促进新的综合休闲项目的发展。由于当前的限购政策，主攻大户型的和豪宅的观澜湖虽然受到一定的限制，但是朱鼎健通过拉宽产业轴，仍保持健康发展。

Since the day of birth，Mission hills will enterprise located in the leisure industry operators level。long，Mission hills into huge funds for not only hardware the improvement of the environment，The land development and change of the city's business environment，Drive the high-end enterprise in，With business lead business，Realize the virtuous cycle。Real estate is mission hills overall leisure industry part of the plate，Also is one of the main business。Mission hills golf before on development and growth，Money drive the development of real estate，In the development of the real estate and promoting the development of the new comprehensive leisure project。Because the current 限purchase policy，Main attack the large family and a person of extraordinary powers curtilage the mission hills although certain limits，But ZhuDingJian through the pull wide industrial axis，Still keep healthy development。

　　观澜湖一直致力于打造世界一流的高尔夫球场，经过20年的发展，观澜湖发展成为全球最大的高尔夫俱乐部。目前，观澜湖高峰期每天有2000人在球场打球，深圳和东莞球会有4大会所12大球场，它的运作管理的复杂精细不亚于一个飞机场。观澜湖不仅积极拓宽国内市场，更放眼全球，努力吸引世界各国的高尔夫爱好者来中国观澜湖“以球会友”，通过高尔夫运动增加中外友人更加亲密的交往。

Mission hills has been committed to build up a world class golf course，After 20 years of development，Mission hills development as the world's largest golf club。At present，Mission hills peak 2000 people in the stadium every day to play ball，Shenzhen and dongguan club have 4 congress 12 stadium，Its operation management of elaborate no less than a the airport。Mission hills not only positive development domestic market，More spanning the globe，Efforts to attract all over the world come to China mission hills golf fans“A friend to the club”，Through the golf and more intimate friends increase exchanges。

　　为了吸引来自世界各国的客人，观澜湖在会员管理上最大限度的增加“黏性”，提供了高尔夫、赛事、酒店、SPA、餐饮、会议会展、商业零售、文化娱乐、休闲地产等丰富的项目和产品，客户在球会的体验已经远远超过高尔夫运动，即使不打球的客人也积极加入球会。对他们而言，观澜湖卓越的品牌、丰富的配套设施，营造了商务社交平台和家庭聚会的理想场所，此外观澜湖会籍的投资增值、身份象征等因素，都成为他们选择观澜湖的重要理由。

In order to attract guests from all over the world，Mission hills in the member management on maximum increase“viscosity”，Provides golf、events、The hotel、spa、catering、The meeting exhibition、Commercial retail、Cultural entertainment、Recreational real estate and so on rich projects and products，Customers in the club's experience has far more than golf，Even if not playing the guest also actively involved in the club。For their part，Mission hills outstanding brand、Rich supporting facilities，Build the business social platform and the gathering of family ideal place，In addition to get the membership of mission hills investment value、The status symbol, and other factors，They have become a very important reason to choose mission hills。

　　开拓经营 Innovative operation

　　新增三大产业链 Three new industry

　　在朱树豪时代，观澜湖主要的三大产业是：高尔夫、休闲地产、综合休闲。现在，朱鼎健要发展为六大产业：除了原来的三大产业，还有商业地产、品牌输出、养生休闲等三大产业，以及“吃、住、游、购、娱、会、养、赛”八大业态。

In ZhuShuHao era，Mission hills three main industry is：golf、Leisure real estate、Integrated leisure。now，ZhuDingJian to develop for six big industries：In addition to the original three big industries，And commercial real estate、Brand output、Health leisure, the three big industry，and“eat、live、swim、purchase、entertainment、will、keep、"”Eight large format。

　　朱鼎健敏锐地指出：“从整个经济形势看，第三产业——旅游产业、休闲产业，还有现在我们正在打造的商业地产经济，都是可持续发展的旅游项目。”除了原有的高尔夫球会、休闲旅游、房地产开发三大板块，朱鼎健接手观澜湖后，除了新增商业地产开发运营，还提出了养生旅游和品牌输出等三大主营业务。不久前，朱鼎健和他的团队规划了观澜湖的第五个五年发展规划，正在把观澜湖整个产业进行拓宽。

ZhuDingJian keen to point out：“From the economic situation look，The third industry, tourism industry、Leisure industry，And now, we are creating the commercial real estate economy，Are all of the sustainable development of tourism projects。”In addition to the original golf club、Leisure tourism、Real estate development three blocks，ZhuDingJian took over after mission hills，In addition to new commercial real estate development operation，Also puts forward health tourism and brand output, the three big main business。Not long ago，ZhuDingJian and his team planning the mission hills of the fifth five-year development plan，Is the mission hills the entire industry to widen。

　　除了商业项目开发，朱鼎健提出要以海口观澜湖综合项目为主体发展养生旅游业务。地处海口南部万年火山喷发形成的石漠地区，海口观澜湖将结合国家海南国际旅游岛的战略，建成综合休闲“巨无霸”基地，其中仅矿温泉投资一项就耗资5亿元，鲜明的亚热带火山地区特色是一大卖点。

In addition to commercial project development，ZhuDingJian put forward to want to haikou mission hills comprehensive project as the main body development health tourism business。Located in southern sea in ten thousand the volcanic ShiMo area，Haikou mission hills will combine the hainan island state of international tourism strategy，Built integrated leisure“Big MAC”base，Only one hot spring is a mine investment cost 500 million yuan，Bright subtropical volcano in feature is a big selling point。

　　目前，高尔夫在中国逐渐流行，但是很多城市的高尔夫球场经营却不尽如人意，朱鼎健从中看出了商机，发挥现有品牌最大优势，提出以品牌输出作为观澜湖发展的新模式，与现有的高尔夫球场进行合作，提供管理输出、运营输出、比赛输出，实现效益最大化和多赢，让更多人享受观澜湖品牌的服务。朱鼎健说：“将观澜湖品牌引进去，参与其他高尔夫球场的日常运作和规划发展，配合当地的球会，将它们重新包装运作。品牌是观澜湖的，物业还是合作方的，以观澜湖成功的营销模式和管理系统与对方合作管理，共同经营。这种新的产业轴可以创造多赢。”

At present，Golf in China gradually popular，But many city golf course of management is not satisfactory，ZhuDingJian see the opportunity，Play the existing brand biggest advantage，Put forward with the brand as the mission hills output development new mode，And the existing golf course for cooperation，Provide management output、Operation output、Game output，Realize the benefit maximization and win，Let more people enjoy the mission hills brand service。ZhuDingJian said：“Will mission hills brand is introduced，Participate in other golf course and the daily operation of planning and development，Cooperate with the local club，Will they to packaging operation。The brand is the mission hills，Property or partner，With the success of the mission hills marketing mode and management system and the other party cooperation management，Common management。The new industry shaft can create more profits。”

　　据香港文汇报报道，观澜湖集团将赴香港上市。朱鼎健表示，在观澜湖集团的五年规划中，其中一项就是希望能在香港上市，近期已经有许多投资银行主动跟他接触，但现阶段仍在考虑中，集资规模暂未定。他称，上市目的是希望把观澜湖品牌推至全国，发展模式则会由兴建度假村改为协助他人管理为主。观澜湖现拥有数百万平方米的土地储备，足够未来5年开发。

According to Hong Kong article reports，Mission hills group in Hong Kong will listed。ZhuDingJian said，In the mission hills group a five-year plan，One is to hope to listing in Hong Kong，Recently there have been many investment Banks active contact with him，But at the moment is still under consideration，Funding scale is temporary。He says，Listing the purpose is to mission hills brand push to the whole country，Development model will build resorts to assist others by management to give priority to。Mission hills now has millions of square meters of land reserves，In the next five years enough development。

　　二次创业 Second pioneering

　　肩负责任传承梦想 A responsibility inheritance dream

　　在朱树豪时代，他所领导的观澜湖集团拥有22个国际锦标级高尔夫球场，家族财富达260亿元，在胡润2011年财富榜中排名第三。朱鼎健认为观澜湖二十年来的发展，不仅仅在于做了多大的生意、挣了多少钱，最大的意义在于在560年的高尔夫历史中，还未曾出现像观澜湖如此大规模的项目，这是一种化荒夷为文明的举动，具有书写历史的价值。

In ZhuShuHao era，His handling of the mission hills group has 22 international golf courses，Family wealth of 26 billion yuan，In hu run 2011 rich list rankings in the third。ZhuDingJian think mission hills in the 20 years development，Is not just how much do the business、Earn much money，The meaning of the largest in the 560 golf history，Still not appear like mission hills the massive project，This is a waste of the civilization of the mansion to the move，Has the value of writing history。

　　在父亲朱树豪病逝后，朱鼎健选择接手观澜湖，他全面负责观澜湖集团的战略制定及日常营运，其弟朱鼎耀负责高球赛事会事务。在父亲已有的财富和成绩背景下，他提出了“二次创业”的思考。俗话说，创业难，守业更难。但是在朱鼎健看来，守业代表停留，而是要有所提高。

In ZhuShuHao father died，ZhuDingJian choose took over mission hills，He is responsible for the overall mission hills group's strategy and daily operation，His brother ZhuDingYao responsible for golf tournament will affairs。In the father has wealth and grades background，He put forward“Second pioneering”thinking。As the saying goes，Venture difficult，Harder than winning。But in ZhuDingJian opinion，Representative whilst stay，But to improve。

　　朱鼎健说，他坚持每天早上8点到办公室，往往也是晚上最迟下班的一个人，而且经常去下工地，因此晒得黝黑。谈到这些，朱鼎健直言，“这些都是我爸教的，我到公司的第一天，他跟我说的第一句话就是"力不到不为财"，第二句是"勤能补拙"。目前正在做四件事情：以观澜湖新城为代表的商业地产的开发拓展、高尔夫品牌管理的输出交流、继续申办国际大赛、继续履行企业公民责任。”

ZhuDingJian said，He insisted on 8 o 'clock every morning to the office，And is often the most late at night，And often go to the site，So get sunburnt。Talk about this，ZhuDingJian the truth，“These are my dad taught，I to the first day of the company，He told me the first sentence is"Can't force for money"，The second is"Diligence redeems stupidity"。At present is to do four things：Mission hills in new town as a representative of the development of commercial real estate development、The output of the golf brand management communication、Continue to bid for the international competition、Continue to perform the enterprise civic responsibilities。”

　　在朱鼎健的眼中，父亲朱树豪从未把观澜湖当做一门生意来经营，而是当成他的事业。言语中，充满着对父亲的敬仰与敬佩：“父亲常说，我们对中国的未来充满信心，因此把所有的投资都放在这里。他最早引进国际一流赛事，虽然每次举办都是亏本，但是父亲坚持用这种方式来宣传中国，证明中国的软实力。”

In the eyes of the ZhuDingJian，Father ZhuShuHao never put the mission hills as a business to run，But as his career。Words in，Full of admiration and respect for his father：“Father often said that，We are full of confidence to the future of China，So put all the investment in here。His earliest introduced the international first-class event，Although held every time are losing money，But his father insisted on this way to promote China，That China's soft power。”

　　正是受到父亲的影响，胸怀一颗中国心，祖籍广州饶平的朱鼎健自幼在香港土生土长，在加拿大西安大略大学攻读工商管理学后，毅然回国帮助父亲打理生意，参与香港骏豪集团在内地大规模投资体育休闲产业，获得2009年深圳地产十大贡献力人物十大领军人物称号。与此同时，多年来他一直积极参与许多社会团体活动，担任2005年至今中华全国青年联合会第九届和第十届委员、香港工商专业协进会永远名誉会长、2006年至今天津青年联合会第十一届常委、2006年至今香港青联交流基金有限公司副主席、2006年至今香港青年联会副秘书长兼常务会董、2000年至今香港愉园体育会名誉会长等职务。

It is the influence of by his father，Mind a Chinese heart，The ZhuDingJian raoping county native guangzhou in Hong Kong have a native，At the university of western Ontario in Canada after the industry and commerce management，Resolutely back to help her father with the business，Participated in the Hong Kong general Howe group in the mainland investment sports leisure industry mass，Won the 2009 shenzhen property ten contribution character ten leader title。At the same time，For many years he has been actively involved in many social group activities，As 2005 years until now all-china youth federation to the ninth and tenth session of the committee、Hong Kong professional association of industry and commerce honorary President、Since 2006, tianjin youth federation 11 th member、Since 2006 QingLian Hong Kong exchange fund limited company vice President、So far in 2006 Hong Kong youth federation vice general secretary and ChangWuHui dong、Since 2000 the honorary President of the Hong Kong please mysa, and other job。

　　朱鼎健说：“我要传承的不仅仅是父亲的生意，而是他事业的全部以及他未尽的梦想。对我来说，传承是责任，发扬是使命。如何突破父亲创下的纪录，是摆在我面前最大的问题。”

ZhuDingJian said：“I want to inheritance is not only the father's business，But all of his career and he does not let dream。To me，Inheritance is the responsibility，Mission is to carry forward the。How to break through the father shy of the record，Is before me the biggest problem。”

　　面对外界对于观澜湖家族化管理的疑问，朱鼎健指出，其实观澜湖不是家族企业，至少不是家族管理。创办之初，由于内地高尔夫休闲产业人才少，聘请了很多外国人和港澳人士来管理。如今，已经吸收了西方先进的管理模式，形成了成熟的管理系统，目前主要的管理者都是新一代的中国专业人才，形成了一个庞大的专业管理系统。

Facing the outside world for mission hills family-based management questions，ZhuDingJian points out that，In fact mission hills not family enterprise，At least not family management。Founded at the beginning of the，Due to the mainland golf leisure industry talents less，Hired many foreigners and Hong Kong and Macao personage to management。now，Has absorbed western advanced management mode，Form the mature management system，At present the main management is a new generation of Chinese professional talents，Formed a huge professional management system。