高爾夫球運動行銷策略與趨勢

透過高爾夫球運動參與，可認識新朋友與不同產業的參與者，並進一步藉由高爾夫運動此社交管道與其他公司或產業進行同業結盟或異業聯盟。高爾夫球運動的優點包括骨骼肌肉、神經系統、呼吸與循環系統等生理與心理層面均有正向的影響，由此可知高爾夫球運動參與者動機多元，探討行銷策略有其重要性，因此本文目的為分析高爾夫球行銷策略與趨勢以利達成高爾夫球運動之永續發展。本文研究方法為文獻探討，結果發現高爾夫球運動行銷策略主要為球場對消費者進行果嶺與會員證優惠行銷，另外透過電子商務公司銷售全球高爾夫球場聯盟使用會籍以及高爾夫網站社群等；其中，透過全球高爾夫球場聯盟銷售使用會籍、臉書與Line社群網站的行銷是目前的趨勢。本文建議高爾夫球產業的營運仰賴適當的行銷策略，需注意人口規模與成長趨勢，不停求新求變與修正行銷策略，營利才足以永續。

關鍵字

會員證；電子商務；高爾夫球場聯盟；網路社群

並列摘要

Golf participants not only can meet new friends from different industries but also make the commercial deals or alliances by this social platform. The advantages of golf activities including the physical positive effects for the individual's bone, muscle, neural system, respiratory system, circulatory system, and mental health. The diverse motivation of the participants makes analyzing golf marketing strategy important. Therefore the purposes of this article are to analysis the golf marketing strategies and the trends for the future sustainable development. The research method of this article is literature review and the results are as following: the main marketing strategy is from the golf court to the customer by marketing discount membership and green fee; secondly, through E-commerce selling reciprocal play program international membership; as well as through social media to marketing. Among all, through E-commerce selling international membership and marketing through social media, such as Face book and Line are the trend for the golf-marketing strategy selection. For future recommendations, golf industry's sustainability relies on compatible marketing strategies with the changes of the participants' demographics' background. Continually to make adjustments for the changes would make the profit solid.