探討台灣高爾夫俱樂部經營策略分析

高爾夫球為一項十分具有特色的運動，兼具休閒、自我沉澱以及社交等功能，其也是臺灣熱門的運動之一，尤其近年來運動觀念普及以及台灣高爾夫球選手表現優異等因素，高爾夫球運動相較於過去逐漸往大眾化發展。然而，高爾夫球場的開闢與維持成本較高，也給人們破壞環境的印象，因此近年臺灣高爾夫球場的經營也面臨許多困境。為了改善面臨的各種問題，本研究以併購策略作為主題，透過對於球場經營者或相關議題專家進行半結構式訪談，用以了解臺灣高爾夫球場經營現況、困境、是否考慮進行併購策略的因素，與未來經營策略等議題。透過文獻與專家訪談結果可以得知，併購作為高爾夫球場經營的策略之一，主要誘因為擴大市場、資源整合、相較於新開發球場門檻較高以及擴大異業合作等因素；而專家們大多也認為，除了市場與客群的開發外，組織是否能夠整合，以及人力資源品質是否能夠保持甚至進一步提升，很大程度影響併購後經營的結果。相較於過去較重視球場本身規劃與硬體設備品質，高爾夫球場近年多發展異業結盟、運動觀光等經營策略，消費者也更重視球場服務人員的服務品質，並且隨著高爾夫球客群領域的拓展，近年的球場經營方式也不斷轉型。當前提升台灣高爾夫球場之市場規模，為球場經營之重要任務；而經營者應透過異業結盟方式，提升台灣高爾夫球場之競爭力；此外，透過強化球場人才訓練與教育，並完備管理制度以提升其競爭力。未來球場經營應著重持續提升球場軟硬體服務品質，並且隨著人們生活及休閒模式的改變，發展相應的經營型態，以達到球場永續經營，並推廣高爾夫運動之目的。

關鍵字

大數據；會議及展覽服務業；專家訪談

並列摘要

Golf is a very distinctive sport with both leisure, self-precipitation and social functions. It is also one of the most popular sports in Taiwan. However, the cost of golf courses for developing and maintaining is very expensive, and it makes the impression about environmentally damaging. Therefore, management of golf course faces many difficulties. To improve these issues, this study focuses on merger and acquisition strategies about golf courses. Through semi-structured interviews with golf course operators or experts, to understand the information of current status, dilemma, the factors of using M & A strategies or not, and response strategies in Taiwan golf courses. According to the results of interviews with the literature and experts, it can be found that M & A as one of the golf course management strategies, the mainly reason including expanding the market, integrating resources, having lower cost than newly developed courses , and expanding cross-industry cooperation. Many experts also believe that, in addition to the development of the market and customer base, whether the organization can be integrated and whether the quality of human resources can be maintained or even further improved will greatly affect the results of post-merger operation. People care about the golf course's planning and hardware equipment quality in the past. In recent years, consumers have paid more attention to the service quality of stadium service personnel. Increasing the market size of golf courses in Taiwan is an important goal of course management. Operators should improve the competitiveness of Taiwan's golf courses through alliances with different industries; in addition, they should strengthen the training and education of employees and complete management systems to enhance the competitiveness. The course management should focus on improving the service and the hardware quality of the course, taking into account the changes of people live and leisure style, and developing corresponding business types to achieve the goal about sustainable operation and the promotion of golf.