In accordance to the trend of the market environment, the purpose of this study aimed to identify the marketing theories and strategies for sport club, then to analyze these theories and strategies, further to reorganize a practical marketing strategy. By using the Taroko sports and leisure center as a case, this study was trying to generate a suitable marketing strategies model which can effectively increase sales income and long term operating method. A literature analytic method was used in this study. The relevant data and the results of previous studies were collected as example of inference, the SWOT analysis, Bitner's 7 marketing strategy proposed by Booms and Bitner, and Michael Porter's Five Forces Analysis methods were used to evaluate the advantage and disadvantage of Taroko sport center. Finally, a suggestion for the company was proposed.