臺灣高爾夫球場密度高且家數多,對於高爾夫球場經營者而言,是必須面對眾多高爾夫球場的競爭,高爾夫球場經營者如能擬定完善的行銷策略,將有助於提升整體的經營成效。本研究選取中部地區成立已有38年歷史且營運狀況良好的Y高爾夫球場作為個案研究對象,並針對高爾夫球場專業經理人實施面對面訪談以蒐集研究所需相關資料,經由資料分析後主要結論如下:1.產品策略主要有提供擊球場地、餐飲服務、球具器材販售服務以及舉辦高爾夫教學與競賽活動。2.價格策略為採取中價位與依市場價格收費。3.推廣策略是透過球場架設廣告、FB粉絲頁、LINE方面、EDM以及辦理高爾夫比賽。4.通路策略是採用零階(直銷)通路模式。行銷策略常會隨著經營環境與管理策略而有不同的發展,建議未來在高爾夫球場之行銷策略內容探討上,可再加深加廣行銷內容的討論,以豐富高爾夫球場行銷策略議題的研究成果。
Taiwan's golf courses are dense and numerous. For golf course operators, they have to face the competition of many golf courses. If golf course operators can formulate a sound marketing strategy, it will help to enhance the overall operational effectiveness. This study chooses Y Golf Course, which has been established for 38 years in the central section and operates well, as a case study object, and conducts face-to-face interviews with professional manager of golf course. Through data analysis, the main conclusions were as follows: 1. Product strategies: golf course, catering, golf clubs sales, golf teaching. 2. Price strategies: medium price and market price charges. 3. Promotion strategies: course advertising, FB, LINE, EDM, golf games. 4. Place strategies: zero-level channel (direct marketing). Marketing strategies often vary with business environment and management strategies. It is suggested that the discussion on marketing strategy of golf course in the future can be deepened and broadened, to enrich the research results of golf course marketing strategy issues.