高爾夫球場成功關鍵因素之探討

A Research of Key Success Factors on Golf Course filed

洪銀銀(Ying-Ying Hung)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

本研究採個案研究方法，主要在探討台灣高爾夫球場之環境與競爭態勢以及其服務經營策略，並針對服務策略中的行銷、銷售、顧客等三項價值活動進行比較分析，藉以發掘影響產業成功關鍵的因素。茲將研究成果摘要如下：
一、 在尋找高爾夫球場的成功關鍵因素上，『獲利能力』與『擊球人數與擊球屬性比值』是兩項可量化而且重要的衡量指標。　
二、 影響高爾夫球場成功關鍵因素的變數有十項，包括『企業形象』、『擊球人數及會員�來賓擊球比值』、『會員數』、『行銷活動』、『經營成本管控』、『顧客價值管理』、『組織動能』、『服務人員（桿弟）訓練』、『經濟因素』、『天候因素』。
三、 從高爾夫球場經營及策略的發展，可重點歸納成六個主要的成功關鍵因素：　
1. 優良的企業形象：代表球場的口碑、認同、關係網絡。
2. 適當的會員數量：象徵球場財務負擔不高，球場空間的利用率良好及擊球的順暢度。
3. 良好行銷活動規劃：代表與顧客、通路的互動關係以及銷售整合上有較佳的表現。
4. 良好的顧客價值管理：表示創造顧客產生附加價值或增加顧客佔有率的競爭優勢。
5. 穩固堅強的組織動能：代表球場組織作戰力較強，發展較大。
6. 良好的服務應對與訓練：代表顧客滿意與評價的提昇。

關鍵字

高爾夫球場 ； 成功關鍵因素 ； 服務行銷 ； 經營策略 ； 顧客關係管理

並列摘要

The purpose of the research is to provide key success factors of Golf Course. Base on discussing of the environmental and competitive situation in the golf course field, and analysis of their marketing, sales and customer service strategies. With three golf clubs in Lin-Kou area were selected to interview with their top managers. The results are stated as the following:
1. There are two measurable and important indexes to evaluate the key success factor in running golf course; they are profitability and the ratio of members/guests with total hits.
2. Ten influent variables of KSF in golf course field, includes corporation image, the ratio of members/guests with total hits, member quantity, marketing activity, operating management, customer value management, organization movement, staff & caddy training, economic statement and climate condition.
3. To sort the real concerning KSF in operating strategy side, there are six factors were found out:
1) Good or excellent corporation image: On behalf of the public praise and relationship network, it is easier to get customers’ identity.
2) Appropriate and sufficient member quantity: More or less, both stand for the stress in operation, especially be shown on cash flow or interest pressure; but suitable quantity usually represent a good utility rate of course space.
3) Efficient marketing activities: To integrate and improve the relationship among course, customers and channels.
4) Valuable customer value management: To ensure the competitive capability and customer share ratio with adding value methods.
5) Steady and with reliability in organization movement: To represent the expanded potential in the future.
6) Courtesy and answer readily training: To increase the satisfaction of customers or members with proper interactive.

並列關鍵字

golf course ； key success factor ； service marketing ； operation strategy ； customer relationship management