This research is based on the establishment of HAPPY KIDS GOLF in May 2008. By conducting participant observation as a major methodology along with in-depth interview with managers in children’s golf teaching industry (CGTI) to explore the role of CGTI in management and development in Taiwan. And hope to reach the concept of “standardization in golf teaching” with a clear position, a complete teaching program, and an experienced teaching team to provide a reference for people who intend to or have involved in this business. The result of the interview demonstrated that the CEO of HAPPY KIDS GOLF has built its own brand which is specific and unique with qualities and advantages. The special purpose of products will be highlighted through advertisement to make it more distinctive and advantageous between counterparts, and also increase the need for a variety of options. The favorable campaign is targeted specifically at kids, and uses the advantage of the brand to break the stereotype of golf learning. Building up product position in a competition market through matching consumers’ psychological demand, and the strategy of urging consumers can confirm the image of the brand. Besides, HAPPY KIDS GOLF can collaborate with other golf courses to solve the space problem.
