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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23881


    题名: 兒童高爾夫產業經營策略之研究─以美好童年高爾夫學園為例
    作者: 謝鯉安
    贡献者: 運動教練研究所
    关键词: 高爾夫產業
    golf industry
    兒童高爾夫
    children golf
    經濟策略
    economic policy
    日期: 2012
    上传时间: 2012-12-06 09:42:03 (UTC+8)
    摘要: 本研究以2008年五月成立的美好童年高爾夫學園為例，將以參與觀察法為研究主軸，並輔以深度訪談兒童高爾夫教學平台業者相關人員，藉由這兩種研究方法，探討兒童高爾夫教學產業在台灣的經營模式所扮演的角色及其發展，希望達到「高爾夫教學標準化」的概念，清楚的定位、完整的教學規畫以及經驗豐富的教學團隊，並給予目前從事或未來有意從事此一事業者，更為清晰的經營參考。訪談後歸納結果研究得到，執行長將美好童年高爾夫學園發展成一個自我品牌，一個自我品牌的優勢，幼兒也可以學習高爾夫，創立一個專業團隊，建立明確而獨特的品牌定位，突出自我品牌的特點和優勢，通過突出產品符合消費者心理需求的鮮明特點，確立商品在市場競爭中的方位，促使消費者樹立選購該商品的穩固印象的策略。美好童年高爾夫學園的目標將市場定位在幼兒身上，將本身品牌達到獨一無二的市場優勢，穩固教學品質來創造自己的競爭優勢，建議積極尋求與高爾夫球場合作可以彌補場地空間的不足。


    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.
    显示于类别:[運動教練研究所] 博碩士論文

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