摘 要
高爾夫球是一種非常有益身心的低風險運動，台灣近幾十年經濟持續發展，帶動台灣高爾夫球運動人口迅速增長，進而也拉昇了高爾夫相關產業經濟的增長，例如對高爾夫球場管理、高爾夫賽事、高爾夫運動器材用具、高爾夫服飾、高爾夫運動技術的訓練等需求增加，甚至提昇了對草坪專業的大量需求，同時也推動了高爾夫旅遊的需求增加，以上的需求都能形成一個龐大的產業鏈。
本文是屬於單一個案的研究設計，旨在透過個案研究及內部人的深度訪談，探討高爾夫訓練機構的經營管理；並引用以下理論來分析其營運模式；網路效應（Network Effects）探討如何以網路及社交媒體來接觸客戶、增加客戶量，並藉此維繫客戶；以STP分析工具了解客戶群、鎖定目標客戶群、滿足客戶的需求，並明確高爾夫訓練機構的定位；利用SWOT分析工具以充分理解訓練機構自身的優劣勢、掌握良好機會，並儘量避開對企業可能產生的威脅；最後再以商業模式（Business Model）分析工具，來探討要提供一個什麼樣的產品或服務，創造目標客群所需的價值，並傳遞給目標客群，以建構和提昇企業競爭力的核心
本論文將聚焦於高爾夫技術訓練的部分，以教學訓練機構來說，高爾夫訓練有許多能夠探討的面向，大致可以顧客的需求端與訓練中心如何滿足顧客需求這兩個部份來探討。本文將以H高爾夫訓練中心為例，探討在台灣如何建立一個有潛力並且有前景的高爾夫訓練機構的事業。


關鍵詞：STP分析、SWOT分析、網路效應、商業模式、顧客價值

Abstract
Golf is considered a low-risk sport and could at the same time bring benefits to participants. In recent decades, the sustained economic development in Taiwan has driven the rapid growth of Taiwan’s golfing population, which in turn boosted the economic growth of golf-related industries, such as golf course management and golf competitions. The increase in demand for golf sports equipment, golf apparel, golf sports technology training, and has even increased a large amount of demand for lawn professions. At the same time it has promoted the increase in demand for golf tourism. The above needs can form a huge industrial chain.
This thesis is designed for a single case research, which aims to explore the operation and management of golf training institutions through case studies and in-depth interviews with insiders; as well as cites the following theories to analyze their operating models. First, Network effects, which further discuss how the use of Internet and social media could explore customers, increase the number of potential customers, and to maintain customers; Second, STP analysis tools, which could help to understand the customer groups, focus attention on the target customer group, meet the customer needs, and further to determine the positioning of the training organization; Third, SWOT analysis tool, which could help to fully understand the advantages and disadvantages of the training institution itself, grasp the good opportunities, and try to avoid possible threats; Finally, use business model analysis tools to discuss and analysis what kind of products or services to provide that could possibly creates value for the target customers, as well as build and improve the company’s competitiveness.
This thesis will be specifically focusing on demonstrating golf technical training. In terms of golf teaching and training institutions, there are many aspects that can be explored or discussed. It can be explored in two parts: the demands of customers and how the training institutions meet the customers demands. This thesis will mainly present the example using the H Golf Training institution and to further discuss the opportunity of this promising career in Taiwan.



Key words: STP Analysis, SWOT Analysis, Business Model, Value Proposition

目錄
摘 要 I
Abstract II
誌 謝 辭 III
目錄 IV
圖目錄 V
表目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第二章 文獻探討 7
第一節 網路效應（Network Effects） 7
第二節 STP分析 9
第三節 SWOT分析 11
第四節 商業模式九宮格 (Business Model Canvas) 13
第三章 研究方法 19
第一節 個案對象選擇 19
第二節 研究資料來源 20
第三節 研究方法 20
第四節 訪談對象與訪談大綱 21
第四章 以H高爾夫訓練中心為例探索與分析 24
第一節 產業環境 24
第二節 STP分析 25
第三節 SWOT分析 38
第四節 商業模式分析 41
第五節 顧客價值主張與顧客描述 44
第五章 研究結論與建議 47
參考文獻 49

參考文獻
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