從全球高爾夫球產業發展歷史 看中國未來高爾夫球產業發展趨勢

Abstract

本論文收集國內外文獻，了解高爾夫球運動產業在不同國家發展歷史和成效。並進一步透過鑽石模型分析中國大陸發展高爾夫球產業的競爭優劣勢，再以價值網加以分析高爾夫球產業的利潤分配狀況，研究高爾夫球產業之中的價值創造者如何在產業中創造最高價值。 以美國高爾夫球產業為例，分析美國PGA如何藉巡迴賽創造球員價值，並成功的主導全球高爾夫球員的排名機制，因此全球最頂尖球員都會爭取在美國巡迴賽中的排名。 最後分析大中華區未來可能發展之方向和機會，如何透過競爭優勢找出創造利潤的模式。

The golf industry is one of the most important sport industries in the world. The golf industry generated much more revenue than other sports industry every year in the world. The growth of the golf industry now is shifting from the West to Asian countries, particularly China. This thesis intends to explore the trends in the golf industry in China from past experience in the West. We first collects references and information of golf development industry from economically advanced countries. To economize the golf industry in China, we use the diamond model to study the future opportunities in the Great China area. We also employ the value net approach to evaluate how does all parties involved in a golf event to appropriate the rents. As US PGA Tour is a dominant player in the world golf industry , we will analyze the ways through which golf star player create their best value base on their performance on the tour. We will show how the US PGA dominate the world ranking point system to control and manage the best players in the tour. As a result, their dominant position can be persistent for a long time. Given the US example, this thesis analyze the advantages in developing the golf industries in the Great China market with focus on the opportunities and directions for improve the golf industry in China and Taiwan.