基於擴增實境技術之高爾夫球新經濟平台

Abstract

從運動產業的視角來看，擴增實境技術可帶給使用者更豐富的感官體驗，以現實世界為基礎，滿足人類探索線上線下一體化的可能性，進而讓運動團體、運動員與消費者間的互動更具遊戲性、趣味性及教育性，不僅讓觀眾能享有更優質的運動競賽觀賽與互動體驗，也為競賽本身帶來更高的附加經濟效益，進而形成良性循環，提升運動科技經濟規模。本論文之研究目的係在於剖析運用擴增實境技術大量導入高爾夫球練習場域後，對台灣高爾夫球經濟規模成長趨勢以及高爾夫球國際競爭力的影響。透過對個案New Generation Golf的分析，發現New Generation Golf可以在高爾夫球人口逐年成長，以及高爾夫球周邊產品與相關比賽逐步提升的條件與氛圍下，運用區隔性的餐飲服務來吸引高爾夫球人口與非高爾夫球人口，讓潛在消費者可以先在一個輕鬆的環境下了解室內高爾夫的操作情境與樂趣，再藉由韓國高爾夫模擬平台GTR系統的軟硬體優勢，創造出嶄新的室內高爾夫模擬器使用體驗以及對高爾夫球運動的熱情，最終可望建立一個專業技術導向的市場行銷策略。除此之外，整體商業模式可就成本、模擬器性能之間尋求最佳的平衡點，來降低成本結構，強化協力合作夥伴的決策依據。本研究以為，這一系列作為可讓New Generation Golf從實際預算來加快與GTR模擬器廠商的溝通，增強New Generation Golf競爭策略的效能與可行性，構築New Generation Golf在台灣室內高爾夫模擬平台的市場領導，擴展潛在市場並長久的維護市場的利益。

From the perspective of the sports industry, Augmented Reality (AR) provides a richer sensory experience, grounding it in the real world and fulfilling the potential for integrated online and offline exploration. This, in turn, enhances the interaction between sports teams, athletes, and consumers with added gamification, fun, and educational elements. Not only does it provide spectators with a higher quality of viewing and interactive experiences at sports events, but it also brings greater added value to golf competitions, thus creating a virtuous cycle that enhances the economic scale of sports technology. This thesis aims to analyze the impact of the implementation of AR technology in golf practice facilities on the growth trends of Taiwan's golf economy and its international competitiveness. Through the analysis of the case study, it was discovered that the New Generation Golf platform could attract both golfing and non-golfing populations through its distinctive food and beverage services amid growing golf participation and gradually enhancing related products and competitions. This setting allows potential customers to familiarize themselves with indoor simulated golf operations and fun in a relaxed environment. Leveraging the software and hardware advantages of the Korean golf simulation platform, the GTR system, it creates a novel indoor golf simulation experience and fosters passion for the sport, ultimately establishing a professional technology-oriented marketing strategy. Additionally, the overall business model seeks an optimal balance between cost and simulator performance, reducing cost structures and strengthening decision-making for collaborative partners. Finally, those series actions can accelerate the path of communications with GTR company and enhance the effectiveness and the feasibility of strategy, and as well as becoming the market leader via maintaining market benefits.