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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152556


    Title: 高爾夫網紅經紀之商業模式探討
    Business model exploratory research of Internet golf influencer agent
    Authors: 張麗華
    Chang, Li-Hua
    Contributors: 陳嬿如
    Chen, Yenn-Ru
    張麗華
    Chang, Li-Hua
    Keywords: 高爾夫
    網紅
    網紅經濟
    網紅經紀
    Golf
    Online influencer
    Internet celebrity economy
    Internet celebrity agent
    Date: 2024
    Issue Date: 2024-08-05 12:41:20 (UTC+8)
    Abstract: 新冠疫情加速了參與高爾夫球運動的人數增加，社群媒體傳播也是促進高爾夫球運動快速成長的重要因素。台灣有大量的網路使用者，其中許多人喜歡在社群媒體上分享自己打球的內容，這不僅增加了與相同興趣朋友的互動，還提升了其社經地位。然而，高爾夫球女性網紅的數量稀少，雖然許多時尚網紅也分享高爾夫球相關內容，但無法深入吸納新的高爾夫球粉絲，且缺乏商業價值。
    本研究的目的在於探討高爾夫球友特性、高爾夫球業者銷售模式、社群媒體現況與網紅經濟以挖掘高爾夫網紅經營的痛點與機會。透過深度訪談和問券調查，本研究發現了高爾夫球市場的潛力和女性參與的增長趨勢，以及網紅行銷所面臨的挑戰。個案公司通過提供全方位的解決方案，包括從教學到合作品牌，成功地將網紅行銷應用於高爾夫球領域，並強調網紅的工作必須注重品質和完整性，以確保其創作的內容能夠在網路上安全傳播，從而保護網紅、品牌和消費者的利益。
    The COVID-19 epidemic has accelerated the number of people participating in golf, and social media is also a key factor to make the rapid growth of golf. There is a large number of Internet users in Taiwan, and many of them like to share how they learn and play golf on social media. People don’t only increase the interaction with their friends but also enhance their social status are the reasons why people like to share their golf life content on the social media. Howe er the number of golf influencers is scarce, especially female golf players. Even though many fashion influencers also share their golf-related content, they are unable to deeply absorb new golf fans and have difficulties to convert their social media traffic into commercial value.
    The purpose of this study is to explore the pain point and business opportunities of golf influencer industry through the persona of amateur golfers, golf industry, the current situation of social media and the Internet celebrity economy. Based on in-depth interviews and questionnaire surveys, we found out that Taiwan golf market is in promising trend and more and more female people start to participate this activity, as well as the challenges that the golf female influencers and golf companies are facing right now. The case company would like to provide a full range of solutions, from teaching female to learn golf and finding the suitable golf company/ product for cooperation. Meanwhile the case company needs to ensure that the content of influencers created is correct and not over-promised, so that the content can be safely and wisely spread on the Internet to protect the interests of Internet celebrities, brands and consumers.
    Reference: 一、中文文獻：
    1. 楊天宇(2013)，以口碑傳播觀點探討高爾夫消費者涉入與品牌形象之關係，臺灣體育運動管理學報
    2. 劉美雲 (2018)，高爾夫運動參與動機與服飾消費行為之研究，，政治大學企業管理系碩士論文
    3. 劉佳俐 (2018)，網紅興起對品牌行銷的成效分析，以台灣三星電子為研究對象，政治大學企業管理系碩士論文
    4. 邱子棋 (2018)，直播平台對網紅機制之探討，國立政治大學科技管理與智慧財產研究所碩士論文
    5. 陳忠斌 (2018)，網紅代言效果之探討: 以產品與代言人一致性為調節變數，政治大學企業管理系碩士論文
    6. 王冠倫 (2023)，觀眾視角之網紅經紀公司重要智慧資本研究—以某youtuber 經紀公司為例，政治大學會計學系碩士論文
    7. 陳俐臻 (2019)，以Howard消費者決策模型探究品牌認知、態度以及品牌形象對直播購買意願之影響，政治大學會計學系碩士論文

    二、網路參考文獻:
    1. The R&A公布：全球高球人口創下歷史新高，達到6660萬(https://www.golfdigestweb.com.tw/article/3987)取自高爾夫文摘
    2. Female Golf Participation Trend (https://www.ngf.org/female-on-course-golfer-trend/)取自National Golf Foundation
    3. DIGITAL 2022: TAIWAN (https://datareportal.com/reports/digital-2022-taiwan)取自Datareportal
    4. 高爾夫球場名冊(https://www.sa.gov.tw/PageContent?n=2439)取自教育部體育署網站
    5. 台灣教練合格名單(https://www.garoc.org/coach_level_A.html)取自中華民國高爾夫協會網站
    6. 2023 台灣最新網路使用報告！8 大數據亮點一次看(https://www.tenmax.io/tw/archives/72881)，取自騰學廣告科技網站
    7. The HubSpot Blog's 2024 Social Media Marketing Report: Data from 1400+ Global Marketers (https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report)取自 Hubspot 網站
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    111932141
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111932141
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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